How To Have A Great Super Bowl Debut

Super Bowl debutants have a big job to do. They have to hold their own against some of the biggest brands on the planet, and they have to introduce themselves to a super-size audience for the first time.And just like new athletes, some of them choke under the big game spotlight.

The mistake many of them make is to cram too much information in about their brand, desperate to get all their features and benefits out there. But the Super Bowl audience doesn’t want facts, it wants to be entertained. It’s a brilliant opportunity for brands to grab a bit of Fame, Feeling and Fluency. Since surplus Feeling (positive emotion higher than would be expected given a brand’s size) is the predictor of future growth, aiming for Feeling is more important than ever if you’re a small brand.

Two debutants particularly impressed us this year. One of them was bread brand Kings’ Hawaiian, which managed a 5-Star ad on its very first outing. It got this spectacular result by taking a leaf from the much-admired Doritos playbook, using comedy to communicate the fact that the brand exists, is delicious and highly desirable.

The other was Australia’s Yellow Tail Wines. We had a particular eye on this ad. One of our exciting bits of news last year was the opening of our Australian office, and Ed Harrison and his team there were keen to see how an Australian brand would do. The ad made the morning news down under, though reactions on Twitter were rather mixed – was a midly lecherous roo really the cultural ambassador America deserved?

They needn’t have worried. “Pet The Roo” got a strong 4-Star rating – excellent for a first-time advertiser. And the roo was very much the star, if our consumer verbatims were anything to go by. “The kangaroo was so amusing!” “I wanna kiss the roo!” “I loved the kangaroo he was funny”. (Though one sharp-eyed participant was less sure: “I feel the kangaroo was fake.”).

Some of the roo’s fellow countrymen may cringe,  but it looks like Yellow Tail have a great distinctive asset on their hands (or paws). And for brands wanting to make a splash, the message is clear. First impressions count, and if you’re introducing your brand to a big audience, make ’em laugh. In a Super Bowl dominated by humorous ads, there was probably no better time for debutants to shine.

Good “Romance”: Super Bowl LI LIVE Ad Test – First Quarter Report

Humor has always had a big part to play in Super Bowl advertising, and the last few years have seen the most emotional ads shift between commercials to make you laugh, and commercials that bring a happy tear to your eye.

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Laughs and sentiment are both great routes to strong emotional ads, and both approaches are on show tonight. But one brand has sat this Super Bowl out: Doritos, whose 30-second comedy skits have been a reliable highlight for the last several years. They went out on a high – “Dogs” topped our list of Super Bowl ads in 2016. Can any brand tonight take Doritos’ crown? A Media Week poll before the game suggested that humor was the number one thing viewers were looking forward to – could brands deliver?

The first quarter saw a few brands step up and try. Aflac Insurance were first up, with an ad starring their distinctive goose mascot, but alas it laid something of an egg, landing with a relatively poor 2-star score as its dark comedy missed the mark.

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But far better was to come.Super Bowl veterans Wonderful Pistachios put an elephant on a treadmill to get a 4-Star score with a 15 second ad – it’s unusual and impressive for such a short commercial to do so well.

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The first 5-Star emotional winner of 2017 went to Skittles, though, whose “Romance” ad used the 30-second format perfectly. A vital but discreet role for the brand, and a hilarious series of twists added up to a Super Bowl winner. Congratulations Mars and Skittles! But there are plenty more ads to come, and we’re sure there will be more 5-Star winners among them.

 

 

FeelMore50™ Ad of the Moment: Hungry Hounds Against the Forces of Authority

Welcome back to another FeelMore50 “Ad of the Moment” spotlight! With the Super Bowl just around the corner we felt it’d only be fitting to shine a light on 2016’s FeelMore50 Super Bowl winner – Super Bowl 50’s most emotional ad of the night – PepsiCo’s Doritos “Dogs”.

This 30 second spot that ran during the third quarter, keeps it short, simple and funny.  The three dogs yearn for bags of Doritos they see inside the grocery store. The only problem, no dogs allowed! Watching the dogs try multiple tactics to sneak into the store, you cannot help but laugh at the whit of these furry creatures. And with a fun, playful soundtrack in the background it keeps the viewer feeling upbeat and cheerful throughout. The peak of emotion comes in when the Dogs create a successful plan to get their Doritos – and you can’t leave out the memorable reaction from the cashier.

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This crowdsourced ad (in collaboration with Goodby, Silverstein & Partners) keeps a light-hearted and humourous theme throughout, leaving viewers with high levels of happiness and surprise, earning it an Emotion-into-Action™ score of 90.90 and a well-deserved 5-Star rating. PepsiCo’s Doritos ‘Dogs’ is an example of the best of brands striving to make consumers feel something, which translates to long term brand growth.

It’s a shame Doritos has ended their “Crash the Super Bowl” campaign – which was built on short crowdsourced skits – but they sure ended it on a high note.

Each year, BrainJuicer tests the Super Bowl ads – an event for which brands are known to part from the persuasion-based models of traditional advertising and take a chance at developing emotional, truly fame building creative – with its validated, award-winning BrainJuicer Ad Testing methodology. If a consumer feels nothing, they will do nothing. If they feel more, they’ll buy more.

A big congratulations to Doritos on their 2016 Super Bowl win, and with Super Bowl 2017 just around the corner we can’t help but ask who will take home the top spot this year. To find out join us 5 February (the night of the Super Bowl) as we live test the ads of the Super Bowl to reveal their emotional scores in real time! And join us the following day for our fifth annual FeelMore50 Super Bowl webinar.

Super Bowl 50: The 10 Best Ads, The 5 Biggest Myths

The pundits said that humour would dominate Super Bowl 50. And while there wasn’t much to smile about if you were a Carolina Panthers fan, for everyone else the pundits were exactly right. Many of the Top 10 ads of the 2016 Super Bowl go straight for the funnybone. And that’s good news – ads that make people feel more also make people buy more, and little feels better than laughter.

We were able to test all the night’s ads overnight thanks to our research partners ZappiStore, and can reveal that a mighty eight ads hit our 5-Star rating (in total, around 4% of all ads get this score.) There were duds too – though let’s be fair, if you’ve made an ad starring a man in a human-size toenail fungus suit, “feelgood” may not be what you’re aiming for. But here’s a quick tour of some of the 4- and 5-star winners in the Top 10 – and along the way, a gentle puncturing of five persistent Super Bowl myths. Continue reading

Comedy vs Sadvertising? At Super Bowl 50, It’s All About The Feeling

The Super Bowl is a festival of advertising as well as sport. And it’s not only screen time the two share. Just like the game, the ads get picked over and criticised by a raft of eager pundits. Which means that each year, a media narrative builds up. Last year, we were told, was the year of “sadvertising” – when the Super Bowl ads got emotional to the point of becoming too emotional.

And inevitably, this year is the year when humour comes back to the Bowl. Short, funny commercials. Big stars. Bigger laughs. That’s the Super Bowl 50 story. Is it true?

Everyone loves a narrative. As Jonathan Haidt puts it, “We are story processors, not logic processors”. So the Rebirth of humour at the Super Bowl is a story people can get behind.

But just like last year, it isn’t quite so simple. Continue reading

FeelMore50 World Tour: North America – It’s Not Just The Super Bowl

All week we are putting a spotlight on the regional winners in our annual FeelMore50 list of the world’s most emotional ads. Today, it’s North America’s turn.

For the last two years of the Feelmore50, the best US ad has also been the top Super Bowl ad. And in each case, we’ve given the same advice. Why can’t the biggest market on the planet get emotional for the other 364 days of the advertising year?

This year, our dreams came true. 2015 has been the strongest year for US ads on the FeelMore50 – packed with five star creativity and more emotional than ever. And this year, the top Super Bowl ad – McDonalds’ “Pay With Lovin’” came ninth on the final US list. In the year that commentators fretted over a seen-it-all-before evening of Super Bowl commercials, the real story is that American creativity finally left the game behind to shine all year round. Continue reading

Super Bowl XLIX: From Sadvertising To Dadvertising?

The game was close – the advertising battle really wasn’t. At least that’s if you take USA Today’s Ad Meter rankings seriously – and as an overnight measure, we do. While they aren’t perfect, their simple measurement of how likeable an ad was stands as a reasonable instant proxy for a more in-depth emotional assessment. According to USA Today’s scores, Budweiser is – yet again – the Super Bowl champion, romping to a win with a direct sequel to last year’s “Puppy Love” in the form of “Lost Dog”.

“Lost Dog” tweaks the formula a little: a slowed-down cover version rather than a famous original song, a new antagonist in the form of a wolf, and last year’s hint of a love story is shunted aside so the ad can go big on its dog-horse bromance. Will the changes help “Lost Dog” maintain the five-star status of previous ads in the sequence, once we test it more rigorously? You’ll have to pop into our results Webinar on the 17th to find out. But we wouldn’t bet against it. Continue reading