William Joseph Communications

The Impact of a Super Bowl Ad

For 53 years, audiences everywhere have been gluing their eyes to a TV to celebrate America’s unofficial holiday: The Super Bowl. This past Sunday, many of us sat down with a beer in hand and plate of nachos (or party food of choice) in the other to watch the year’s biggest show. Unlike any other televised event, taking breaks during the Super Bowl is a challenge as every part of the 4-hour occasion is carefully calculated to keep viewers interested; the final game of the year, the star-packed halftime show and even the commercials themselves.

Whether it be the Budweiser Frogs or the Britney Spears Pepsi Generation, chances are we all have a favourite Super Bowl commercial. And in the spirit of competition (it is a sporting event, after all), the world’s biggest brands utilize humour, human connection and/or star power to create something memorable that stands out from the crowd.

A 30-second time slot during the event – or should we call it the Partiots’ Show (sorry, not sorry) – currently goes for a cool $5 million, and that doesn’t include production costs. So, the question on everyone’s mind, is it even worth the price? In short, yes. With well over 100 million viewers tuning in, more people watch the Super Bowl than the year’s biggest blockbuster film (which can credit much of its sales to its trailer airing during the game). Advertising during the Superbowl is a chance to have your product or service noticed by the world at one time, and even more so if its memorable.

Being on the world’s stage gives you a unique opportunity to tell the viewers, all hundreds of millions of them, something they don’t know, and the ones that have the most return on investment are those that promote a new product, such as movie trailers. While Coca-Cola or Pepsi sales might not spike immediately after the event, opting out of the event while competitors maintain their spot could prove catastrophic for the top dogs.

Nevertheless, the incredible opportunity to put your brand in front of so many people is simply too great. Brands pull out all the stops for the chance to shine, resulting in some legendary moments. Here are just a few of our favourite commercials from over the years:

Coca-Cola: “Mean” Joe Greene (1980)

One of the most memorable ads in Super Bowl history is also one of the simplest. Airing during the event in 1980, the minute-long add depicts Pittsburgh Steelers star Joe Greene as he leaves the field with an injury, only to be stopped by a young boy who wants to tell him what a fan he is. In an attempt to cheer him up, the boy offers Joe his Coke, and as he turns away, Joe utters the famous line, “Hey kid, catch!” and throws him his Jersey.

Emotional connection may be all too common in modern commercials, but the concept was fairly new in the early 80s. People were able to relate to the ad, seeing themselves in the shoes of the young boy. IN fact, the commercial was so popular, the concept was turned into a movie titled The Steeler and the Pittsburgh Kid.

 

Old Spice: The Man You Could Smell Like (2010)

“I’m on a horse.” Don’t even pretend you don’t remember that line. This more recent ad is still quoted to this day and is remembered for its sheer ridiculousness. However, the reason it’s still so popular is how closely it resembles today’s social media “meme culture.” The ad instantly becomes relatable to younger audiences, which happens to be exactly who Old Spice is targeting. The use of humour and obscurity make this one that won’t be forgotten any time soon.

Apple: 1984 (1984)

This 30-second spot is often hailed as the best Super Bowl commercial of all time. Deciding to take a more controversial route, Apple chose to reveal its new Macintosh computer (remember, the best ones are those that reveal something new), by playing on George Orwell’s famed novel 1984, suggesting the product breaks the mold of convention and rises above the rest. The most impressive element? Apple didn’t even show the product, they simply chose to announce it’s reveal date. This element of curiosity left viewers wanting more. Apple shattered the glass ceiling on conventional commercials, paving the way for a new generation of ads to push the envelope.

The result? Well, we all know what a successful company Apple is today, don’t we? They’ve never been afraid to stand out, push past convention, allowing them to become the most innovative brand in history.

Chances are you’re not ready to shell out the $5 million for a Super Bowl spot, but there is something you can take away from these ads and their effectiveness. If you’re creating an ad for your product, there are three main elements you can include to make it more memorable:

Developing a memorable ad is an exciting challenge, but a challenge, nonetheless. It takes a lot of planning and creativity, but it doesn’t have to be expensive. With the right team, developing an ad can be efficient and effective. Whether its print or video, the right strategy and design can make all the difference, and that’s what we’re here for. Need help creating something great? Give us a call.

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Thursday, April 18th, 2019 at 2:37pm
If you love your furry friends as much as we do please keep reading...

One of our office dogs, Odin, needs surgery. This was a shock to Odin's mom who's facing the staggering expense of this.

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Tuesday, April 16th, 2019 at 2:58pm
Curious if social media is relevant for your B2B business?

Here's the top 3 reasons why it is:
1) It positions you as a thought leader
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Monday, April 15th, 2019 at 9:02am
@HE_Saskatchewan @StoonChamber What were some of your favourite moments from the evening? #SABEX
Friday, April 12th, 2019 at 1:38pm
Tonight's the night!

Congratulations to everyone who was nominated for this year's #SABEX Awards presented by @StoonChamber in #YXE.

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William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph CommunicationsThursday, April 18th, 2019 at 5:35pm
If you love your furry friends as much as we do please keep reading...

One of our office dogs, Odin, has recently torn a ligament and needs an expensive emergency surgery.

This came as a shock to Odin's mom who's facing the staggering expense of this surgery which is scheduled for this upcoming Wednesday.

Every little bit helps.

Please visit https://www.gofundme.com/let039s-help-odin to contribute.
William Joseph Communications
William Joseph CommunicationsTuesday, April 16th, 2019 at 6:00pm
Have you ever wondered if social media is relevant for your B2B business?

Of course it's great for connecting with consumers in the B2C world but there's also plenty of benefits for B2B businesses too.

Here's the top 3 reasons why:
1) It positions you as a thought leader
2) Helps you get to know your audience
3) Allows you to connect directly with your target market

Still not convinced?

If so, read this: https://www.williamjoseph.com/blog/social-media-right-b2b-business/
William Joseph Communications
William Joseph CommunicationsFriday, April 12th, 2019 at 4:38pm
Tonight's the night!

Congratulations to everyone who was nominated for this year's #SABEX Awards presented by Greater Saskatoon Chamber of Commerce in #YXE.

The purpose of this evening's festivities is to recognize exceptional businesses within the #Saskatoon region.

Sounds like a fun event.
William Joseph Communications
William Joseph CommunicationsThursday, April 11th, 2019 at 4:51pm
Happy #NationalPetDay!!

Would you say you're more of a dog or a cat person?

Though we love all critters it seems that we're heavily in favour of dogs around the WJ office (with the exception of Mark and his collection of snakes).

Here's a few of the team's 4-legged friends.
William Joseph Communications
William Joseph CommunicationsSaturday, April 6th, 2019 at 1:31pm
Today is one year since the Humboldt Broncos tragedy. Our thoughts and prayers are with the players, families, friends and community.

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