7 February 2016. The day the United States of America (and other parts of the world) were under the spell of one thing only: the 50th Super Bowl, the golden anniversary of the annual championship game of the National Football League. Whether you were present at the Levi’s Stadium in Santa Clara, California or watching the entire spectacle on CBS whilst eating chicken wings and drinking beer, I think we can all agree this year’s Super Bowl was more than the Denver Broncos grabbing the victory from the Carolina Panthers.
Apart from the fact that I’ve never seen such a cool battle like the one between Bruno Mars and Beyoncé, there’s something else I always look forward to even more every year: the commercials. Knowing a 30-second Super Bowl advertisement costs a humble $5,000,000, it’s obvious that brands save their most creative and commercial power for when Super Bowl times are coming. And they did so this year as well.
Going through all these top commercials, some personal favorites stood out fairly quickly. Because that’s the real challenge: stand out from the crowd and make it to the Super Bowl top commercial list. Let me guide you through my personal favorites and discover why…
National Football League – Super Bowl Babies Choir feat. Seal
What makes the Super Bowl so super? A day we adore? Well, for me, it’s this Super Bowl babies commercial. While focusing on domestic violence in 2015, this year NFL is celebrating domestic bliss. The video features babies, children and adults who have one thing in common: they were all born nine months after their parents’ team won the Super Bowl. Say hi to a video full of Super Bowl Babies – from the now 49-year old offspring of 1967 Green Bay Packer fans to Seattle Seahawks toddlers born in 2014 – all singing Seal’s famous song “Kiss from a rose”, but in a slightly adapted version. Just watch and find out yourself why this is my top favorite :).
Bose – FanTracks
With the tagline “Bose makes everything sound better”, the music-electronics brand is turning their words into action immediately. Why spend a lot of money if you can use social media to jam out? And that’s exactly what Bose did in their FanTracks initiative. Throughout Sunday’s Big Game, the brand encouraged consumers to cheer on the Denver Broncos and Carolina Panthers using the hashtag #LetsHearIt. The fan’s posts will take centre stage in real tracks where the words and emoji will be set to a variety of musical styles -such as gospel, country and even Norwegian metal- and will be spread via their social channels. And if you’re using emojis in your tweets, no need to worry as even emoticons are being translated in lyrics (as you can see in the video below): a soccer ball icon followed by a dancing emoji is verbalised as “Tiny football, two ladies dancing”. Talking about acting upon an emoji-onal generation, Bose definitely hit the right track here.
Bud Light – the Bud Light Party
This would not be a Super Bowl top commercial list without a Bud Light commercial. And just like every other year Bud Light is on fire. No dogs or horses in this year’s commercial, but just some famous people like Amy Schumer and Paul Rudd spreading a valuable message: you might not agree on politics, but you can agree on Bud Light. What better way to parody the political season? Well done Bud Light, well done again.
Audi – R8 Big Game
What about brands that chose the emotional path this year? Believe it or not, Audi did very well this year with their R8 Big Game Commercial. Not only did they use a David Bowie track in this 1-minute commercial, they also tried to instigate some nostalgia feelings. And successfully so. The spot tells the story of a retired astronaut who rediscovers his passion for life – and for powerful machines – when his son lets him drive the 2017 Audi R8 V10 Plus. Check it out yourself and see if it works on you too (OR whether you just want to drive this fastest and most powerful Audi ever made yourself, like I do).
Taco Bell – Super Secret commercial
Have you ever heard of the snappy generation? Well, this last (but definitely not least) commercial knows very well how to act upon this generation, with their Super Secret Super Bowl commercial. Talking about teasing the crowds, Taco Bell hits the bar here. They kept their Super Bowl plans so under wraps that not even the celebrities in the ad knew what they were selling. Very smart move, because the Super Secret commercial has teased so many people that media coverage was huge after the secret product had been revealed*. Taco Bell, you did well. Now send me some of your quesalupas please!
*The mystery food item they had been hyping was revealed just before the Super Bowl kick-off and is a new item on their menu called the quesalupa: a snack which is a mix between a chalupa and a quesadilla.
So that’s a wrap! To all creative brands out there: get those brains working, because the challenge gets tougher every year. I’m already looking forward to it.