9 High-Impact Ads From Super Bowl 52
Every year, millions of Americans come together on the first Sunday of February to watch the New England Patriots play a football game. Fortunately for the majority of the country that knows how to pronounce Rs, Super Bowl 52 truly was a Super Sunday.
Almost as big a part of the game itself are the television ads that run during the game. With over 100 million viewers, many actually leaning in to watch the ads, the Super Bowl is the premier advertising event of the year and a great opportunity for brands and companies to reach and engage consumers.
Given that everyone (all right at least one-third of everyone) is watching, the $5 million for a :30 spot seems reasonable. That’s works out to a $50 CPM, and while that is more than a $5.00 CPM you might pay for digital display, a day later people are going to at least remember seeing the ad.
Still $5 million is a lot of money, and brands and companies that advertised are going to want to know their return on ad spend (ROAS).
For many advertisers, the Super Bowl is an opportunity to demonstrate their position in culture and be a part of the big event with millions of consumers. Today agency execs around the country are having somebody from the strategy department explain the social media reports to understand how much "conversation" there is after the ad (#bleepdontstink — you’re welcome Grey).
But for many other advertisers, $5 million better move the needle; more responses, more market share, more sales, etc.
At HackerAgency, all media investment produce some sort of return. Ultimately our clients would like to see sales, but sometimes it is just getting the consumer to take the first step to purchase. The ad can still be entertaining, but to ensure a ROAS and to motivate that first step and we believe a spot must:
- Be clear about the product what the ad is for
- Differentiate the product from others
- Establish a problem a provide a solution
- Have a call to action
In the spirit of the game, below are HackerAgency’s "First Annual Super Bowl High-Impact Ad Awards," our take on a few ads from this year’s Super Bowl that did a good job that tried to move the ball down field.
1. The Nick Foles 'Nobody Believes in Me but I’m Going to Make a Difference' Award: Sprint
Like Nick, Sprint really took advantage of the moment and their opportunity to reach 1/3 of the country and gain some share in wireless carrier space. Unlike Verizon and T-Mobile — who choose to run feel-good, come together spots — in the very first commercial break of the game, Sprint ran a spot that went right at the market leader.
The spot does establishes the rational Sprint benefit of comparable service at half the cost with a direct call to action of “Switch to Sprint.” Although I don’t think anyone is going to feel dumb about having a Verizon, this might get some people to reconsider.
2. The Malcolm Butler 'I’m Not Playing' Award: AT&T
Where was AT&T? They are probably saving their money so they can show an ad every 2.5 minutes during March Madness next month.
3. The Fletcher Cox 'Bringing the Pain' Award: Rocket Mortgage by Quicken Loans
Mortgages are a pain and talking about mortgages is even more painful. It does take a while to figure out what this ad is for, but Keegan Michael-Key can keep anyone’s attention for 40 seconds. When the ad does get to the payoff, it has done a great job of establishing the problem with mortgages and showing Rocket Mortgage as the simple, perfect solution to the problem.