Superbowl commercial break is the biggest (and most expensive) ads contest in the world. The cost of 30s short commercial is about 5 000 000$! It might seem a lot, but it’s pretty much affortable for a worldwide brands budgets. Investing in that marketing action could be trully worth it, especially when the ad is being seen by more than 150 milions people. Those numbers might be impressive, but there is even bigger TV phenomenum – Eurovision, which is seen by around 400 milion people every year. Unfortunately this commercial break potential does not work so good for european-wide marketing actions.
How (not) to catch somebody’s attention and build up emotions in only 30 seconds ad?
Tones of texts read by voice over just make people tired of listening. Talking about values without developing them in the minds of TV audience is pointless. People easly get bored and turn down their attention. The times of call-to-action ads is also over. Who is the brand to make somebody do something? All of this kinds of messages are based on psychology theory which says that If TV commercial shows a person doing something or encouraging to do the same, it will have an influance on customers behavior, making them do the same. It partly works, but only when the commercial is airing frequently and has an easy to remember short message, claim or jingle. The next, almost completly, useless concept is the oldest one but still working. The idea of showing products’ unique values is still alive mostly in technology market, but it is much more effective in discount markets, where the ad associate the cheapest price for banana (unique value of product) with the store brand, making people perception for the discount much stronger.
Branding in commercial is about sharing related to brand emotions. If the concept for a brand aims to show it as enjoyable, than the ad should develop a smile on the audience faces. The colorful and optymistic rainbow of Skittless is a perfect example of the idea for sharing positive feelings and smile. In order to stangthen the brand identity the superbowl Skittless ad makes us laugh. That branding actions develop a strong association in customers minds creating a need of feeling happy everytime people have contact with the Skittless product. The theory claims that people want to recall emotions and to do so they buy brand products.
The idea of good ad concept should pay attention to two aspects: the message should be easy to understand by target audience and also should inspire those people to live a better live.
Skittles ad: https://youtu.be/f8X8Ygy5VjI