Why Super Bowl Ads are Still a Thing
In a World of Instant Gratification, Super Bowl Ads are Still Worth the Wait
The Super Bowl is weeks away (February 5, 2017) but the wheels for the sports special have been turning for months, maybe even years. We’re not talking about the elite athletes taking the field, we’re talking about the marketing machines that have been brainstorming, innovating and stressing about their Super Bowl ads spots.
If your team didn’t make the cut this year, you may be tuning in just for the halftime show and the commercials. Those commercials come with a high price tag, over $5 million per 30 seconds. But in these days of Youtube and social media, is it really worth it to hold your ad for the biggest sporting event of the year?
The answer is…yes. Releasing a well done, expertly executed advertisement direct to your Facebook page will not come with the same fanfare as a 30 spot during the Super Bowl. If it’s good, it will get noticed either way. But if anticipation is built, a Super Bowl ad can really make a splash. The companies that can pay for a Super Bowl ad spot are already major players; they aren’t out for name recognition, they want to be talked about. They want the equivalent of a hit movie and the Super Bowl remains the perfect place for that kind of publicity.
That being said, let’s take a look at three of our favorite Super Bowl ads that used their multimillion dollar seconds, wisely.
- Volkswagen’s The Force ad from 2011: This ad may be the most shared ad of all time and it’s easy to see why. It’s funny, heartwarming, and memorable.
- Apple’s 1984 ad. This may be the ONE that started it all. This interesting ad aired during the 1984 Super Bowl and went on to win a host of awards. It was and still is a talker. Besides airing during the game, it also gained free airtime by being the subject of headlines across the globe.
- The Budweiser Frogs was a short, sweet and funny spot that kicked off a major franchise for the beer maker. After this commercial aired in 1995, these frogs were everywhere. They were toys, shirts, and hats and their catchphrase was on everyone’s lips. It’s significant because the ad was a major break for the beer industry that usually put high priced models front and center. It was a family approach for an adult beverage.
Clearly, these ads have proved their worth and continue to inspire over the years. The Super Bowl continues to make icons out of advertising.
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Founded in 2001, RUSSO is a strategic branding agency with offices in New Orleans, Lafayette and Nashville. RUSSO uses consumer insight to develop branding initiatives that effectively change the conversation — forming emotional connections between the consumer and the brand. To learn more, visit brandrusso.com.