Super Bowl Sunday is arguably the biggest night of the year for advertisers. With a whopping $5.2 million spent on each 30-second ad in this year’s top spots, marketers and brands across the country and around the globe levied to make the most of their investment. From social-trends taking center stage to A-list celebrities reprising old roles, FerebeeLane, a Greenville-based full-service marketing and advertising agency, is breaking down what trends they saw from this year’s best (and worst!) Super Bowl commercials.
1. There’s No Hiding from Today’s Political Climate
It’s no secret news organizations across the nation continue to dwindle due to large budget cuts, but the need for strong news coverage is more prominent than ever. The Washington Post aired its first ever Super Bowl Commercial and we thought it made a bold statement. Our copywriters especially loved the simplicity of the spot’s tag ‘Democracy dies in darkness,’ applauding its power to capture their message and give the public a call-to-action in just a few words.
2. Traditional Advertising Hasn’t Died
Other creatives may say that overall, brands played it safe this Super Bowl, but we say there’s still a place for traditional advertising. Take Google’s second commercial spot aimed at helping Veterans find jobs through their ‘Grow with Google’ initiative. They have a solution for a real problem and told that story beautifully. What’s safe about that? There’s never a one-size-fits all approach, but some of the best advertising stems from authenticity.
3. Celebrity Endorsements Still Have Value
We’re looking at you—Pepsi, Stella Artois, Hyundai, Bumble, Planters, Bubly, Michelob Ultra and so many more. As the influencer marketing landscape continues to take on new shapes in 2019, (hello a projected $10 billion industry!), it was interesting to see household names partner with more traditional celebrities, the people who shaped the up-and-coming marketing strategy in the first place, over new-age digital influencers.
4. More than a Little Friendly Competition
It’s nothing new seeing brands go after one another for a moment in the spotlight, just take one look at Wendy’s Twitter feed. But this year’s Super Bowl put brand battles in the spotlight. From Pepsi proving it’s more than okay when compared to Coke, Zaxbys not-so-subtle call out of Chick-fil-a’s operating hours to Bud Light’s corn syrup call out—the shade was real. We saw Miller Lite take to social media immediately after the Bud Light spot aired, getting our social influence team excited to see the beef play out online throughout 2019.
5. Teasers Never Fail
Bud Light partnering with Game of Thrones was odd for non-viewers, but an exciting teaser for fans as the final season airs this April. There were plenty of teasers from Disney, with its trailer for the new Avengers movie and Toy Story 4 exciting fans across generations. Universal got people talking with their Fast and Furious spinoff but Hulu may have come out on top, dropping its ‘Wake up, America’ trailer for season three, proving nothing will get fans talking more than a sneak peek at their most anticipated and beloved shows.
