Tom Brady and Lady Gaga weren’t the only ones to grab the attention of the public during this year’s Super Bowl. Costing an average of $5 million to secure a 30-second slot of advertisement during the Super Bowl, the pressure on companies to deliver high performing commercials creates a buzz to see which companies will be able to rise to the occasion. This year Ad Meter tracked the Top 5 Super Bowl LI commercials based on their average ratings and we broke down what may have made them so successful:
5) Tide, #BradshawStain
The Tide commercial featuring Terry Bradshaw successfully utilized audience engagement on social media in order to garner viewership. People within the commercial were tweeting using #BradshawStain, which prompted viewers to tweet pictures of stains on their clothing using the same hashtag. Not to mention several Twitter accounts have already popped up parodying the commercial by tweeting as if they were the stain on Bradshaw’s shirt similar to the real twitter account. The incorporation of social media certainly helped drive traffic to Tide this year.
4) Budweiser, “Born the Hard Way”
Recently, President Trump’s attempted ban to stop all travelers from 7 different countries has stirred some controversy among the public. With that in mind, Budweiser took a calculated risk by addressing the hot topic issue of immigration in the United States, and it worked. Although the reactions to this commercial were not always positive, it impacted its audience and became one of the most talked about commercials from the Super Bowl. According to a digital marketing company Amobee, Budweiser’s digital content engagement increased by 606% since the ad aired.
3) Audi, “Daughter” a
Audi’s commercial “Daughter” also exemplified how touching on modern day issues can make a Super Bowl commercial a success. We are coming off of the Women’s March, which according to Huffington Post is likely the largest single-day demonstration in U.S history, where women gathered all around the world to protest for equal rights. “Daughter” highlighted a relevant, popular topic, gender inequality, and added a layer of sentimentality by telling the story from the viewpoint of a father watching his young daughter quite literally compete in a race against all boys.
2) Honda, “Yearbooks”
“Yearbooks” showcased beloved stars such as Steve Carell, Jimmy Kimmel, and Tina Fey and humanized them by creating a personal, relatable connection with the audience. By using stop-motion, the actors voiced their real animated yearbook photos in order to tell what motivated them to chase their dreams. Not only did this commercial allow us to see some of our household favorites as awkward, geeky teens, but it also reminded us that people we look up to were once exactly like us. Thus, reminding us if they could achieve their dreams, then so could we.
1) Kia, “Hero’s Journey”
With many of the Super Bowl commercials addressing controversial national issues or heartfelt messages, it was nice to see a light-hearted commercial. “Hero’s Journey” expertly walked the line between being funny and strange, which was well executed by the comedic styling of Melissa McCarthy. The advertisement held a fun, refreshing tone that made it the top rated commercials from Super Bowl LI.