‘Most Super Bowl Ads Suck!’
Given that arguably no one outside continental USA comprehends the rules, it’s thankful this morning’s Super Bowl action also comes with – we anticipate – some tasty campaigns.
You may not know who the New England Patriots are or their helmet-headed combatants for today – reigning champs the Seattle Seahawks – are; but rather than decipher the intricacies of an eligible receiver, it’s arguably the famed ads that run throughout you’re all the more interested in.
However, if recent press out of the States is to be believed, the once holy grail of creativity – the much-vaunted Super Bowl advertising – may possibly have had its day.
Some media commentators in the US are now starting to suggest that plugging your product alongside the US’s single biggest sporting event has, surprisingly, become all the more tired. It’s been argued that the current zeitgeist for ‘emotive’ ads over ribald isn’t working. That clients are fast realising there are significantly better ways to get ROI on the massive spend required of a Super Bowl campaign.
As the Patriots whack heads with the Seahawks at the University of Phoenix Stadium this morning (AESDT) there’s an increasing number of commentators lining-up to bemoan the state of the campaigns and question if the Super Bowl’s hype is worth it.
Yet, it could be argued things have been on the nose for a while. In 2012 respected US media commentator Allen St. John famously quipped “most Super Bowl ads suck”. Admittedly, the basis of St. John’s gripe wasn’t discernibly clear, save to say he felt the quality had been slipping as far back as the 80s and the astronomic costs no longer justified the outcome.
Not to tread the well-worn ‘bloody hell, it’s expensive’ path, but a 60-second slot at this year’s game, plus the cost of creative, has been reported at $US9 million-plus. A 2011 Chrysler ad featuring rapper Eminem is said to have cost $US9 million in production costs alone.
That said, it should be noted that over 111 million people watched last year’s game between the Denver Broncos and ultimate winners the Seattle Seahawks. The audience – including a growing Australian fan base – is expected to be bigger again for today’s game. And St. John’s viewpoint may hold merit, particularly when it comes to the famously erratic consumer – the Gen Ys. The New York strategic branding firm Red Peak Branding recently surveyed 150 people aged 18-75 on their views of Super Bowl advertising. A whopping 82 per cent of the Gen Ys surveyed said the ads ranged from “just ok” right through to “plain awful” and “not as good as they used to be”. While in the 36-75 year old age bracket some 75 per cent of those surveyed felt the same.
Red Peak argued that Gen Ys tended to be quite nostalgic for the ads of their youth; hence, the reasons why “not as good as they used to be” polled so well.
Beer brand Budweiser is one company who’s long invested in the Super Bowl hype; however, in 2014 the Wall Street Journal ran a report that found 44 per cent of Americans aged 21-27 had never drunk one of the brewer’s beers.
Despite the sense of gloom, Red Peak reported 63 per cent of Gen Ys were still excited about the Super Bowl and its accompanying ad avalanche. Red Peak Branding’s Megan Hartman said: “Consumers haven’t given up on advertisers, they are just hoping for smarter brands with braver strategies.
“While an ad with uplifting dogs or supermodels kissing nerds might make Millennials smile, it won’t make them loyal. Millennials know brands can try harder. To succeed with Millennials, marketers must raise their own expectations of what a Super Bowl ad can and should achieve,” she said.
And worst news still for the Super Bowl and companies who advertise around it. A recent report on US advertising site Ad Age claimed 80 per cent of Super Bowl ads do nothing to increase a product’s sales. CEO of US research firm Communicus, Jeri Smith, said the problem with Super Bowl ads is they’re geared to entertain, not sell stuff. Smith surmised that too often the ads are all about ‘the brand’ and less about the actual product. Sure, we’re all entertained, but too often the message gets drowned out in the gags.
“The advertisers really dial up the entertainment quotient to pop to the top of the USA Today rankings and such,” Smith said. “But we find the brand association with Super Bowl commercials is much lower than you’d get with a typical buy, just because of the way the creative is structured.”
And if the share market is any measure of success then don’t expect a super Super Bowl campaign to raise your share price. According to research by the firm Eqis Capital the shares of companies with the top-ranked Super Bowl advertisements fell in the first days of trading following their appearance at the big game over the past four years.
Yet, it’s not all doom and gloom for astronomically priced Super Bowl campaigns. As Red Peak Branding’s Megan Hartman noted when you do ‘nail’ a campaign the payback in sales can be significant.
“When done well, traditional advertising can change minds and it can influence Millennials. Look at Dos Equis’s ‘Most Interesting Man in the World’ which increased sales by 20 to 30 per since the campaign launched. And judging from the nearly 10 million Google results for ‘Most Interesting Man in the World’ meme, it was a viral success with Millennials online as well,” Hartman said.
Please login with linkedin to comment
Advertising Standards Bureau Clemenger BBDO Sydney rakuten marketing sumofusLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.