The Super Bowl ads mark the unofficial kick-off to the increase in consumer buying and thus the increased need for marketing and advertising.
Many times, the anticipation for the Super Bowl commercials is bigger than the hype for the game! With the Super Bowl charging $7 million for just 30 seconds of airtime, all 59 brands that had an ad in the game want to be sure they made an impact!
What makes an ad resonate? Does it need to be funny? Is it one that is emotional? We believe it’s one that covers the basics well. It gets your attention, it conveys a message that makes it clear why you would want the product or service, and it gives you a call to action. We give you an example below, using one of this year’s Super Bowl commercials.
Let’s look at T-Mobile’s “Auditions” commercial.
Does it get your attention? Yes with fun cameo’s by celebrities who think they need to audition to get T-Mobile’s new Magenta Status, which offers you discounts and other VIP treatment. The voice over talks about how everyone is eligible and that you don’t have to audition or doing anything outside the norm to get it.
Does it tell you why you would want it? Yes it does well in talking about the benefits of being a Magenta Status subscriber with T-Mobile.
Is there a call to action? This is where this ad falls short. There is a very brief slide at the end of the ad showing the domain name for T-Mobile. Nothing really outside of that. They could have done a much better job telling consumers how to achieve Magenta Status!
What were this year’s favorites from our team at Compass Marketing & Advertising Partners?
· Tara’s favorite: Dunkin: “DunKings”
· Jen’s favorites: Google Pixel’s “Javier in Frame,” and the Uber Eats “Worth Remembering”.
· Danielle’s favorites: Arnold and Danny’s State Farm commercial as well as the Chris Pratt Pringles commercial
· Christina’s favorites: Dina & Mita Dortitos commercial and Paramount+
· Tim’s Favorites: T-Mobile “Auditions” (with a better call to action) and NFL “Born to Play”
With consumers entering that Spring buying mindset Compass Marketing & Advertising Partners’ media strategy and placement is in full swing. If you’re looking for the team to help you on your marketing journey, check us out at weareyourcompass.com!
And to see how the other Super Bowl commercials did in those three areas and how they did on the USA TODAY Ad Meter Top 10 here…2024 Super Bowl commercials: USA TODAY Ad Meter top 10
