With the Super Bowl dominating all media, we thought we would take the time to comment on the effectiveness (or lack-there-of) of Super Bowl commercials.
Over the years, these commercials have become increasingly outrageous in their attempts to be funny, entertaining and memorable. But do they actually work? Do they build product awareness and increase sales?
Take the commercial with the kid dressed up as Darth Vader. The commercial was endearing and had over 10 million hits on YouTube before the Super Bowl even aired. Now, can you tell me what kind of car that commercial was for? Probably not, and that’s because the ad’s flaw was that it didn’t link the car brand (Volkswagen) to the sentiment of the commercial strongly enough. It could just as easily have been an ad for M&M’s. It peddled entertainment and not product.
An ad essentially has two goals: to increase brand awareness and to sell the product it is advertising. It doesn’t matter how smart, funny or how many awards the commercial won. If it does not increase sales, then it did not work.
So when you watch the Super Bowl, decide for yourself whether that $3.9 million dollars for 30 seconds of airtime was equivalent to a marketing touchdown.