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4 Lessons for Next Super Bowl

We have seen plenty of polls. Some commercials are rated by likeability, some by the number of YouTube views, some by tweet mentions and some by the water cooler. But who’s got what it takes to make a “winning” SuperBowl commercial?

After years of testing and tracking Super Bowl ad impact on sales, here’s what we know.

1. Invest in long-term benefits.
You had better have left over media funding for week 6 and thereafter. With rare exceptions, if you spent most of your annual budget the two weeks before and after the game, don’t expect to see any long-term sales benefits. Especially this year, where more people were talking about the game itself and the Patriots comeback, than the commercials.

2. To “win”, bring in the energy and engage.
This could be humor, emotional heart tugs or the surprise factor. Without the energy, the message gets lost in the field of other ads. Bai and Snickers could use an energy kick, not to mention Mercedes and Go Daddy.

3. To “win”, you need strong branding.
When it comes to branding, Humpty Dumpty had a great fall and YellowTail needs to take a drink of its own.

4. Make it personal and avoid visual vampires.
To really “win”, combine the above two with a clear understanding of the personal customer benefit. While, as a dad of a new little princess, I personally loved the Audi ad, how are they going to solve gender inequality? Michelob and Sprint didn’t give a clear understanding of their unique benefits — that weren’t overshadowed by exaggerated “visual vampires” in their ads.

So, which ads really “won”? Air it out with Febreeze, eat your Skittles, and import your Avocados while driving a Hyundai to support our troops!

Disagree? Let’s discuss which Super Bowl ads you feel really “won”… I can be reached at 201.569.4800 or dan.morris@pretesting.com.

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