Reflections on Super Bowl Marketing Moments

by Blattel Communications
Contact

Another Super Bowl (and epic mass media marketing event) is in the books and the Philadelphia Eagles are Super Bowl champions for the first time in franchise history. The game was a nail-biter and Blattel Communications even had its own friendly rivalry between West Coast-Michael (Michael Panelli, Patriots fan) and East Coast-Michael (Michael Bond, Eagles fan). While ratings dipped slightly from last year, it was still a true “water cooler” moment for the nation, drawing 103.4 million viewers who also took in a batch of ads aimed at heart-strands, patriotism and funny bones. Blattel Communications’ team members offer their picks and a few nuggets of marketing wisdom:

Traci Stuart – I’m giving the win to Tide on this one! Way to “go big or go home” with the game day ad! We always say repetition is the key to successful advertising, and Proctor & Gamble definitely nailed it on consistency – to the point where folks expected Tide to pop up in many of the other brands’ spots. The series had it all, including throwbacks to iconic ads of the past; social media tie-ins (#thisisatidead) with celebrity comments (@terrybradshaw and @bettymwhite); and a big ol’ nod to a pop culture phenomenon with a family friendly (and probably slightly more affordable) celeb in David Harbour from Netflix original #strangerthings. And, nobody needed to change the digital and water cooler conversation quite like Tide given that teens have been eating and meme-ing the company’s colorful Tide Pods.

Click here to watch video

I’ve also got to give a hat tip to NBC for the promo and timing of “the big Jack episode” of This Is Us. Super Bowl tie-in, emotional tug of a quintessential “dad moment,” and clever foreshadowing of the post-Super Bowl, janky-Crock-Pot, Jack-doomsday apocalypse.

Michael Panelli – Danny McBride starring in a fake trailer for a new Crocodile Dundee movie? What’s not to like? Too bad it’s not a real trailer. It was a different type of Super Bowl ad; it actually made viewers believe a new movie was in development! (The “movie” actually had an entire pre-Super Bowl campaign, adding to the wonder about a “real” project.) Using a fake movie trailer to get people’s attention – for visiting Australia – was novel.

 Click here to watch video

Joey Telucci – The clear winners of the Super Bowl (besides the Eagles) were obviously Eli Manning and Odell Beckham, Jr. Their interpretation of the Dirty Dancing “(I’ve Had) The Time of My Life” routine was legendary and would make Patrick Swayze proud. It was definitely my favorite of the night and got the most laughs from the group I was with. Too bad it was just an NFL commercial: it would have been a great pitch for any number of products. Kudos, NFL. Kudos. Close second was seeing Danny DeVito (AKA Frank Reynolds from It’s Always Sunny in Philadelphia) portray an M&M. Classic Frank (if you watch the show).

Blattel Communications’ Ellen Blattel, Penny Desatnik and Vicky Jay also picked this spot as their favorite.

 Click here to watch video

Michael Bond – Joey Telucci’s silver-medalist is my gold-medalist. The evolution, or devolution, of Danny DeVito with his role on Always Sunny is fun to watch and the M&Ms ad shows that he is a good sport about his physical stature, or lack thereof. For a classic comedic actor to be so uninhibited is refreshing, and the spot evoked a delighted comment, “Of course, HE’s the M&M!” from one of my viewers. Candy is one of those categories, and M+Ms as a product in particular, where I’m not sure if ads really move the needle in terms of sales. M&Ms are iconic, delicious and without a real substitute. Still, the brand’s campaigns are consistently witty.

 Click here to watch video

Shifting gears, I also really liked the Budweiser disaster relief spot. Regardless of one’s opinion on its suds, the company consistently cans and supplies out much-needed water to communities affected by natural disasters. Every time they do so, great press ensues with images of pallets and pallets of water enjoying print and airtime. While I’m a perpetual cynic*, I do think this is a move spurred by doing good first rather than by getting good press.

 Click here to watch video

*Here is my super-cynic Super Bowl moment: Remember how Amazon’s digital assistant Alexa was predicting an Eagles win? I firmly believe that this was a strategic choice designed to generate media interest, and it did. If she had picked the favored Pats to repeat as champs, it would likely have been far less of a story. However, as an Eagles fan, I still enjoyed the prediction – and seeing Panelli dig into that cheesesteak (if only he’d been in a Foles jersey.)

Written by:

Blattel Communications
Contact
more
less

Blattel Communications on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):
hide

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.

Security

JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.