Posted by Claire Eisenberg
Sunday night proved to be a bit of a bore with the Seahawks dominating the entirety of the game. So what kept us watching at DGC? The marketing showdown of course! Here are a few trends that emerged from the biggest night in advertising:
- Nostalgia trumped glitz: A lot of brands like Anheuser-Busch, Chevrolet and Maserati took the sentimental route, opting for feel-good over splashy spots. For example, Microsoft inspired us with a :60 spot narrated by Steve Gleason, a former NFL player with ALS, through the use of eye tracking technology on a tablet. Steve speaks about how technology has the power to “take us places we’ve only dreamed of” as we see images of technology helping a woman hear for the first time, a child run with prosthetic legs and an elderly man losing his eyesight paint.
- Brands ambush the Super Bowl: Brands that didn’t have TV spots during the big game got creative in how to reach large audiences. Newcastle was a winner, enlisting Anna Kendrick to star in its video “Behind the Scenes of the Mega Huge Football Game Ad Newcastle Brown Ale Almost Made.” While on the other end of the spectrum, jcpenney was sending out tweets filled with typos, calling it a stunt to promote its “Go USA” mittens. Other brands certainly had fun in the social conversation – Coors Light chimed in to suggest the department store drink responsibly and Kia offered a designated driver.
- Light humor reigned: There was far less over the top, slapstick humor during this year’s big game. Outside of the expected Go Daddy ad, brands and advertisers went with lighter humor. Take Volkswagen’s “Wings” spot created by Project: Worldwide agency ARGONAUT where every 100,000 miles, a German engineer received a pair of wings. And in TurboTax’s “Love Hurts,” the brand compared watching the game between two teams that aren’t your own to watching your crush dance the night away at prom with a cool dude that isn’t you. And, on another nostalgic note, DGC client David&Goliath brought us back to The Matrix in its newest spot for Kia.
- Double spots: Brands like Pistachio and Chevy doubled up on spots during the game. For instance, we got to see Stephen Colbert try to rely on his fame alone to carry the pistachio commercial but unfortunately fell short. In the second spot, the branding is amplified to the point where Colbert cracks his head open to reveal a pistachio inside.
And it didn’t stop there. Denver-based DGC client and Project: Worldwide agency Motive, along with Mekanism, created the Super Bowl Halftime Show for Pepsi. And DGC client Pandora hosted a “Pandora Presents” Event at the Bud Light Hotel in NYC on January 31. The show was headlined by Imagine Dragons, who just came off its well-received Grammy performance and Grammy award win the previous weekend.
We hope you enjoyed game day as much as we did. What was your favorite part?
Tags: advertising, Anna Kendrick, ARGONAUT, Bud Light, David&Goliath, jcpenney, Mekanism, Microsoft, Motive, Newcastle, Pandora, Pepsi, Pistachio, Project: Worldwide, social, Steve Gleason, Super Bowl, Volkswagen, Wings