Advertising Experts Discuss Highlights from Their Preferred Super Bowl Commercials
Ready to dive into the world of unforgettable Super Bowl ads? Let's take a peek at what agency pros think makes a fantastic Big Game spot!
Independent agency Known's president, Ross Martin, emphasizes the importance of creating "emotion" in a successful ad. On the other hand, Juliana Cobb, executive creative director at 72andSunny, believes viewers want to be "surprised and delighted" by what they see.
So, what's the secret ingredient to a killer Super Bowl ad? According to industry experts at ADWEEK, it's a mix of the following key elements:
1. Authentic Emotional Storytelling: Witness the MIRIMAR's Super Bowl campaign for Rocket Mortgage, which puts the focus on genuine homeownership dreams and challenges faced by young families. By highlighting heartfelt moments, they create a deep connection with viewers.
2. Memorable Humor: Take a look at Snickers' "You're Not You When You're Hungry" campaign, which uses off-the-wall humor (like Marilyn Monroe transforming into Willem Dafoe) to catch everyone's attention.
3. Music-Driven Engagement: MIRIMAR's Super Bowl ad becomes a music video featuring Fey Fili's soulful cover of "Take Me Home, Country Roads." This strategy amplifies emotional impact and creates a sense of community.
4. Relatable Visuals: Ads should show visually authentic experiences that align with audience values, like Rocket Mortgage's depiction of millennial and Gen Z homebuyers balancing sustainability and work-life balance.
5. Audience Alignment: Modern consumers respond to ads that validate their identity, so focus on creating content that resonates with your targeted demographic, such as community-centric narratives for younger audiences.
6. Post-Ad Extensions: Expand the ad's lifespan by releasing a music video or social content after the Super Bowl. This ensures the brand stays top-of-mind long after the 30-second slot is over.
Blending these elements while maintaining authenticity to the brand's core values is crucial for success in the competitive Super Bowl ad space.
- Ross Martin, president of independent agency Known, believes creating "emotion" is vital in a successful Super Bowl ad.
- Juliana Cobb, executive creative director at 72andSunny, stresses the need to "surprise and delight" viewers in a captivating Super Bowl ad.
- To craft a standout Super Bowl ad, industry experts suggest combining authentic emotional storytelling, memorable humor, music-driven engagement, relatable visuals, audience alignment, and post-ad extensions.
- For instance, MIRIMAR's Super Bowl ad for Rocket Mortgage highlights genuine homeownership stories and presents a music video featuring Fey Fili's cover of "Take Me Home, Country Roads."
- Post-ad extensions, like releasing a music video or social content, can help extend the ad's lifespan and keep the brand top-of-mind long after Super Bowl concludes.
