If you were gearing up to watch the battle between Broncos and Panthers last weekend, you’re not alone. Not only men who are excited about Super Bowl 50, according to a survey conducted by Influenster, 80 percent of women watch the game either. Interestingly, while 57 percent of the 6000 women surveyed say they watched the Super Bowl for the game itself, 73 percent watch it for the commercials.The research proved that Super Bowl is definitely an arena for big brands to compete consumers’ favor. As a business owner, you might want to gauge deeper about the strategies behind these commercials to develop your enterprise.
Bring the unfamiliar close to home
Sometimes your target audience is unaware or cannot resonate with what you’re promoting until it related to their lives. The “Text Talk” campaign presented by NoMore.org creates a scenario that two women are texting during the football game. A woman was asked via text whether she’s ok, the audience saw the dots appear when she was typing a reply, and then the dots suddenly disappear when she delete what she was about to say. Seeing the real-to-life scene, the viewers started to worry about the safety of that woman, which brought people attention to the domestic violence and sexual assault.
Generate social media buzz
There are always wacky brands incorporate unusual methods to entice consumers’ curiosity. This approach might be risky but definitely effective in securing media coverage. Mountain Dew’s new commercial features on a horrific creature with dog’s face, monkey’s tail and body feet. The odd look character dances around and screams out loud “puppy monkey baby” during the whole ad to promote Mountain Dew new product – Kickstart. Some people love the crazy idea while others think this ad is the worst ad in Super Bowl history. Regardless if people loved it or hated it, everyone is talking about it! Although the general public has ambivalent feelings towards this Frankenstein creature, this commercial won the most attention and went viral on all social media platforms. The response has been so huge, that puppy monkey baby merchandise is going to be available for purchase in the near future!
Ramp up the cute effect
Puppies, kittens and kids are an effective way to bring in brand love through emotional connection. Heinz’s Super Bowl commercial had a group of dachshund puppies dressed in hot dogs running to their Ketchup family while Harry Nilsson’s “Without You” played in the background. When the moment our hearts melt, the sales of Heinz Ketchup surges.
Make use of metaphors
Metaphors make unexpected connections between two unrelated objects to deliver the message in a unique way. In Kia’s spot, Christopher Walken uses a colorful sock and beige sock to explain how blending in is a boring and uninspired way to live your life He then shows a Kia Optima, saying, “it’s like the world’s most exciting pair of socks.” According to Walken, other vehicles are like beige socks that are content to blend in, while Kia midsize sedan is like vibrant socks that are made for customers who expect more excitement. It would never occur to viewers to associate preference to sock color with cars purchasing decision. However, Walken has successfully made this connection plausible and effectively communicates the key message.
Evoke a powerful emotion
Product or services are common on most of the commercials. To stand out, brands need to tell a story that resonates with consumer’s heart. Instead of telling the negative impact of wasting water, Colgate “Making every drop of water count” campaign shows a typical theme – a man leaves the tap running while brushing their teeth. While it runs, hands from all over the world reach under the faucet to fill up a cup, a bowl, and wash a dirty fruit, and then end up with a little girl grabs a drink of water to signify how valuable the water running is. The strong contrast between wasting and cherishing water resource strikes viewers. This non-preachy social cause campaign uses emotional appeal by pointing out the privilege of clean running water to change people’s behaviors.
With video, brands can effortlessly defy stereotypes and show how the products work across sectors. This year, Mini’s commercial aims to defy labels and encourage potential customers to look beyond stereotype associated with the compact car while introducing the Clubman model. Featured personalities include Serena Williams, Abby Wambach, T-Pain, Randy Johnson, Tony Hawk, and Harvey Keitel. These celebrities collectively challenge the perceptions often linked to Mini’s vehicles, such as it being a “chick’s car” or a “young professional’s car””. The ad aims to inspire people to shed the labels society has placed upon them and instead define themselves.
Bring Humor to the table
Make a person laughing is the best way to have him remember you. However, advertisers need to be careful about the line between funny and offensive. Hyundai –First Date commercial demonstrates a great example of how to apply humor while introducing its new product. The ad shows a helicopter dad who is worried about his little girl’s new date, so he goes all sorts of lengths to protect his daughter. Featuring Kevin Hart, the crazy dad stalks his daughter and her companion with the help of “Car Finder” on the 2016 Hyundai Genesis. The hilarious scenes amuse the viewers while also reminding them about this new feature.
Go deeper than product
Obviously, most commercials focus on delivering product features. While what really makes a brand stand out, is the dream behind the product. For example, Steve Jobs did not sell the computers; he sold the promise of a better world – Think Different. Audi applies the same tactic into its’ new ad. A retired astronaut who lost his passion for life, until he took his son for a spin on Audi R8, he felt rebirth again. Audi knew only a few people can afford a luxury vehicle; so it emphasizes more on the remarkable driving experience you’ll get from this car. With impeccable branding position, Audi pushes itself over the top.
Make the familiar…unfamiliar
We’re all tired of the cliche produce commercials with green orchards and happy farmers? Avocados from Mexico make a bold move away from this in order to stand out in a unique way. Instead of farmers, they’ve got a group of aliens to tell the story. In the spot, the aliens are analyzing the human trends and mock how silly human beings are while the only impressive trend is the always-in-season avocados. The key message is still the familiar “fresh produce,” but by changing the way to express it, the feeling is totally refreshing.
Every commercial has its own pros and cons, and viewers have different opinions among them. Good or bad, we can still get inspiration from those ads and apply it to our own video production (or find out what to avoid!).
How can you use these strategies for your own brand videos? Let us know in the comments!