Let’s face it, super bowl commercials can be more entertaining than the game itself.
For us, super bowl isn’t just about athleticism, it’s about creativity. It’s wild, whacky ideas that are shared by advertising giants across the globe. Millions of dollars are injected into these ads, that are bolstered by creative insights and set advertising trends for the year ahead.
There is a whole lot more to these commercials than their 30 seconds of airtime, so we’ve jumped in and analysed what makes these videos so memorable.
Here are our top four…
We’ve all been there. Someone needs you to do something, but your fingers are covered in bright orange Cheetos dust. This universally shared experience is what makes this commercial so easy to connect with. We love the reversal of roles, where the hero uses this perceived inconvenience to his advantage. However, we did question the inclusion of MC Hammer. Cheetos nailed it, without the need for a cameo.
2019 was the year of ‘not behd, good syze’. Hyundai has capitalised on butchering the English language with a new catchphrase ‘smaht pahk’, coined by Rachel Dracht. By the end of this 30-second spot, you will be enthusiastically repeating the trademarked Hyundai phrase to your family and friends. When a commercial can influence your behaviour like this, you know it’s powerful advertising.
There’s nothing like the fiery death of a corporate mascot to imbue feelings of warmth for a brand during peak messaging season. It says the brand doesn’t take themselves too seriously, which is a smart move for fast-moving consumer goods, like peanuts. Mr Peanut may be dead, but the brand will live on in the minds of consumers across the globe.
When you pitch a comedy to a movie studio they say “great, this will be cheap – you just need a few people on a road trip.” When you pitch a funny commercial to a producer, the first thing they ask is “how many dragons do you need?” This ad is a classic example of exuberant amounts of money being spent on CGI, celebrity cameos and costumes. But we love it, nonetheless. Where would we be without Amazon Alexa?
Do you have a favourite commercial that didn’t make it to the list? Let us know in the comments below.