Superbowl Ad review vu par Leo Burnett France

SUPERBOWL XLVIII AD REVIEW by

LEO BURNETT FRANCE

The Superbowl

Sunday, february 2nd, 2014 - Denver Broncos Vs Seattle Seahawks $4 Million: the price for a 30s spot

$133,333: the price for each second

111 Million: the number of viewers

47.7 Million: the number people active on social media

25 Million: the number of tweets posted during the actual game

99.3%: the percentage of americans that will stay in front of their TV during the commercials

42.2%: the percentage of people that will be connected with a secondary screen (tablet, smartphone)

Budweiser - King of Beers The brand: One of the most sold beer in the world With a very strong history, the brand has positioned itself as a premium beer in the US Market The brand is a historical Superbowl advertiser - Its Clydesdales even became an icon in the US

Puppy Love

http://www.youtube.com/watch?v=uQB7QRyF4p4

What we liked: - Cuteness and Warmth - Designed to appeal the typical Superbowl fan - Very strong connection between the brand and Clydesdales What we did not like: - Feeling of déja-vu - unoriginal (Clydesdales, same tone and message as last year’s commercial) though it is a sequel - Does not really tell much about the beer itself

What the planning thinks

About the HumanKind spirit People: Every single American is proud of their country’s values. The film reflects the reality of citizens from a country that suffered but that tends to regain its pride of yore Purpose: Claims the authenticity of the americana spirit, and helps enduring American values Participation: more than 150,000 social media actions before the big game, rated #1 on the USAtoday.com Admeter. People who feel connected to Budweiser’s point of view will tend to share the film that is nourished by the emotional route Populism: Populism is at the core of the film. They don’t have to have any endorser or tirelessly talk about the product. People know Clydesdales are Budweiser, and feel close to the brand that embodies their way of living: old values though more up to date than ever

Sodastream, a smarter way to enjoy Soda The brand: sells a machine that enables you to make your own carbonated drink (sparkling water or soda). Positions itself as a healthy and eco-friendly alternative to soda brands

Sorry Coke and Pepsi

http://www.youtube.com/watch?v=nORgzCgQgDk

The Facebook dedicated app invited people to give their opinion on the censorship

What we liked: - Fun & sexy - Outspoken advocate (direct tackle to Coke and Pepsi) - Clear product benefit, with demonstration What we did not like: - Very bad publicity around Scarlett Johansson (Oxfam resiliation) - Not very fair to purposely make the same mistake as last year (audacious, though) - Too close to “Jen Aniston and Smartwater “ (breaking the advertising codes)


About the HumanKind spirit People: People are now ready to take a pledge to change things. They are aware of leaders’ supremacy and feel they can change it Purpose: The health topic can be sexy. The brand is here to reconcile pleasure with health and ethics, which leaders do not do Participation: The brand relied on the buzz implied by the censorship, which definitely worked. As they say: bad publicity is publicity. Also the do it yourself aspect of the product itself implies participation Populism: 7 Million views 3 days before the big Game? Quite self explicit. People are aware that bigger brands are making fool of them and recognize Sodastream as an alternative. Scarlett was a good call to attract men and help counter the Coke and Pepsi’s supremacy in terms of interest through their iconic positioning

H&M - The Stockholm based clothing brand The brand: Sells affordable quality clothes based on diversity in style and material to appeal as much people as possible. Positions itself as an affordable exclusive designed clothing company

David Uncovered

http://www.youtube.com/watch?v=1yI5GVCqO7Y

A week before the Superbowl, people were invited to vote for the ending with the Hashtags #Covered and #Uncovered, through H&M’s website

First commercial ever to introduce T-Commerce. People with a samsung connected TV were able to purchase the new Beckham line directly on their TV

What we liked: - Fun - Sexy - Engaging What we did not like: - Film was just another extended version of the teaser - More expectation on the naked aspect after such a teasing


About the HumanKind spirit

People: People want to look good but not to the detriment of performance (quality) Purpose: Make fashion reachable for everyone Participation: By implementing an online voting system urging people to vote for their favorite ending, the brand clearly deserves a high participation rate. Also it is the first T-commerce ad ever, which clearly states how H&M aims at engaging people, live Populism: David Beckham for sure was a good call. Through its positioning, H&M became the one brand you think of when it comes to clothing

Volkswagen - Das Auto The Brand VW is the second biggest car seller in the world. The brand has a very particular history, and has always been a very important Superbowl advertiser, and more recently, has been a true genius with its teasing strategy

The teasers

http://www.youtube.com/watch?v=8iryH-Nemv0

Wings

http://www.youtube.com/watch?v=ns-p0BdUB5o

What we liked: - Creative and funny - Conveys a real benefit for various generations: German Quality and reliability What we did not like: - Maybe a bit sexist ? - Teaser reminds of SmartWater



People: German cars are seen as boring and not fun, though people recognize their performances Purpose: Volkswagen matches and nourishes the reputation that German cars are the best. It reaches excellence through humor Participation: The teaser was very engaging, as it “scientifically” proven, with all the miracle ingredients to make it go viral Populism: Volkswagen has always created very fun and engaging commercials, that became part of the brands positioning

The brand: Microsoft is among the leading IT firms in the world It has always been competing with other leading IT firms such as Apple and IBM

Empowering

http://www.youtube.com/watch?v=qaOvHKG0Tio

What we liked: - True celebration of the power of technology - American style emotion and inspiration - Clearly differentiated Microsoft from Apple (suggests that Microsoft does things than matters while apple is all about music and design) - Raises awareness for ALS What we did not like: - Alignment with marketing strategy is weak (though it might be useful) - Could fit any leader IT brand, as is they needed to feel less guilty


About the HumanKind spirit People: People reckon technology brings lots of good things, though lots of controversies. They are aware that NITCs empower them Purpose: Microsoft’s mission is to empower everyone, as in not only people who can afford a $1,000 laptop. They want to make technology accessible Participation: Not very act inspiring Populism: Along with its product strategy, Microsoft demonstrates trough this commercial the impact and meaning it can have on people’s lives

The brand: Cheerios is a General Mills breakfast cereal brand. The brand has some health attributes, and is supposed to help reduce heart disease chances What is interesting is they got lots of racial backlashes when they first introduced the family in a commercial a few months ago

Gracie

http://www.youtube.com/watch?v=LKuQrKeGe6g

What we liked: - Charming and cute - Simple and yet succeeding in conveying the message that Cheerios brings happiness for breakfast - Risking controversy - Great targeting: moms,kids and middle class families - Brilliant move by Cheerios to use their product as props for family members What we did not like: - Product benefit is not clear, though it is voluntary - A bit conventional, not Superbowl adequate



People: Cheerios goes over the conventional and archetypical vision of the family in an evolving America Purpose: Cheerios brings love into the family Participation: The film was clearly not engaging Populism: Cheerios is a top of mind brands when it comes to breakfast cereals

Official Superbowl sponsor

Time for the Halftime show!

The teaser

PR at the core of the strategy

The Pepsi Halftime Show

The brand: Axe is a body spray and shower lotion by Unilever The brand has a strong history of eccentricity and fun in every commercial they produced Huge campaign on masculinism, helps you “pick up chicks”

Make Love not war #KissForPeace

http://www.youtube.com/watch?v=63b4O_2HCYM

What we liked: - Emotional - Well directed What we did not like: - A little overdramatic - Weak link between creative route and the product



People: People are tired of deodorant promising beauty while the real benefice is about anti-sweat. Beauty is not the most important thing Purpose: Axe helps you be attractive rather than beautiful Participation: The campaign is clearly engaging - does it actually work for the target audience though ? Populism: Axe is a brand that has always been able to entertain its fans and maintain good relationships with them

The brand: Jeep is an american car manufacturer, that mainly produces SUVs and off-road vehicles It is the symbol of Europe’s freedom, back in the WWII

Restless - #BuiltFree

http://www.youtube.com/watch?v=mHg9XSyd8Fo

What we liked: - Very inspiring through great storytelling - Product highlight is great - Universal values: liberty and restlessness What we did not like: - Lack of action



People: SUVs have a clear purpose. People are offered such a huge range of cars the the real benefit of having an SUV has been lost: one doesn’t know why Jeep is better Purpose: Facilitates your thirst for limitless experiences in a limitless world - helps you leave your beaten paths Participation: / Populism: Jeep embodies the success for Europe’s freedom. In that sense Jeep is part of conversations

Doritos The brand: Flavored tortilla chips. Positions itself as a cool, fun, and bonding snacking brand. Has a strong history of hilarious commercials

Crash the Superbowl: For the past eight years, Doritos has been running its Crash the superbowl contest. People are asked to submit fun commercials promoting the brand: •  From 20 semi finalists announced, 15 will receive a $1,000 USD •  From the 5 finalists announced, 3 will receive a $25,000 USD as well as an invitation to attend the big game •  The second Grand prize winner (selected by Doritos) will receive a $50,000 USD as well as an invitation to attend the big game and a seat as an assistant director for the next Avengers film •  The first Grand prize winner (the most voted video) will receive a $1,000,000 USD as well as an invitation to attend the big game and a seat as an assistant director for the next Avengers film

The five finalists

http://www.youtube.com/watch?v=oMdwJ7fyp00 http://www.youtube.com/watch?v=ugo7Y2lRsxc

http://www.youtube.com/watch?v=FHY5pwgCY3w

http://www.youtube.com/watch?v=MoANeCLWOjI

http://www.youtube.com/watch?v=Y-P0Hs0ADJY

What we liked: - Hilarious - Engaging - Very strong branding and positioning What we did not like: - No purpose



People: Purpose: Participation: The idea of a contest is truly brilliant. People feel committed to the brand. In that particular case, the brand is very participative Populism:

The Brand: Chrysler is a Detroit-based car manufacturer among the big-three american automobile constructor It had a strong impact on helping the city of Detroit, and America, recover from the economic crisis

American Import Ft. Bob Dylan

http://www.youtube.com/watch?v=Fwf0cVbDY4E

What we liked: - Americana - Values transmitted: american pride, originality, american soul and fineness What we did not like: - ”Let Asia Assemble your Phone” ? - Imported from Detroit campaign starting to be a little old, and starts sounding a bit déja-vu



People: There is some kind of nostalgia is a lost America and people believe it still exists. They want to know why they should buy american when the world is ultra globalized Purpose: Restore the american pride for americans Participation: Populism: Refers the heartstrings of Americans: their patriotism, and has the ability to be part of conversations

The Brand: Newcastle brown ale is a Scottish produced beer Though it is considered as a worker ale in the UK, exports market tend to see it as trendy and premium

http://www.youtube.com/watch?v=90rVManrVug

The dedicated Website

http://www.youtube.com/watch?v=8ARF4VmUa1s

What we liked: - Realistic - Fun - Very well digitally integrated


About the HumanKind spirit People: Helps people understand that you don’t have to advertise on Superbowl to exist - Puts Superbowl into its context Purpose: No bollocks Participation: Virality and fun are key to the film Populism: Got to benefit from the Superbowl media leverage without actually being part of it - and actually claims it

MERCI :)

Marketing

Superbowl Ad review vu par Leo Burnett France