It’s three days before Super Bowl XLVIII. We’re reading about the pointlessness of “Media Day,” Richard Sherman (still) and – of course – the commercials.
Leaking commercials prior to an event like the Super Bowl is a new trend in advertising. It builds “buzz” and generates conversation about a brand. In fact, digital marketing has become so powerful that a company can skip the cost of a national or regional advertising buy during the game (roughly $4 million for 30 seconds) and simply release the content. And, executed effectively, works.
Remember: the ultimate test of a successful ad is that a consumer recalls the product or brand associated with the spot.
Here are a few of our favorite spots that have been released, so far.
“Sorry, Coke and Pepsi” (Sodastream)
You won’t see this version during the broadcast – it was rejected by Fox for mentioning direct competitors, Coke and Pepsi. Look for it in the 4th quarter.
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“The Right Music” (Beats Music App)
Bears, music, Ellen and dancing? It’s a perfect combination.
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“Puppy Love” (Budweiser)
What’s not to love, if you’re a fan of the Clydesdales like we are? (We don’t drink their product, though…we’re wine and Summit people.)
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“Rendezvous” (Jaguar)
We talked a lot about this one – the idea is wildly creative: British villains played by Ben Kingsley, Tom Hiddleston and Mark Strong share their secrets. But the idea is a little muddled in execution: the title of the spot differs from the hashtag, which differs from the vanity URL. Consistency in message is important.
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“Wings” (Volkswagon)
Not only does this spot take a sentimental look at “…an angel gets its wings…”, the execution is creative, fun and humorous. The punchline is edgy, considering it’s a family-friendly ad. Well done. And effective, because the reference is to “German engineers,” consumers would likely recall that it’s an ad for Volkswagon.
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“Mega Huge Football Ad We Didn’t Make” (Newcastle)
Newcastle is winning the Super Bowl ad game so far. With content, buzz, Keyshawn Johnson, Anna Kendrick and a strong PR plan… they’re just doing every thing right. Check out their YouTube Channel.
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If you really want to get the jump on what you’ll be seeing during the game, take a look at the Ad Age Super Bowl Ad Chart.
Happy Super Bowl (advertising) viewing.