Super Bowl LIII — At least there were commercials
The lack of drama on the field meant that it was up to the commercials to deliver a memorable experience. Advertisers plan and save all year for this monumental spectacle of broadcasting, and at the current $5.25 million for a 00:30 spot, it’s a big gamble. Did it pay off? Let’s take a look at some of the highlights, lowlights, and what-the-heck-did-I-just-watch-lights.
Rather than spinning epic fictional tales or relying on Hollywood celebrity cameos, many of the memorable ads this year took real stories of real people and leveraged the emotional impact that reality can bring.
Verizon took this approach with a powerful ad featuring LA Chargers head coach Anthony Lynn being reunited with the first responders who saved his life after he was hit by a speeding drunk driver. The ad was part of a campaign called, “The Team That Wouldn’t Be Here,” which features 11 NFL players and one coach who were saved by first responders.
Microsoft returned to Super Bowl advertising after a four-year absence with its “We All Win” commercial. The two-minute spot tells the stories of how the Xbox Adaptive Controller is leveling the playing field for several young gamers with disabilities and allowing them to interact with their friends in ways never before possible.
Toyota took a true story and ran with it in what was another trend this year — celebrating the achievements of women. The RAV4 Hybrid commercial told us about Toni Harris, the first woman to get a full-ride college football scholarship for a non-specialist (e.g., kicker) position.
Working in the marketing business, when you see a finished ad run on TV, it’s hard not to imagine the process that led to its creation — the hours of concepting, treatments, meetings and pitches. Multiple internal and external decision-makers are involved at every step. With that in mind, we’d love to have been a fly on the wall during the development of the Mint Mobile ad featuring chunky milk.
Social Media Director
You know how excited Buddy the Elf gets about Santa? That's how social guru Stacy Goebel feels about new ideas. Her favorite is when she gets to think out of the box to build integrated marketing strategies for clients. Grateful 2019 HITMC Agency Marketer of the Year.