This year’s Super Bowl was, to say the least, not so super. The game itself was one-sided from the first play until the very last snap. With most of America quickly realizing that the Seahawks locked up the win, the focus was shifted to the real superstars of the Big Game – the commercials.
That’s right, let’s be real. The commercials are why half of us even watch the game. Below are my thoughts on the top 5 commercials of this year’s game.
5. Beats Music – The new streaming service held nothing back this year, enlisting Ellen Degeneres to star in a commercial highlighting the software’s ability to find music, no matter what the mood or circumstance you are in. The ad featured music from rock, pop, edm, and country artists, including Brandy Clark. Clever use of Ellen to promote Beats Music by finding music that would encourage dancing!
4. Bank of America – In a campaign to help raise money for RED, the organization that helps with AIDS relief, Bank of America partnered with U2 and promoted a 24-hour free download of the band’s new single “Invisible”.
3. Oikos Yogurt – Full House’s John Stamos spills yogurt on his lips and a beautiful woman wipes it off. Pushing his luck, he spills some on his lap and as she is about to lick it off, he is interrupted by Dave Coulier and Bob Saget for a Full House reunion! This one is incredibly funny and brings back old memories.
2. T-Mobile – Tim Tebow talks about life without a contract, explaining that he has been a doctor, campaigned for world peace, and worked as a stunt double. The purpose of the ad was to show that T-Mobile would buy you out of your contract with any other company!
1. Budweiser – undoubtedly always one of the most anticipated commercials of the year, and again this year, the Clydesdales did not let us down. This year’s commercial pairs the Clydesdales with a puppy and shows the unique bond of friends and use the hashtag #BestBuds! The ad also featured Passenger’s “Let Her Go”, which since airing has now spiked to #2 on iTunes.
The one thing that stood out this year was the use of technology and social media. Almost every ad in some way called fans to action – some asked for people to Shazam for exclusive content, while others promoted a hashtag.
Some of the hastags we saw were #HugFest, #BestBuds, #NoContract, #NiceHastag, #UpForWhatever, #Doritos, #SilveradoStrong, #NFSMovie, #Connect4Red, #LiveYourDram, #VW, #SpiderMan, #BeckhamForHM, #SlowClap, #AmericaIsBeautiful, #TeamSmallBiz, #StayUncompromised, #KissForPeace, #IfYoureHappy, #GoodToBeBad, #ItsGoTime, and #EsuranceSave30.
In fact, it was a record year for social media in advertising on the Super Bowl. Thirty-one ads had hashtags in them, a whopping 57% of all ads! Facebook was mentioned in 9% of the ads, 7% mentioned Twitter, 6% mentioned YouTube, 4% mentioned Shazam, and 41% had a web URL. Advertisers are fully grasping the fact that consumers want to engage outside of a 30-60 second ad on the TV and are embracing ways to further the conversation outside of their spot.
To supplement their ads and visibility, many advertisers worked with Twitter to promote their hashtag during and after the game! The reason the Twitter hashtags was used so much more during the game was because they encourage real-time conversation during the game, much more than url’s or other social media outlets.
As a person who lives and breathes on social media, it’s really exciting to see advertisers embrace the immediacy of real, engaging conversation. It’s something we try to do everyday in music – bridge the gap from music fan to artists, and now businesses are bridging that same gap, taking an ad and turning it into a conversation.
Quick end thought – did you see Bruno Mars last night? One of the best halftime shows we have seen in a while, and the fans approve as Bruno broke the record for the largest audience watching a halftime show ever. Incredible.
Let me know what your favorite commercial was by tweeting to me @timgerst and using #NekstBestCommercial