Super Bowl Commercials
WHAT SMALL BUSINESSES CAN LEARN
By Erinn Christopher, Brand Specialist
The Super Bowl isn't just about football – it's a cultural phenomenon where friends and family gather, eagerly anticipating not only the game but also the legendary commercials. With companies shelling out millions for mere seconds of airtime, it's easy for small businesses to feel this level of spectacle is unachievable. But we’re here to remind you that in this digital age, the substance of these ads is easily applicable to your brand.
Let's dive into four standout Super Bowl commercials and uncover the invaluable lessons they hold for your small business.
The skincare brand made a memorable advertisement by ditching the seriousness of typical skin care commercials. Instead of casting a flawless supermodel to present the cream in the palm of her hand, they chose Michael Cera.
Michael Cera showcases the product through exaggerated self-application and dramatic lines like "Human skin is my passion." Meanwhile, Cera struts in slow motion through flowing curtains while vague words like SKIN and GENEROSITY sparkle along the screen.
The ad’s parody of typical skincare commercials make it a breath of fresh air. Best of all, while Michael Cera may be the joke of the commercial, it still focuses on the benefits of the product! These are all the good makings of marketing strategies for small businesses.
Don’t take yourself too seriously! Poke fun at your market! Being a self-aware brand can allow your audience to feel more human connection with you!
2. State Farm
State Farm unleashed a memorable twist to their already famous “Like a good neighbor” tagline this year. The “Like a Good Neighbaaa” ad saw Schwarzenegger playing his action-hero persona as Agent State Farm while being unable to deliver the word “neighbor” due to his famously thick accent.
The word “neighbor” (or neighbaaa) is repeated over and over again, creating a classic earworm effect. Advertisers do their best to compose jingles or short songs they hope will get stuck in our head. If they succeed, that means they have done their job to get customers to remember their brand!
Try playing around with an earworm effect in your own marketing! Keep it simple, catchy, relevant to your brand, and try using it all the time!! You never know when something might stick.
3. Google Pixel
The heartwarming Google Pixel ad follows Javier, a visually impaired man, navigating various aspects of his life through the lens of his Google Pixel phone.
The ad features bounces in and out of focus, accompanied by the repeated phrase “one face in frame,” which signifies the Pixel’s innovative “Guided Frame” feature audibly guiding Javier to ensure he captures the full picture he desires. Unlike the state farm earworm, this ad tweaks this saying to “Two faces in frame” as Javier falls in love. We see him and his partner’s relationship grow until finally, we hear “Three faces in frame” and the commercial focuses on Javier, his wife, and their newborn child.
This commercial is a reminder to small businesses that it is not always about flash, or what makes you the best, or why most people would enjoy your product or services. Don’t just sell your product, sell experiences and emotions that resonate with your audience on a deeper level. It can pay off to focus on features you know not everyone will use, but that you include anyway because of the people who need them. This ad strikes a cord with anyone watching, even if they have no need for the Guided Frame feature, because it makes people believe that Google cares about all of its users.
4..Yeezy
Despite the incredible advertisements with long throughout scripts, sets, and budgets arguably the most memorable ad arguably belongs to Yeezy for its unconventional simplicity!
Kanye West recorded a vertical phone video, leaving most of the screen strikingly blank. He starting with the line “Hey y'all, this is Ye, and this is my commercial.” Seated in a dimly lit car with low-quality audio, West humorously remarks, “Since we spent all the money on the commercial spot, we accurately didn’t spend any money on the actual commercial!” He directs viewers to visit Yeezy.com, with the website flashing across the screen as West trails off in thought.
Do not attempt to replicate this video for your small business online and expect it to be memorable, the effectiveness of this ad stems from its airing during the Super Bowl. The Yeezy commercial stands out amidst a sea of extravagant ads featuring explosions, talking dolphins, and helicopters. While others strive to outdo each other, Yeezy went in the opposite direction, opting for simplicity and spontaneity. By defying expectations and embracing minimalism, the ad achieved memorability without overthinking.
As a small business, one way to stand out is by doing the unexpected - which does not always mean being the most flashy. This ad converged spontaneity, authenticity, and despite its unconventional style, the ad clearly directs viewers to the Yeezy website! While nontraditional, it will generate significant online discussions and potentially resonate with fa
tO SUMMARIZE…
Small businesses can learn so much from the Super Bowl advertisements despite their unnecessarily large budget!
Tips to remember:
CeraVe: Don’t Be Too Serious.
State Farm: Repeat, Repeat, Repeat.
Google Pixel: Touch Hearts.
Yeezy: Be the Unexpected.
By embracing these lessons, small businesses can craft compelling narratives that resonate with their audience.
If you're seeking fresh ideas to elevate your brand's creativity, don't hesitate to get in touch with us! Let's work together to make your brand stand out!