Humor, stars and nostalgia: To make the $7 million they invested in 30-second segments profitable, the Super Bowl announcers resorted to tried-and-tested formulas. Which ads stood out? Not necessarily those who rely on celebrities, observes marketing expert Luc Dupont. Here are his favorites.
The good moves
Kia: Perfect 10
At the end of a figure skating competition that she won, a young girl turns to the stands. An empty seat next to his father. We drive in a Kia to a mountain hut where we see that his grandfather is sitting in a wheelchair. Thanks to the electric car, we recreate everyday life on a frozen pond. In the chalet, Grandpa draws a 10 in the foggy window. Get out the tissues. “That is the message of the evening. We are in a state of lively excitement,” says Luc Dupont, praising the effectiveness of this advertising from the South Korean manufacturer at a time when American automobile brands were conspicuous by their absence.
Volkswagen
In the spirit of Neil Diamond, the automotive brand cleverly reminds us that its cars have accompanied Americans in their moments, big and small, since their arrival in the United States 75 years ago. “It’s pure nostalgia. It starts with the Beetle, we go through the 60s, 70s, 80s and make a small reference to the Darth Vader courtship a few years ago. It is very strong.
Google Pixel: Javier in the frame
In an ad narrated by Stevie Wonder, the smartphone giant unveils a new feature that allows blind or visually impaired people to take photos using a voice assistant. “It's interesting. Technology is the answer to all our challenges, it is not a threat,” analyzes Mr. Dupont.
Apartments.com: Aliens
Aliens are coming. What do you want? Rent an apartment, explains Jeff Goldblum in this ad for this online rental site. “We sell an extraordinarily banal product. How can we manage to summarize everything and make it interesting?” asks Luc Dupont. With humor and creatures from elsewhere.
Dunkin Donuts: The Dun Kings
Despite his valiant efforts, it's far from certain that Ben Affleck has convinced a visibly unimpressed Jennifer Lopez to give his dunkings (including Matt Damon and Tom Brady) a spot on his next album. “They are probably one of the most followed couples on the planet. Not a week goes by without a photo of them appearing in the tabloid press. What’s remarkable is that they laugh about it.”
disappointment
Budweiser: Old school delivery
The famous Budweiser Clydesdales were back this year, but the advertising was found poor by Luc Dupont. “Considering what happened last year (boycott over an ad featuring a transgender woman), I would have expected something more spectacular. The horses have returned, but are they tired?