We have looked at all the Super Bowl Ads over the years, and used our ABC’s model to judge, which focuses on: Attention, Brand Link Communication, and Stickiness.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart. To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story. To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
At Beloved Brands, we believe that advertising combines Branded Breakthrough (how you say it) and Moveable Messaging (what you say). Taking this one step further, the execution has to breaks through the clutter (Attention) and link closely to the brand name (Branding). The execution must communicate the main message (Communication) and makes the brand seem different (Stickiness)
Here are the top 10 Super Bowl ads of all time
Coke “Mean Joe Greene” (1979)
Bit of that 1970s “cheese” for you, but I remember this one from my teens. Strong on communication through story-telling and enough cheesiness to make it stick. The spot became as iconic as the drink itself.
Apple 1984 (1984)
Great story of this ad in the Steve Jobs book–how the board never wanted to run it and they lied about the media commitment. This was one of the first big Super Bowl ads, that changed the way advertisers saw the Super Bowl slots. Movie Quality of the filming does a great job in gaining Attention and Stickiness as it has stood the test of time for 30 years. A bit weak on communication, but that might have more to do with the lack of things to say about the product, so they led more with brand image and attitude as the core distinctiveness. Wonder why Apple doesn’t do Super Bowl ads now, as it seems like the perfect media choice for them.
McDonald’s Jordan vs Bird (1992)
This one had a lot of breakthrough and left us with the phrase “nothing but net”. With these two celebrities at their peak, it was high on attention, strong storytelling, pretty good branding and had some phrasing that had some stickiness for years in the basketball community.
Cindy Crawford “New Pepsi Can” (1992)
Not much needs to be said about this one, other than that they repeated this 10 years later and she still looked the same. Definitely, attention-getting with a very simple message communication that helped drive brand link. Not a lot of stickiness for consumers, but honestly, it really is a promotional spot for a new can.
Budweiser: WASSUP! (1999)
The simplicity of this one, but it really does capture a male-bonding insight of how guys do interact with their buddies. A hilarious ad was exceptional at Attention and certainly Stickiness as everyone was saying this phrase for a year. Didn’t really communicate much.
Budweiser 9/11 Tribute (2002)
Even after all these years, this one might bring a tear to your eye. Months after the tragedy of 9/11, this one takes the American icons of Budweiser and the Clydesdales marching through the streets of America and gives a nice salute to NYC. High on Attention, with deep emotions, strong Brand cues, and certainly the storytelling aided the Communication. Even though only shown once, high on Stickiness as it still really brings back those emotions.
Google “Parisian” (2009)
The beautiful ad that shows the power of Google as an enabling brand to your life. A great example of using quietness to drive Attention. The Branding is obviously incredible, but as it links nicely to the storytelling that Communicates how Google is part of everyone’s life. The emotional feelings certainly aid the Stickiness. This is one of the best ads I’ve ever seen.
Snicker’s Betty White (2010)
Whatever Betty was paid, she’s made millions since because of this spot. Quickly after this one, the power of a Facebook page demanded that Betty host Saturday Night Live. A great little spot that was incredible on Attention and Stickiness. Communication is a Big Idea for the brand and kick-started a campaign that has lasted for years, even if Snickers has yet to fully capture in their pool outs on this campaign.
Tide “Another Tide ad” (2018)
I never thought I’d list a Tide ad, but the media creativity Tide used really broke through and made us laugh. I started to think everything was a Tide ad.
Ram “farmer” (2013)
One of my fav ads of all time, and takes such a huge artistic risk by launching such a quiet ad that really tugs at the heart, when most other brands are doing slapstick ads. The shrill voice of Paul Harvey captures the Attention, especially against all the slapstick ads. The Communication of “Americana” comes through, and whether you’re a farmer or not, if you are a hard-working American, this should be your truck!!!
To learn more about this type of thinking, you should explore my new book, Beloved Brands.
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.
You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.
To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe
If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4
And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw
Beloved Brands: Who are we?
At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.
We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.
We start by defining a brand positioning statement, outlining the desired target, consumer benefits, and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.
We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.
Our brand playbook methodology will challenge you to unlock future growth for your brand
- Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
- Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
- Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
- Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
- Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
- Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.
To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching
To learn more about our training programs, click on this link: Beloved Brands Training
If you need our help, email me at firstname.lastname@example.org call me at 416 885 3911
You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.