I heard my friends saying things like “all the Super Bowl commercials are mid this year” or “that doesn’t make me want to buy that product”. In order for most commercials to make sense, you have to think like a marketer. What is the objective of the ad? Who are they trying to reach? How will the target consumer react to the ad?
I often think about one of my marketing professors who said, “If you think an ad is pointless or dumb, you probably aren’t the target audience”.
Celebrity Endorsements
Celebrities played a significant role in this year’s commercials. Their endorsements can help brands tap into new fan bases and draw associations that align with the brand’s image and values.
Here are some of my favorites this year:
1. Michelob Ultra and Lionel Messi: Michelob Ultra has consistently positioned itself as a low-calorie beer that doesn’t compromise on flavor. By featuring elite athlete Lionel Messi, Michelob Ultra reinforces its image as a healthy choice.
2. CeraVe and Michael Cera: Michael Cera’s association with CeraVe is a strategic move to appeal to a younger, health-conscious audience. His relatable and down-to-earth persona aligns with CeraVe’s brand values.
3. Uber Eats and Jennifer Aniston: Jennifer Aniston’s endorsement for Uber Eats targets a broad demographic, leveraging her widespread popularity and trustworthiness to promote convenience and quality.
4. Bud Light and Post Malone: Post Malone’s partnership with Bud Light aims to attract younger, music-loving consumers. His image as someone who’s chill but likes to party fits with Bud Light’s brand.
5. Starry and Ice Spice: Ice Spice’s collaboration with Starry is designed to appeal to a younger, trend-conscious audience. Her edgy image helps position Starry as a modern and exciting beverage choice.
Analysis of Two Stand-Out Commercials:
Ad #1: Michelob Ultra
Michelob Ultra has always been positioned as a low-calorie choice that doesn’t sacrifice flavor. By using elite athlete Lionel Messi (who now plays for the MLS team Inter Miami) as a spokesperson, they are further solidifying their choice as a healthy alternative to other beers. The ad not only emphasizes the low-calorie nature of the beer but also associates it with the excellence and discipline of an elite athlete.
Also, ponder for a moment what fans of Messi might think. Someone who isn’t a fan of Messi would likely think this was just another beer commercial. Personally, my friends and I thought it was cool to see an Argentinian soccer star transcend the sport to be in an American football commercial!
Ad #2: Poppi
Poppi had a beautiful ad with a clear message: “We are the future of Soda”. Soda’s highly competitive category has been dominated by Coca-Cola and PepsiCo’s iconic marketing campaigns for decades. It’s refreshing to see a new up-and-coming player with a spot in the Superbowl. They played with nostalgic imagery for older viewers but kept it youthful and friendly with lots of bright colors and fun fonts that appeal to young audiences and align with their brand.
Who buys soda, though? The answer is everybody. Even though their imagery and branding are young, a huge audience can benefit from the value of a healthy soda. Today, diet soda is growing faster than regular soda, but Poppi is even counter-positioned to diet soda. They highlight “no bad stuff”, “all of the flavor” and “no fake stuff”.
The Importance of Targeted Marketing
Effective Super Bowl commercials are those that understand and cater to their target audience. Whether through the use of celebrities or carefully crafted messages, successful ads resonate with viewers by aligning with their interests and values. As consumers, understanding the objective and target audience of an ad helps us appreciate the strategic thought behind its creation.
Leave a Reply