Super Bowl Ad Review: The Hits and The Misses
There is no better opportunity for brand recognition than Super Bowl Sunday. Every year, audiences watch in anticipation, waiting for their favorite clydesdales to trot or chip brands to introduce a new jingle. While these ads cost a pretty penny, many brands have made it an annual occurrence after realizing the return on their investment. Some ads tug on viewers’ heartstrings as others spark laughter, but each ad contributes to the branding Mecca that is Super Bowl Sunday.
Viewers who tune into the Big Game for the commercials (hey, we get it!) were not disappointed in the variety of ads played throughout the Buc’s domination of Kansas City.
Toyota’s heartwarming ad featuring paralympian Jessica Long reminded audiences of overcoming hardship, maintaining a hope and strength that so many find dwindling in the midst of uncertainty. The car company’s sponsorship of team USA may not directly align with the product they’re known for, but a strong mission and loyalty to a larger than life cause connects viewers to the core values of a brand. While there may be many companies who support the same cause that Toyota does, Toyota has taken the time (and resources) to promote that cause, ensuring that fans won’t forget what’s important to them.
Scotts Miracle-Gro decided to pull out all the celebrity cameos in their first Super Bowl commercial. The lawn care company encouraged viewers to “keep growing” as it showcased all the activities yards have hosted in the last year — Martha Stewart spent time in the garden, fitness instructor Emma Lovewell got in a workout, Leslie David Baker manned the grill, and John Travolta and his daughter Ella practiced some signature Grease dance moves. Actor Carl Weathers and NASCAR driver Kyle Busch shared the lawn as well, making this backyard a true call to action for home improvement, something that has been on the rise since initial COVID-19 lockdowns in March 2020. While Scotts Miracle-Gro is new to the Super Bowl ad game, its clever use of a social trend with the support of favorite public figures make the commercial a memorable one.
Bud Light’s Super Bowl LI ad took notes from the Avengers as it invited audiences to follow along in a “find the missing beer” mission with the legends of Bud Light commercials past. This play on a popular scene from one of the most-discussed movies of the last decade brought smiles to fans’ faces, reminding them that a brand they’re very accustomed to seeing on their screens can still come up with new ways to entertain (and sell one of the more popular football game beverages).
While there were a variety of celebrity-filled ads to choose from this year, some commercials fell flat. State Farm’s 30-second clip, featuring Aaron Rodgers, Drake, Paul Rudd, and Super Bowl quarterback Patrick Mahomes was fairly “meh,” hitting neither the heartstrings, a call to action, or high quality humor. Robinhood’s “we’re all investors” commercial was tone-deaf considering their mishap regarding restrictions on a number of stocks that occurred at the end of January. Oatly’s ad seems to have been thrown together last minute, starring only their CEO and his trusty keyboard — that’s a pretty big disappointment for an ad that costs upwards of $5 million.
These ads that missed the mark seem to forget that just because you appear in close proximity to Tom Brady doesn’t mean you’re going to take home a trophy. Super Bowl commercials are held to the highest standard, which often requires a thorough vetting process, clear mission, and a budget that allows your keyboard-playing CEO to at least bring in a friend or two.
The 2021 Super Bowl welcomed many fan favorites as well as a couple flops, but some regulars were not in attendance. Budweiser, Coke, Pepsi, and Hyundai all opted out of February 7th’s game this year, providing room for newcomers to fill a coveted time slot. These brands cited financial uncertainty as part of their decision, arranging their marketing budgets differently than years prior. For some this just meant more affordable channels, while others allocated funds for COVID-19 givebacks. Pepsi, while choosing not to add a commercial to the mix, did sponsor the halftime show for the 10th year in a row.
No matter what industry these popular commercials represent, the last 12-months have taken a toll on everyone’s business. While Cheetos finds a clever rendition of “It Wasn’t Me” with Ashton Kutcher and Mila Kunis necessary, other brands may be more hesitant to place their hope in an extra spendy endeavor. But ultimately, while that financially safe decision may help brands like Hyundai in the long run, it’s the names who appeared on the big screen that will see positive effects in the immediate future. Whether your Super Bowl ad is a huge hit or disappointing flop, showing up is still better than becoming a spectator.
