Super Bowl 2018 Advertising -- My Picks
It's not often I can personally say this..."What a game!?!" As someone who doesn't necessarily love football but who has a history with the city of Philadelphia, it was a great pleasure to see the team win. And the intensity of the game certainly made it easier to get through four quarters of advertising, which is what I am here to comment about!
While the game was intense, I'd say the advertising was somewhat safe. Excellent, but safe. I honestly thought we'd see much more commentary on the state of our collective souls, but I think advertisers heeded the call to stay clear of politics and social issues and keep it lighter, even when some told a greater message than the brand itself.
Tide. Wow, Tide owned the game, I must say. With multiple spots and a fav character from Stranger Things, Tide has now implanted in our heads that if the clothes are clean then it must be a Tide ad! The brand borrowed imagery from classic Super Bowl advertising so that virtually every ad is a Tide ad. Fun! And lasting. Here's the long version...
Doritos and Mountain Dew. This brand mashup got a lot of buzz when it first previewed and it stood the test of going live on the Super Bowl, breaking through the clutter. Who doesn't love a lip synch contest, especially if we get to see Missy Elliott!?! Blaze vs. Ice...
Toyota. Some brands did go to the more serious side, but with great success. We saw the usual suspects of car brands, but none did as well as Toyota with their sponsorship of the 2018 Paralympics. "When we are free to move, then anything is possible." The mix of inspiring support along with a nod to their own product line made for exceptional advertising. Not to mention the amazing music and "good odds" storytelling...
Verizon. The surprise of the night came from Verizon, who honored first responders by featuring survivors who called to thank those who saved them from tragedy. It's a wow, with a perfect tie to the brand and what it offers. Bravo...
I could go on and on...but I'll save some more picks for the rest of the week so stay tuned!
What are your favorites? What's your experience? JIM.