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Super Bowl Sunday is an ad junkie’s dream. It’s one of the only times of the year that the general population actually looks forward to the commercial break. As for GRM, our eyes were certainly glued to the set. We asked some of our team to share with us their top picks. Here’s what they had to say:

April Voris
Tide: “Miracle Stain”
My pick is the Tide miracle stain. It was not only entertaining, but was relevant. It was over the top, but if you are a sports loving obsessed fan (like I am with the REAL TIDE!) then you can highly relate to the comedy of the whole thing. And the payoff was classic and a brilliant way to bring you back to what was being advertised and you actually remember the product. What a concept.

Mike Tyre

Wonderful Pistachios: “Get Crackin'”
Funny, entertaining. Identified product with being fun and lively. Yet, also got a major point of difference – pistachios have to be cracked. They almost always come packaged still in a shell. They played that up in a fun way.

Amanda Kirkland
Kia: “Space Babies”
A commercial filled with baby animals. Come on. How can you NOT love it? The spot actually started out a bit slow for me. But as soon as they hit the montage of astronaut babies screaming as they penetrated the atmosphere, I was chuckling along with the rest of my living room full of twenty-somethings. The spot ended perfectly, with a nice shot of the third row backseat. Plenty of space for more babies in the Kia Sorento!

Sarah Crytzer

Taco Bell: “Viva Young”
I am in LOVE with this clever ad by Taco Bell. Known as a place to get a fourth meal, the company added a whole new dimension to the campaign when they released this commercial during the Super Bowl. Think a fourth meal is only for 20 somethings? WRONG! These old folks show us that it doesn’t matter what your age, you can enjoy Taco Bell (and a night on the town) even in your 80s! I admit, every time I watch this video I literally LOL. Genius marketing, with almost 1.2 million views in a week to prove its brilliance!

Alan Whitley
Mercedes-Benz: “Soul”
As both an ad guy and a fan of the violence and mayhem of football, I see the Super Bowl as two awesome pinnacles in one. It is a contest between the two best American-style football teams on earth, and a contest between advertising agencies that will attempt to set new bars for communication. My top of the heap was the Mercedes CLA spot that featured a pale Willem Dafoe as old Scratch himself. For me, it was the kind of spot that belongs in the Super Bowl. It was memorable for the right reasons, made the right point, showed the product a lot. Basically, it made us lusty for a CLA, which is the exactly what it should have done. Also, it’s just plain fun to spoil Satan’s fun.

Jennifer Germain
Budweiser: “Brotherhood”
Heartfelt! It really evoked emotion. Love. Who doesn’t want to be loved? And the bond between those who love. Plus, I’m a native of St. Louis and am proud of my hometown; the hometown of Anheuser Busch!

Jan Sharrow
Dodge Ram: “Farmer”
I found this very patriotic; more-so than the jeep spot. The photography was beautiful and it was very well written. If the Dodge truck is tough enough for our farmers, that says a lot for the truck.

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.

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