All over the advertising community, special previews have been trickling in throughout the web these past couple of weeks, reminding us of that unofficial American holiday that brings together friends, mountains of guacamole, and more chips than you can shake a fist at. under one roof. For the advertising community, the Super Bowl represents the pinnacle of entertainment and creativity; a chance to connect with mass audiences everywhere. For 30 glorious seconds and a $4 million price tag, corporations get the chance to get their brand in front of 181 million viewers across the nation and make their brand memorable enough while they have their attention. Advertisers know that this attention is both rare and valuable; so during SB production season, the creative community digs deep in their stockpiles of imagination. To get you ready for the momentous Sunday celebration, here are some previews of SB commercials that have already been hitting the cyberspace, and what you can expect this chilly Sunday in New Jersey.
All these cheeky spots reveal something that has always been true of SB ads: humor. Advertisers recognize that what creates memorable connections with audiences is both good storytelling and an ample dose of hilarity. You would never expect a faux-Morpheus to belt out Puccini's "Nessun dorma" or a tough guy like Terry Crews to take up company with little guys like the Muppets; yet these are precisely the plots to Kia's Big Game spot and Toyota's Highlander feature. These approaches to production reveal that brand and product placement are most successful when they are placed within a narrative or plot that advertisers must weave together in the span of thirty seconds; far from an easy task.
Another common thread within the Super Bowl commercial world is the reliance on icons. Advertisers and brands tend to rely on the characters, actors or scenes that already have a place in the media world, and can be recognized by media-literate viewers everywhere. Using supermodel Danica Patrick in a GoDaddy spot or Sarah McLaughlin's animal PSA history for Audi's feature "Doberhuahua" helps connect with their audiences by building off a knowledge that they already know and infusing them with brand messages in one fell swoop.
We certainly hope you have a splendid Super Bowl Sunday, and for more previews of spots that will be hitting the endzone, check out Adweek's extensive feature articles.
To get you more excited about Super Bowl commercials than we ever could, Newcastle created another cheeky spot for your viewing pleasure: