The Super Bowl is a unique experience in the marketing business. It is one of the very few events that that the audience actually welcomes a commercial interruption.
Most of the time, anyway. What works and what doesn’t?
It’s a social event. So, the audience wants to be entertained. No, they really aren’t interested in your selling message. Why some of the so-called favorite Super Bowl ads are not well-remembered. But, the vast majority have one thing in common – they are comedic in theme. This is a double-edged sword, as those that are rated the worst tend to be humor-based ads that simply miss the mark. So, you not only need to be funny. But good funny.
Advertisers are playing in the Super Bowl. Best game. Biggest audience of the year. Biggest name advertisers. Most expensive placement. And, the winning ads recognize all this and go all out in production. You are not being seen in a normal television program. The costs are high. Why would an advertiser pay the media costs and not put equal emphasis on creativity and production values? The winning advertisers do such.
Which leads to the final point. Some of the historic winning advertisers in Super Bowl broadcasts take the last point to an extreme. They created a commercial that ran ONLY during the Super Bowl and for that one broadcast only. Conventional wisdom suggests you take advantage of the production outlay and the initial awareness and air the commercial in a subsequent schedule. But, several notable advertisers have opted for the “one and done” creative production to great success, most notably Apple and Master Lock. In fact, Apple’s “1984” Macintosh introduction commercial has widely been viewed by the ad industry as the all-time commercial.