Welcome to what we hope is the first installment in our new series, “This Week in Advertising”! This is where we will recap notable advertising moments & news from the past week, and occasionally offer our own insights into what these stories mean for local business owners in our area.
This past week, all eyes were on the Super Bowl, where commercials have become as important as the game & halftime show themselves. The offerings ranged from inspiring & heartwarming:
and of course, to celebrity cameo-stuffed pop culture send-ups:
Not every commercial was a touchdown – see Nationwide’s Debbie Downer of an ad below, if you feel like starting your weekend off on a depressing note:
What does this teach us? Well, the most successful ads this year were either clever (like the Loctite, Snickers & BMW ads), or uplifting (like Always & Dove’s offerings), and the ads most likely to hit a sour note were depressing (Nationwide), or gross (the toe fungus commercial that we, frankly, refuse to link to because, ick). When working on your advertising, you need to not only know your target audience, but also the general atmosphere – what mood do you want to evoke in your ad’s audience, and what environment will your ad be presented in? Nationwide flubbed by inserting a grim commercial in the middle of what is essentially an enormous nationally-televised party, while Always & Dove gave us hope & warm-fuzzies during a broadcast in which many gather with friends and family to watch the game and celebrate. And never underestimate the power of clever, well-executed humor – it will make your company seem hip, laid-back, and friendly.
Thank you again for joining us in our first edition of This Week in Advertising, and join us next time – who knows what the coming week will bring!