Super Bowl Ads

Super Bowl Ads: The Coming Storm

22 Jan , 2016  

People in Washington, Philadelphia and New York are waiting for what might be a historic storm. A few flakes are falling at the moment but not much. This will soon change.

It is the same story for Super Bowl advertising. Just over two weeks to go and all is calm. Things are rather quiet on the marketing front.

A number of brands have announced that they will be advertising–Butterfinger had someone jump out of a plane back in December to build anticipation–and BMW released a teaser campaign on Monday. You can watch the video below.

 

 

AB InBev’s Shock Top and Bud Light both released teaser spots this morning. Still, overall there isn’t much happening. We’ve heard nothing of note from most of the advertisers.

 

Why have things been so quiet? Two reasons:

First, it is too early. People have a short attention span, and the Super Bowl is over two weeks away. People aren’t focused on the advertising yet, or the game.

Second, secrecy is critical. One of the ways that brands generate excitement is by doing something unexpected and surprising. Companies are working very hard to keep things under wraps. There are many non-disclosure agreements in place.

Rest assured, Super Bowl advertisers have elaborate plans for the weeks leading up to the big event. The storm is coming. On Sunday, we will learn which teams will be playing in the Super Bowl, and people will start thinking about the game and the advertising. This will trigger a historic marketing blitz, as advertisers fight to win the pre-game weeks.

 

Look for a few things:

Teaser spots

A majority of advertisers will release teaser spots to generate views. Some, like BMW, will have a series of teaser ads and release them over time.

Celebrities

It should be a huge year for celebrities. When you are spending $5 million for a spot, it is easy to justify some of the funds to get a known spokesperson. Look for the usual big names, but also anticipate some surprise appearances. Skittles will apparently be using Aerosmith’s Steven Tyler.

Digital games and activities

Brands will work hard to engage with consumers through on-line activities. Look for a number of different efforts to bring in people, and more hashtags than you can imagine.

Early releases

Most brands will release their spots a few days before the Super Bowl. Only a few will protect the surprise until the game. My advice? Enjoy these last moments of relative quiet.


Join me in New York City the evening of February 2 to learn more about Super Bowl advertising and trends this year. I will be speaking at an event with the Kellogg Alumni Club of New York. It is open to the public; you can sign up here.


One Response

  1. Check out our staff’s top picks for #SB50 ads – the good, the bad & the ugly. Join the conversation at #CRSuperBowl. http://chappellroberts.com/thoughts/the-perfect-super-bowl-ad/

Leave a Reply

Archives

Conversation Across the Site

  • Stephen Calkins { You were kind not to protest. For an argument that customer service is a key part of iPhone success, see story in today's New York... } – The High Cost of Poor Service
  • emitahill { Wonderful, Tim. I am wildly envious. Love all three of those cities and haven't been in far too long. } – Branding Observations from a Trip to Europe
  • Stephen Calkins { If Whitmire followed other advice you've given--live frugally and save regularly--at least he'll not have serious financial worries. He's 57 and presumably still receiving movie... } – Learning from Kermit’s Downfall
  • Dana { Charging fees is only one part of the racket HA is doing. They are also collecting all monies, collecting interest on the homeowners rents and... } – Why Homeaway’s New Fee Makes Sense
  • Jos. Smedley { Two Dogs, well today we received news from Home Away that starting SOON { "coming to a theatre near you" } there will be a... } – Why Homeaway’s New Fee Makes Sense
  • Jos. Smedley { Melissa, we could not agree with you more and pray that their chickens come home to roost ! Perhaps you would be kind enough to... } – Why Homeaway’s New Fee Makes Sense
  • Read more Comments »

Collaborate with Tim

Tim helps companies around the world build great brands. To schedule a program or event click here. To learn more about Tim’s books, click here.