The Big Game is over. Tom Brady's back on top. Lady Gaga stunned the nation by avoiding all the pre-game drama and simply singing songs. So now we can ask the real question about Super Bowl LI: Which ad takes the honor of being the best advertisement of 2017?
For the record, my favorite was Avacados from Mexico, followed by Christopher Walken's and Justin Timberlake's “Bai” ad.
Advertisers spent five million dollars to purchase a 30-second spot during the Big Game. With that much money on the line, you can bet that agencies put their best and brightest to work creating a spot that resonates with viewers and hopefully encourages them to purchase their product.
As a media professional, you get the benefit of seeing the results of all that creativity and pulling those messages apart to see what worked and what didn't. And you can put some of those ideas to work for you.
So when you go back and re-watch the ads, ask yourself these questions:
1) What message was the advertiser trying to give to viewers?
2) Who were they targeting?
3) Did the message stay true to their brand, or was it lost in controversy? (Or just plain boring?)
4) Was the story compelling? Does it move you to action? Will you purchase the product or watch the movie based on what you saw?
5) What one thing could the advertiser do – in your opinion – to tell a better story?
Take the answers you gave to these questions and apply them to your station/social media messaging. How can you make your promotions, advertising and messaging stronger by putting these lessons to work in your world?