The National Football League (NFL) Super Bowl is known for three things: aggressive football, epic half-time performances and some of the most entertaining commercials of the year. As the most-watched television event in America, brands of all sizes are looking to captivate the audience with witty, humorous or emotional advertisements. This year’s commercials trended toward more serious, emotional messages rather than the funny or outrageous commercials of the past. (For example, check out Audi’s “Doberhuahua” commercial.)
The emotional trend proved successful for some brands. Microsoft and Toyota both featured stories of young people conquering their physical impairments. Dove, among others, showed the power of a father caring for his children. Jeep took viewers on a visual world tour to promote respect for the earth. Weight Watchers rounded them out with a message about the importance of portion control and health consciousness.
A few brands took the opportunity to launch their newest campaigns. Always aired a commercial for its “Like A Girl” campaign to encourage self-confidence and empowerment in young girls. The “Pay with Lovin’” campaign, which asked customers to simply pay with a heartfelt act, earned significant praise for McDonald’s.
The Nationwide commercial has been one of the most talked-about commercials of 2015 — not in a good way. This commercial was intended to educate viewers on the dangers of accidental childhood death. What it actually did was deliver an emotionally charged, ultimately depressing story that outraged viewers across the country. Social media exploded with references to the commercial’s depressing tone, harsh message and extreme contrast to the event’s upbeat atmosphere. Many people concluded that it was an important message, yet it was shared in an inappropriate time and manner.
Super Bowl XLIX had its fair share of classic, funny commercials as well — take Doritos, Avocados from Mexico and BMW as examples. However, it was overwhelmingly clear that a shift had been made in the world of Super Bowl advertising. Whether inspiring or insensitive, this year’s commercials ensured that the football game was not the viewers’ only emotional experience.
--by Bethany Corne, PRSSA General Member
· Weight Watchers
· Avocados from Mexico
All blogs are written by general members of UAPRSSA and Capstone Agency.