How I Watch Super Bowl Commercials
I watch the Super Bowl at a party where there are usually 10-20 sets of eyes in the room with the TV. Some are watching and some are talking. To establish my own Top 10, I usually watch the full commercial break and then ask myself:
- Which spot was most memorable during the break? Why?
- Did any spots silence the party crowd and attract everyone’s attention? That’s a good sign. Or did the reverse happen and the spot got the attention but didn’t hold on to it?
- Did any of the spots change my opinion (for better or worse) about the brand?
- Were there any spots that I simply didn’t get? If I don’t get the spot then chances are I wasn’t the target market (50+, male, Caucasian, professional). Ask someone around you of a different generation if they got the spot.
There are different categories for Superbowl spots including:
- New product introduction – The spark that launched Super Bowl competition: Apple’s 1984 spot
- New benefits of an existing product – Volkswagen Passat Remote Start with Kid Darth Vader
- Warm and fuzzy brand spots usually involves puppies like this Budweiser spot
- Competition comparison – Soda Stream versus Coke & Pepsi – Actually, this ad was rejected and did not air during the Super Bowl. Be careful who you choose as your competition!
- Comedy connection – buy more of our stuff cause we’re funny – Doritos Time Machine
When you have a singular spot that crosses multiple categories effectively, then you have a proven winner.
The talk around the office on Monday will be about your favorite Super Bowl commercial. I have to say, I don’t care about your favorite. As a marketer, I care about which spot caused you to:
- Take action
- Change your perspective of the brand
- Be educated on something relevant (and aligned with the brand)
If one of the above was accomplished AND it was your favorite, that’s a big plus.
Bonus Tip: Super Bowl Party Snack
We often take pineapple to Super Bowl parties. It’s sweet but not-over-the-top sugary. Kids love it. It’s a nice balance to all of the fat-and-salt appetizers. It always gets completely eaten. We never go home with any.
Are you watching the game at a big party (15+), medium size (5-14) or a small intimate affair (1-4). Let me know your party size in a comment below.
My Prediction: Seattle by 3