Ladies and Gents … when on Monday morning, your co-workers talk about a funny ad but can’t remember the company that ran it … well, that means a company just flushed 2.6 million dollars down the toilet.
Lions trying to pronounce a name? Party in the marketing department? KFed working in a fast food joint? Cars stopping at the end of the cliff? Two guys kissing? And these were not the worst. The worst ones are the ones I and many others can’t recall.
Now, you might say that Igor … you don’t fit all the target markets these advertisers were trying to target, so many messages didn’t appeal to you. You’re right! What I’ll try to do is to look at these ads as a “marketer” and as if I am the target market. (great now I am an impotent and have problems with my flow) Anyway.
A good ad has a theme. This theme has to connect with the product the ad is selling. Those ads that we can’t recall OR laughed after but can’t remember the company are the ones that had problems with the theme.
In my opinion ….
Ad from Snikers was horrible. Ok … you’re selling food to a guy and you’re showing 2 guys kissing and then you do a close up??? Anytime you want to sell food you have to leave a good taste in the viewers mouth or at least craving for it. Showing two guys kissing with the product right between them? That’s a “No, No” for me.
Ad from GoDaddy. What the heck was that? I was actually looking forward to seeing their commercial as the previous one was very original with the girl losing her top. What happened this year? Were they advertising a job in their marketing department???
Robot from GM? Whaaat? If you screw up you’re out? This was an idea of some GM executive VP or someone in the higher ranks. That’s what I think. Robot didn’t connect with GM and I still feel that automakers should not brand the manufacturer. Instead they should focus on one particular car. People don’t view the ad for GM and then at the car lot pick a GM car because of the branding. They choose a vehicle …. Brand the vehicle! (exceptions apply to Benz, BMW and other higher end cars)
Ad with KFed? What was the company that ran the ad? I have no idea. I asked people around the office to try to recall the advertiser. WE HAD TO GOOGLE THE AD to find out! It was funny … but the theme didn’t connect with the company.
Most Influential Superbowl Ad = Blockbuster.
I don’t care about that ad being funny or not. What I found out (as a Netflix customer for the last 3 years) is that Blockbuster is different/better because you have the ability to not only mail the movies back but also drop them over their stores and get a new one right there. Mail or drive … whichever is more comfortable for me at that moment. Finally Blockbuster took advantage of their assets.
Best Superbowl ad was = Careerbuilder.com
Clear message, funny and they made sure you remembered their name. Good job.
Funniest Superbowl ad was = Budweiser (The throwing of rock and the slapping … funny)
I am not going to start drinking Bud. I still believe that beer such as Corona, Miller, Budweiser, Heineken is way below the taste of Stella Artois. (Note: I am not a beer guy. Average monthly intake 2-6 bottles)
When people talk about “best ads” they usually pick out the funniest. We are marketers. When we talk about the ad we pick out the ones we remember and the company that ran them.