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Advertising, Football, and Viral Agendas

The Super Bowl is about much more than football. Advertisers use the Super Bowl to reach new audiences, create shocking and humorous ads, and ultimately make money by doing so. The following discusses a few tactics I discovered marketers commonly use during Super Bowl ads.

Many advertisements previewed during the Super Bowl feature celebrities in commercials. These celebrities bring a new excitement to the brand and the product in the commercial. “Celebrity” endorsements of products can gain attention in several ways. A product may not be incredibly exciting, but with the help of a celebrity can get people to discuss their advertisement. An example of this is Tom Brady appearing in Intel commercials. This celebrity endorsement is even more relevant to the Super Bowl because Tom Brady is playing in the game, but Intel struck the commercial deal with him months earlier, a very strategic and risky move by Intel. Buffalo Wild Wings partnered with Brett Favre to put together a commercial perfectly aligned with their brand image, wings and sports.

 Product placement is another tactic frequently used by Super Bowl advertisers. Over 112 million people watch the Super Bowl each year, providing a platform with an incomparable amount of reach to new and current consumers. Within advertisements products will be used or placed strategically within them so people take notice subconsciously. Apple and Nike are two popular brands that use this strategy frequently.

 Many advertisers try to create viral marketing tactics with their Super Bowl advertisements. These marketers hope their ads will go viral, leading millions of people who did not watch the Super Bowl to also see their advertisement and have exposure to the brand. One of my favorite Super Bowl commercials that went viral was the Darth Vader Volkswagen ad from 2011 This advertisement was heartfelt and emotional, and as it became viral millions of people were exposed to the Volkswagen vehicle in the commercial. It is common that many Super Bowl advertisements do go viral, and one that I predict will continue to be spoken about is the Mr. Clean advertisement. During this ad, the typical pristine Mr. Clean shows his risqué side as he dances around a kitchen, showcasing a very different tune than a typical Mr. Clean commercial. Creating a commercial unlike any other before correlates with the viral marketing strategy I am sure they were trying to accomplish when creating this ad.

 Some companies use this massive amount of reach to target important issues. This year Budweiser released a commercial that many are noting as overly political. This ad shows an immigrant from Germany coming to America to brew beer. He is not welcomed to America in the commercial, shadowing the recent American discrepancies over immigration policy. Though Budweiser is getting criticized for this ad, they will be praised by others. This massive audience will surely discuss this advertisement for years to come because it is relevant to current issues in America. Other alcohol companies have also used the Super Bowl to tackle issues such as drunk driving and consuming irresponsibly. These advertisements purpose is not to entertain, but to get viewers to think critically and talk about the ad, which in the end helps the company who created it go viral.

Source:

http://www.cbssports.com/nfl/news/2017-super-bowl-commercials-watch-latest-leaked-ads-best-and-worst-of-all-time/

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