Last night’s Super Bowl commercials will be remembered for being very entertaining and providing great exposure to many celebrities. However, I like to evaluate each commercials value based on three criteria in the Super Bowl environment. 1. Did people remember the brand being advertised? 2. Did the commercial project a positive image and enhance the value of the brand? 3. Did it break through the clutter and generate a “Wow” to generate conversation on Monday morning? At $7 million for 30 seconds, it needed to do all three.
My commentary below is designed to stimulate thoughtful conversation. I have also provided links to all the commercials so you can replay any you might have missed.
Oikos Yogurt – Deion Sanders Family Reunion effectively drives home the point that Stronger Makes Everything Better. Is that a product benefit for yogurt?
Bud Light – Easy to Drink, Easy to Enjoy – Here is a great example of how simplicity keeps the viewer focused on the brand and message. No explanation needed. The use of Notorious B.I.G song “Hypnotize” as its soundtrack is clever, probably will be noticed by only a few, but does not distract.
Pepsi Zero Sugar – Ben Stiller and Steve Martin
Ben Stiller and Steve Martin demonstrate their great acting skills that get the audience to believe what ever they are saying is real. It is a great platform for challenging the viewers to try Pepsi Zero Sugar to self-discover if Ben and Steve’s love for Pepsi Zero Sugar is great acting or great taste. Editor’s Note: Mike was the marketing director for the PepsiCo Bottling Group in the 1980s during the Pepsi Challenge.
Pepsi Zero Sugar – Here is Steve Martin demonstrating his great acting skills as mentioned above.
ETrade – Babies dressed up and talking adults were not only entertaining, but they somehow managed to bring up a relevant comment about the financial world. Did they miss the last part of the equation this year? This will be a very popular commercial for its entertainment value, but living in the metaverse was not a strong enough connection to a benefit and ETrade might get lost in cyberspace.
Rakuten – Alicia Silverstone recaptures in her role as Cher from Clueless in the 90s to deliver an informative ad on how Rakuten helps shoppers save money by downloading the app. This will make their cash registers ring.
General Motors and Netflix – I believe this commercial was developed to promote that Netflix is going to use Electric Vehicles in their new movies and that General Motors has developed a full line of electric vehicles (even though they are late to the party.) I am not sure who paid the $14 million for this airtime or for Will Ferrell’s services, but both Netflix’s and GM’s messages got totally lost in all the creative. The commercial ends with “Let’s Give EVs the stage they deserve.” I could not have said it better.
Jeep – People buy Jeeps because they are fun to drive, and they go anywhere. This commercial illustrates and celebrates that tradition of adventure in the Jeep Grand Cherokee and the Jeep Wrangler, but with a modern twist. Both vehicles are electric/hybrids.
Ram – Jason Jones (The Detour) narrates a one minute spoof about Premature Electrification which sounds more like sexual challenge for couples. The team at Saturday Night Live would be proud of this one, but an electric truck that is already late to the party and is not available until the Fall of 2024 should feel very self-conscious about still having nothing to show.
Dunkin – Ben Affleck is having fun working at a Dunkin drive-through when Jennifer Lopez drives through to order a glazed and is shocked to see Ben. Ben even delivers a great line – How can it be this inexpensive and good? The playful environment and appropriate use of celebrities reflects well on the Dunkin brand.
Turbo Tax – Doing your taxes is one of the most dreaded responsibilities of the year and watching a commercial about taxes usually does not generate much attention. However, Turbo Tax this year focused on one of the real benefits – freeing up time to do anything else. This should generate a positive return.
Michelob Ultra – In case you missed it, this was a match between Succession actor Brian Cox and Superstar Serena Williams. The positives were there was Michelob Ultra identification throughout the 60 seconds with the tag line at the end – “It’s only worth it if you enjoy it.” With the look back to Caddie Shack, I am would guess that most viewers will really enjoyed it.
Experian – John Cena enthusiastically promotes the fact that you can boost your FICO score by paying rent. Really? In this environment, the only score anyone will remember is the score of the football game.
Doritos – Jack Harlow and Missy Elliott (American Rappers) star in a commercial that opens a new genre of music – Triangle. However, Elton John steals the triangle player of the year award. While this one is funny, it is also confusing. If the new angle Doritos should be trying to promote is the new BBQ flavor, that message gets barbequed in the creative. Editors note: Mike was the assistant product manager on DORITOS in 1975 when the new flavor Nacho Cheese was introduced.
M&Ms – It looks like Maya Rudolph has become a temporary spokesperson for M&M’s since some of the previous “stars” got caught up in a political entanglement. The company’s approach to the controversy has generated a lot of positive support for the brand on social media. Now bring back the candy characters! – Editor’s note: In the post game show, they did. Smart move.
WeatherTech – Everyone said you could not manufacture products anymore in America, but WeatherTech bucked the trend and has a successful product line made in America. I did not like their Super Bowl commercials when they first came out because few people knew what WeatherTech was. I actually thought it was another Weather Website. Now that they have generated strong awareness of their product line, they can afford to run an image ad proudly claiming they are American Made. We all win, including WeatherTech.
Square Space – Adam Driver clones himself to dramatize that Square Space is a website that makes websites. I understand the idea, but the words “it could create itself” and the visuals of identical copies come too close to the bots that clone themselves and cause havoc to inflate social media likes or to penetrate websites to steal data. Let’s work to keep these guys in a very small square space.
Dexcom G7 – Here is a commercial that demonstrates the product benefits for its target audience – people dealing with diabetes. This advertisement promotes the simplicity of applying the device, showing glucose levels, predicting where it is headed, and tracking success. Imagine that – focusing on the benefits. Dexcom and the commercial are “powerful” and “simple.” “This small thing is the next big thing.”
Pringles – When Pringles were introduced in the mid 1970’s, their quick success gave those of us a Frito-Lay concern because the brand was challenging Lay’s Potato Chips. The popularity was generated by the can and the unique chip shape. Since taste is the primary driver, the initial growth trajectory quickly collapsed. The brand was successfully repositioned as a flavor transporter and focused on taste. Why anyone would go back to focusing on the can is a mystery to me.
Google – One of the key elements of good advertising (and often forgotten for the Super Bowl) is to promote a competitive advantage. Google does an outstanding job of promoting software that can fix pictures by erasing comedian Amy Schumer’s ex boyfriends or unblurring selfies with rapper Doja Cat. These two features gives the Pixel Smart Phone a Specific Edge.
Downy Unstoppables – Downy has been teasing this commercial for a couple weeks with Downy McBride sniffing his hoodie. I found the ride in the golf cart entertaining, but the reveal of Downy McBride (Danny McBride from HBOs the Righteous Gemstones) was anti-climactic.
Avocados from Mexico – The World is about to get better as Anna Faris (Scary Movie) eats the forbidden fruit in a fun interpretation of the story of Adam and Eve in the garden of Eden. Eating an Avocado makes everything better, assuming naked is better, and this will be entertaining for some, but it might be too big of a bite and will not “#MakeItBetter” for many.
Farmer’s Dog- Here is a newcomer to the Super Bowl that understands the power of making an emotional connection with their audience – Dog owners. “Nothing matters more than more years together.” No detail needed. Give the creative team a bone.
T-Mobile – John Travolta is joined by Zach Braff (Scrubs) and Donald Faison (Scrubs) as they walk through a neighborhood singing a song about T-Mobile’s home internet service. Can you believe they hit all the notes on benefits (5G, speed, price, installation) in an engaging environment? Amazing.
Bud Light – Miles Teller and wife Keleigh Sperry dance through an on-hold phone line for Bud Light. While it is a romantic commercial and well done commercial, I hope their star power will attract enough of the Super Bowl audience’s attention to avoid a disconnect.
Heineken 0.0 . Promoting a non-alcoholic brew is a challenge and Heineken was up for it by partnering up with Ant-man and the Wasp Quantomania to provide an acceptable reason for enjoying an beer without alcohol.
Booking.com – Melissa McCarthy (Ursula in the upcoming remake of the Little Mermaid) sings a straightforward message about the joy of travel and drives home the Booking.Com Brand name. This should help drive “No Vacancy.”
Uber – A few music artists attempt at writing a one hit wonder for Uber One. I think it is a problem when the viewer cannot understand the lyrics, even in a quiet room without the beer and guacamole. Did this do anything for Uber, Uber Eats or Uber One? Even Sean “Diddy” Combs can’t save this one.
DoorDash – In addition to food from restaurants, DoorDash now “gets groceries.” This simple message gets a little cut up in the produce department with three people are bouncing around the store trying to fill the order. Even so, it will help expand DoorDash’s offering.
Busch Light – The Busch Guide gives good advice about the essentials of camping – Food, Drink (Beer), and Shelter. The surprise entrance of Sarah McLachlan mocking her support for Animal Shelters provides no shelter for the creative team who developed this ad or to Sarah’s brand.
Hellmann’s – When Jon Hamm and Brie Larson end up in a refrigerator filled with leftovers, they discover Ham and Brie with Hellman’s would make a great sandwich. While Jon’s role in Maverick Top Gun and Brie’s role in Captain Marvel does not make them leftovers, they do a good job in delivering Make Taste Not Waste.
Remy Martin – Serena Williams delivers her locker room monologue to inspire a football team by teaming up for excellence to drive greatness inch by inch. While the connection to the brand might be a stretch, the association with one of the greatest athletes of our time will inspire viewers to drink Remy Martin.
Kia Telluride – Dad forgot the binky and makes a heroic journey back home to retrieve it which captures the attention of social media along the way. Dad has good company in forgetting. The creative was so good that the 100+ million viewers will also forget something- what car company paid for that commercial.
Planters – A long list of comedians including Jeff Ross and Natasha Leggero participate in a roast of Planters’ Mr. Peanut. This is an appropriate brand commercial for the market leader. – “Made to be Roasted.”
Budweiser – Six degrees of separation– Budweiser returns to their core audience of everyday beer drinkers in this commercial that focuses on sharing. They also enlist the help of the Clydesdales (even though they played a very minor role) and brought back their terrific slogan, “This Bud’s for you.” While I like the commercial, this mellow spot missed the wow factor to get noticed in the super bowl environment. Using Kevin Bacon as the narrator (from six degrees) won’t get noticed either.
PopCorners – Aaron Paul and Bryan Cranston reunite from Breaking Bad, a very popular crime series that ran for 5 seasons and ended 10 years ago. This commercial promotes all the benefits – 7 flavors, air popped, never fried, basic ingredients, tastes great. Breaking Bad fans will love the reunion. Everyone else will be lost in the desert.
Skechers – Snoop Dogg lives an exciting life and shows how Skechers can fit into the wide variety of his adventures “for all walks of life” with support from Tony Roma, Howie Long and Martha Stewart. Since a shoe is the center of each of the vignettes, I believe this is a step in the right direction.
Crown Royal – Dave Grohl, the lead singer for Foo Fighters from Warren, Ohio spends 30 seconds thanking Canada for their great contributions to the world which includes peanut butter, wheel chairs, hockey, paint rollers, and the battery. And of course, Canadian Whiskey as in Crown Royal. Other than associating Crown Royal with Canadian Whiskey, I am not sure what this does for the brand.
Workday – Paul Stanley (KISS) attacks the corporate world with support from Ozzy Osbourne, Gary Clark Jr., Joan Jett, and Billy Idol on the use of “Rock Star” to describe a high performer. The leap to helping your HR and Finance team become top performers or “Rock Stars” is an easy one….assuming you know Workday is a software vendor.
Molson Coors Beverages pits its two popular beers against each other in a commercial to provide a platform for Draft King to connect with current and prospective gamblers. While I am not sure of the benefit to either brand, associating Blue Moon (a craft beer owned by Molson Coors) with two brands that appeal to the masses is not worth the bet.
Draft King – This online betting site drafted Tony Hawk, Emmitt Smith, Dr. J, David Ortiz, and Ludacris to Kevin Hart’s house to promote a free bet for all customers. When you are in a category that is challenged to find a point of differentiation, promoting celebrities having fun might be a good option to bet on.
About Mike Wien – After spending 28 years in senior marketing roles at Frito-Lay, Pepsi, CitiBank, Omni Hotels and Deloitte, Mike left the Corporate World to teach Marketing and Franchising at Georgia State University. Five years ago, Mike semi-retired, moved to Boulder, Colorado to spend more time skiing and training for Ironman Triathlon and marathon races. Last year, Mike won the Long Course Triathlon World Championship for his age group in Slovakia for TeamUSA. When he is not skiing or training, he is working with a few clients on marketing strategy or providing keynote speeches to companies on gaining a competitive advantage or a “Specific Edge.”
Mike Wien
The Specific Edge Institute
Boulder, Colorado