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The Best Commercial On The Super Bowl, And It's Not Even On The Super Bowl

The Best Commercial On The Super Bowl, And It's Not Even On The Super Bowl

Jan 27 2014, 10:38am CST | by

Ad agency Droga5 is famous for coming up with unconventional marketing solutions. Best known for the award-winning UNICEF Tap Project, an initiative encouraging restaurant patrons to donate $1 for...

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26 weeks ago

The Best Commercial On The Super Bowl, And It's Not Even On The Super Bowl

Jan 27 2014, 10:38am CST | by

Ad agency Droga5 is famous for coming up with unconventional marketing solutions. Best known for the award-winning UNICEF Tap Project, an initiative encouraging restaurant patrons to donate $1 for tap water typically served with meals, the 7-year old agency was one of the most admired agencies in a survey conducted by my firm, Avidan Strategies, last year.

For advertising folks this is Armageddon Week, when the gathering of armies of copywriters and art directors battle for fame to the end of times, or at least until the Super Bowl. It’s the time when agencies and their clients lose their minds completely and actually convince themselves that spending $4 million on a 30-second commercial makes sense (not to mention the money the agencies spend to produce the commercials, often spending millions more on celebrity endorsers).

In truth, for most brands that advertise on the Super Bowl this is a colossal waste of money. Often, research has shown, the commercials the viewers like the best are the least effective at selling. Rather than exploit this opportunity to sell a benefit, too many companies blow it by focusing on entertainment.

And the entertainment is usually predictable to ideas that the viewers have seen too many times before: cute dogs, babies, celebrities, or sexy supermodels.

One of the biggest advertisers during the game is Anheuser-Busch InBev. It has an exclusive deal with the NFL for its beer brands. This locks all other beer brands out from airing Super Bowl ads. This year it brought 4 minutes of airtime to the tune of more than $30 million. A-B InBev is also spending millions on such celebrity appearances like Arnold Schwartzenegger, Don Cheadle and comedian/musician Reggie Watts that appear in the ads.

Super Bowl advertisers always rationalize this waste of money by pointing out that it has the largest audience of any event, with 110 million people watching the game (at least when the outcome is still in doubt). But, in this digital age this is a drop in the bucket. More than 1 billion unique users visit YouTube each month. And that’s where Droga5, ad agency for Newcastle Brown Ale ambushed giant Budweiser.

Millennials, the target customers of Newcastle, love ironic humor. And they see through hype. The agency launched the “If We Made It” website with the goal of ideating the most insanely outlandish Super Bowl ads possible and teasing it out online without actually producing anything.

The campaign lampoons the Super Bowl advertising with clichés like dancing sharks and girls in bikinis fighting giant robots through the power of dance. These are all things you would have seen in Newcastle’s Super Bowl ads…if the company had made them. But since the company couldn’t afford to make those outrageously expensive ideas, they show you storyboards of what those ads could have been. And strangely enough the storyboards work better than if Newcastle actually had the money to produce the commercials.

But the true genius here is that the idea is not just about entertainment. It is strategically focused and reinforcing the brand’s positioning of “honesty”, or “no bollocks”, to use the British slang. It admits that it chose this approach, not because of some pretentious principle, but because it did not have the money to burn.

Most advertising over-promises, but beer advertising is dishonest and deceitful. Tiny Newcastle Brown Ale stands out from the clutter by being truthful.

Here’s the advertising:

Source: Forbes Business

 
Update
10

7 weeks ago

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7 weeks ago

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Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

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Update
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7 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2 ...
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4

8 weeks ago

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Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia's total trade in April 2014 rose by 12 per cent from a year ago to RM123.86 billion due to growing trading activities, International Trade and Industry Minister Datuk S ...
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Update
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8 weeks ago

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Jun 4 2014 11:35pm CDT | Source: Business Times Malaysia

JOHOR BARU: The Works Ministry will implement upgrading works at 50 accident prone locations in the country that have been identified this year involving an allocation of RM20 million. ...
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Update
2

8 weeks ago

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Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

PUTRAJAYA: Prime Minister Datuk Seri Najib Razak today launches RM45 million Ramadan Bazaar Sche ...
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8 weeks ago

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Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 bill ...
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