In my opinion, and evidently in many others opinions as well, this was a particularly weak year for Superbowl commercials. However, in the sea of mediocrity, there were a few spots that definitely did stand out and were up to Superbowl standards.
First of all, the Google search engine. I wasn't quite sure who the exact target was, but irrespective of age, gender or creed, it seemed as though this was a spot meant for everyone. It highlighted new Google features, showed an actual consumer USING them, and had a heart felt message which is admirable during an event where slapstick humor and vulgarity seem to dominate.
The second spot I thought did a great job launching a new campaign was the Hyundai spot with Brett Favre, created by Goodby. This commercial does an excellent job focusing on its target: most likely male, sports fan. Additionally, the 10 year warranty is highlighted, showing a specific message and attribute for the target audience.
The third spot which I thought also did a great job launching a new product, was the Jack in the Box spot, created by Secret Weapon Marketing. Keeping consistent with the image of 'Jack', not only does the spot highlight it's new grilled options, but has an element of humor and brand identity. This is difficult in ads where the intention is to create both a rational and emotional response from the consumer.
No comments:
Post a Comment