Super bowl commercials the studs and the duds

The commercial I found the most entertaining goes to coke and its “here brother” commercial. Yes, Coke has somehow done it once again and captured an emotionally satisfying performance. In the commercial Coke has the older brother teasing the younger sibling, I know in my experience this is what my brother did to me and it was non-stop. Although brothers like to tease and pick on you, the majority of the time they are the first ones to stick up or protect you when other people are doing it. I am not the only with this opinion. Just take the Staal brothers for example in this article Jordan Staal says “It was pretty intense — a few elbows thrown, some sticks thrown across the rink and stuff”(espn.go, 2007) Yet when his brother Erik won the Stanley cup the first people to get to see it was his brothers.  Coke made a commercial that could connect with all the brothers. This was a genius marketing technique because they are such a family oriented and nostalgic company.

Now that we have covered the stud lets take a look at a dud. The snickers commercial I thought was one of the worst. The overall commercial itself although it was funny, we have seen this exact commercial so many times. This is a Superbowl when your company is supposed to step your game up and make you commercial to be the one to remember. I had actually forgotten that snickers even had a commercial at the end of the game. This is a bad sign seeing as how on average a Superbowl commercial cost about 5 million dollars for about 30 seconds.(heavy, 2016) I found this ad to be the least effective. I am not sure what snickers was thinking spending this much money to put on a regular ad we have all seen before. I feel like they may not make their money back on this one. I do not see their sales going up drastically.

So now on  to  comparing the ads. On one hand you have Coke who used the sound effect in as their technique. They had some very dramatic music in the background to set the mood. This was done very well because it made you feel connected with the characters in the commercial without even using dialogue. On the other hand, you have snickers who had very famous people in their ad, however even with these big names, I do not think they were able to capture the response they wanted. I understand they were trying to use repetition, but I think it actually worked against them in this case. For me I did not find this funny anymore and I really just ignored the commercial. Here is another ad by snickers to show you that the add was so similar and made the Superbowl commercial feel like just another boring or dull commercial. https://www.youtube.com/watch?v=iaUcLzxMFq4   I actually even think this snickers commercial was better done than the one at the Superbowl.

For my studs. I will have to say the top 3 commercials at SuerBowl 16 were Coke “hey brother” Hyundai with Kevin Hart for putting humour in the advertisement that their target demographic will appreciate, and lastly the Prius for going out of their comfort zone showing that a Prius can be for more people than just the older demographic they are used to.  For snickers sorry you were the least entertaining and the least effective I found. The commercial was just an average ad and did not do enough to draw me in.

References,

Amber, D. (2007, May 16). From backyard to big stage, Staal loves sibling rivalry. Retrieved February 15, 2016, from http://espn.go.com/nhl/columns/story?columnist=amber_david&id=2800729

Super Bowl Commercials 2016: How Much Does an Ad Cost? (2016). Retrieved February 15, 2016, from http://heavy.com/sports/2016/02/super-bowl-commercial-cost-2016-ad-how-much-money-expensive-value/

 

 

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