The Super Bowl might be the only time when Americans anticipate watching TV commercials. What is it that makes viewing commercials during the Super Bowl so different from the ad breaks during a regular cable premier? The difference is these commercials are methodically planned out with innovative marketing strategies to guide them. As online marketing continues to change and become more popular, we will see more advertisements that fit the needs of the digital sphere. A common trend for companies during Super Bowl LIV was to release teasers of their upcoming commercials to gain traction online. With over 70 commercials premiering last night, there were lots of new approaches to creating trending advertisements. The competition was fierce, so we took the time to rank our favorites and share some marketing insight behind them for you.
1. Baby Nut – Planters Peanuts
On January 22nd, 2020, Planters Peanuts announced the tragic death of their mascot Mr. Peanut. The 104-year-old icon sacrificed himself to save two motorists after a roadside accident in the Nut-Mobile. Even though Mr. Peanut’s sudden death came as a shock, it was no surprise that the tragic accident was a publicity stunt for the company. During the Super bowl, Mr. Peanut came back reincarnated as Baby Nut during his own funeral.
Complete with his infant-sized top-hat and adorable baby eyes, Baby Nut draws a striking resemblance to StarWars’ Baby Yoda. Planters was possibly inspired by the recent hype of Baby Yoda and his extensive presence in online memes. Whatever the case, Baby Nut is Twitter gold for the company. There are already several Twitter accounts dedicated to meme-ing the legume. Planters Peanuts is using the new peanut to rebrand its traditional image.
2. #MakeSpaceForWomen – Olay
Historically, the Super Bowl’s commercials have been marketed solely towards men. Only 27 percent of past commercials have even starred women, even though the Super Bowl’s audience is 40 percent female. Even then, these commercials can sexualize women and don’t necessarily promote their intellectual capabilities. With the #MeToo and feminist movements becoming regular topics of discussion, Olay capitalized on women supporting women during their Super Bowl slot. The topic is relevant to today’s political climate as women’s rights become more talked about before the 2020 election.
With an all-star cast of recognizable females such as news anchor, Katie Couric, Taraji P. Henson, and retired Astronaut, Nicole Stott, the commercial inspires women to be strong and fearless. The advertisement was interactive, using the hashtag #MakeSpaceForWomen to encourage viewers to tweet about the commercial. For every tweet sent with the hashtag, Olay plans to donate one dollar to Girls Who Code, a non-profit that aims to bridge the gender gap for women in STEM careers. Using philanthropy in your marketing strategy can be a smart decision. Giving back promotes corporate responsibility and builds trust with your community.
3. Loretta – Google
We all love a good love story, especially love stories that transcend the test of time. That’s what Google accomplishes with its tear-jerking Loretta commercial. The ad shows how tech can keep memories alive after our loved ones are gone. The advertisement showcases an elderly gentleman who asks his Google assistant to remember memories of his late wife. The innovative approach to using this advanced technology markets to an older demographic. Older viewers may not be aware of the benefits the voice assistant has to offer. If you need assistance in creating a campaign that reaches uncharted target audiences, we can help you create a marketing strategy to reach them.
4. When We All Come Together – Procter & Gamble
For the first time in Super Bowl history, Procter & Gamble brought together seven of their brands in a TV commercial. The advertisement was co-created by Americans who visited the website whenwecometogether.com. Visitors to the site selected outcomes for Head and Shoulders spokeswoman Sofia Vergara’s Superbowl party. The result was a messy, star-filled bash with guests including Troy Polamalu, Mr. Clean, Busy Phillips, and the Old Spice man. The interactive video technology platform Eko was responsible for the crossover commercial. Minutes before the commercial’s premier, additions of popular scenarios voted on the website became a part of the video. Eko’s technology was very successful in creating its first Super Bowl ad. We think more companies will integrate Eko’s technology into next year’s commercial creation process.
5. Dirty Laundry – Tide
Featuring “Always Sunny in Philadelphia” star, Charlie Day, and “Schitt’s Creek” actress Emily Hampshire, Tide laundry detergent created a full-length commercial for Super Bowl LIV. In the ad, Day tries to figure out if he’ll be able to do his laundry after the game. The laundry anxiety continued throughout the Super Bowl, with Day reappearing in Tide commercials with Wonder Woman and as an old man version of himself. Once again, Procter & Gamble, the parent company of Tide, used the crossover approach to advertise for multiple products and companies at once. This strategy is a financially sound decision, being that commercial slots during the Super Bowl cost more than $5 million this year.
What 30 second moments defined your Super Bowl experience this year? We want to know! We’re already looking forward to next year’s commercials, but until then, Outer Banks Media can help you create your own trending marketing campaign.