Last week’s post addressed the run up to Super Bowl LV and the commercials that accompany the big game. Well, the game is over and Tom Brady won…again. Seven rings? Bruh, it’s getting old. Really old. What remains fresh, however, is the topic of advertising and in this post we’ll dive deep into what makes for good, perhaps even super, advertising. OK, Brady: Let’s go deep. Hit me on the skinny post for six. And don’t leave me hangin‘.
First, let’s acknowledge that Super Bowl commercials are simply different than other ads. Often these are epic productions that seek to provide some entertainment value within America’s most-watched program. For many viewers, particularly fringe fans, the commercials are THE reason to watch. Given the $5.6M ante for a :30 second spot, it’s big business and a bit of a gamble too.
I viewed most of the Super Bowl spots. Some were great, many were so-so and a few were awful. The critics have already weighed in: Ad Age, Forbes, People, USA Today and countless others on social media have declared the best and worst commercials. Although entertaining to read, the challenge with these reviews is they’re opinion-driven and based on how well the ads are LIKED. At surface level this seems just fine. After all, if I like an ad then it must be pretty good, right? Maybe. Maybe not. Truth is that the nature of liking anything – be it a commercial, a meal, a movie, a blog post – is wholly personal and subjective. All too often commercials are evaluated on the basis of likeability alone, sometimes even in the boardrooms of the companies that make the ads. For many of us it’s as though the commercials step onstage at a TV talent show and we play the part of judges Katy or Simon, instead of our natural role as consumers, shoppers and decision makers.
Savvy marketers know that a high likeability score is certainly a ‘nice to have’ element yet has a modest impact on ad performance. What truly matters is developing advertising and associated metrics that reveal whether a commercial: 1) Gets noticed (yes, in a good way), 2) Delivers a compelling and cohesive message, and 3) Inspires the target consumer to take action (buy the brand) and/or see it in a new and positive light (build the brand). Doing so opens eyes, ears, minds and wallets.
So, if not based on liking and personal bias, how do we evaluate commercials? Be objective. Look inward. Look outward. Then start asking questions. Lots of them. What follows are fundamental questions (with more to follow in Part 2) to help increase the odds of creating successful spots.
Note: I have mad respect for the planners and creators of advertising. After all, it’s so much easier to critique than to create. Even so, advertising is expensive and there is much at stake. So, let’s get to it.
1. What exactly is the message? As concisely and precisely as possible, what are you trying to say? Is the message relevant and appealing? Is it clearly understood? Could a child, a grandparent, a light buyer or even a non-user walk away with your message? Does the ad tell a story? Is it a crisp, short story or an engaging chapter in a larger story? Every moment counts in a :30 or :60 spot. OMG what if we only have 6 seconds? Messaging is everything.
2. Does it capture my attention? Does the ad stand out from the clutter of other commercials and content? Most importantly, does it do so in an endearing way? This clip displays the polarizing nature of strong “breakthrough” in certain commercials. Warning: Viewer Discretion Advised. This ad may sear into your permanent memory while you silently scream “PLEASE STOP”
Breakthrough: Check. Annoying: Checkmate.
3. Do I “get it” in just one exposure to the commercial? Or, will it require multiple viewings to understand the brand message? If so, what’s the likelihood that I’ll lose interest and tune out the ad over time?
4. Assuming that I do “get it” quickly, does the ad also have staying power? Or, will it wear out after multiple exposures? Great creative is very cost effective because it lives longer.
5. What’s the overall tone? Does it feel right? Is it consistent with your brand equity? If not, then long and hard work is needed to shift consumer perceptions. Is it empathetic? Does it meet the moment? Tonality questions are especially important in 2021.
6. Does the ad create a lasting and positive feeling or emotion about your brand? For me, this is the essence of great advertising. Whether the goal is driving transactions or building equity (hopefully both), an ad that generates positive emotion will validate consumers’ existing behaviors or it will aid them in making new/different choices about the brands they’re willing to buy and support.
7. Does the ad show your brand actually delivering my consumer need? Can I see or feel myself in the commercial? This Super Bowl ad from Indeed is an excellent example. Viewer discretion is not advised. Go ahead and watch it more than once if you like.
Good stuff, indeed…er, by Indeed.
Smart market research can address all of these questions and more – whether that work involves exploring brand equity, message optimization, comm checks or copy testing. Reach out when you have a need.
We’ll wrap this post for now and dive deeper again soon. Until then, please jump in and share your own experiences about what makes for good advertising.
