The pressure on the Super Bowl is simply relentless. The audience is huge, and people scrutinize every move and are quick to praise or, more likely, criticize. This is true for the players as well as the advertisers.
How are advertisers responding to the pressure? As one might expect, they are playing it safe, with several clearly using proven concepts and techniques, and spending significant time and money testing.
Not surprisingly, the quality of the 2012 Super Bowl advertising was generally high, with little to offend the masses. While some people will criticize the lack of big ideas, most brands will be happy with the results.
Still, the eighth Kellogg School Super Bowl Advertising Review produced some clear winners, including some new names at the top of the list.
M&M’S was the top brand in this year’s Kellogg Super Bowl Advertising Review. The spot did everything a good Super Bowl ad needs to do: it was attention-getting, well-branded and entertaining.
The animated M&M’S are highly effective branding ambassadors: put them in the spot and the branding is crystal clear.
Honda masterfully built pre-game buzz, releasing a 10-second teaser on the web that got people talking and then releasing a longer version of the final spot well before the Super Bowl.
The Super Bowl spot still worked; the concept was distinctive and engaging, and it clearly highlighted the new CR-V.
It is a bit of a surprise to see Skechers in the top group of advertisers on the Super Bowl. This brand is a regular on the game, but often near the bottom of the list.
The spot clearly communicated a benefit: speed. And it did so in a playful manner, with a tone that fit the Super Bowl environment.
Dannon’s spot avoided lots of special effects and stuck to a simple story line. A couple enjoys a tasty cup of Oikos yogurt. The lady wallops the guy to defend her share: the yogurt is just that good.
Let’s give Dannon credit for strong branding and fresh execution.