In a previous post, I recapped what makes an effective Super Bowl ad. A good marketing message needs at least two components: a unique selling proposition (USP) that shows how your product/service stands out from the competition, or at least a benefit statement that shows what a customer will get. It also needs a call to action (CTA), something to compel the customer to take a next step, whether it’s to visit your website, call you, or even make a purchase.
Super Bowl ads are notorious for focusing on the funny, but completely ignoring the USP and CTA. But a few ads actually tried to be effective, while some of them failed utterly. Here’s a recap of the best and worst ones from the 2nd half of Super Bowl 2009.
Random Thoughts
Memorable, Funny, AND Effective? Who’da Thunk it?
CareerBuilder.com – It’s Probably Time – This one has my vote as the most effective ad of the Super Bowl 2009. Repetition, humor, call to action, and a number of reasions to take that action. “If you hate going to work no one respects yo, you wish you were somewhere else, you cry all the time, daydream of punching small animals, and sit next to this guy, then it’s time.” Effective doesn’t have to be boring or humorless. Call to action: If you fit any (or all) of these situations, visit CareerBuilder.com.
McDonald’s Sweet Tea - Get a McDonald’s Sweet Tea for $1. Limited time only. Took less than 10 seconds. I have a call to action (get a tea for $1), and even a sense of urgency (limited time only). No USP, unless you’ve had one of their sweet teas. I have, and I like them, so this one interests me.
Riverview Hosptial – Direct Capture Cardiology Technology - A local (Noblesville, Indiana) hospital. They have the only Direct Capture Cardiology Technology in central Indiana. When you say “the only” or “the first,” that is a unique selling proposition. It tells the customer that they’re going to get something no one else has to offer. The assumption on the customer’s part is that ” if they’re the only/first ones to have it, they must know what they’re doing.”
Hulu – TV softens your brains – Hulu does one thing: lets you watch TV later. That’s their USP, and their CTA is to visit Hulu.com. Effective, funny, and memorable. Even their tagline is hysterical.
GoDaddy – Baseball? – Their second ad of the whole game. While it doesn’t have a strong USP, it does have a strong call to action: “If you want to see this woman’s breasts, go to GoDaddy.com.” My 6-year-old son goes “Ewww, boobs!”
What’s the point?
BridgeStone – Tires in space – Doesn’t tell me a single thing about tires, unless it’s “aliens like Bridgestone.” Sort of like “Germans love David Hasselhoff.”
Budweiser ads – Great for building mindshare, and reminding us why the Clydesdales are so beloved, but still doesn’t tell me why I should drink it.
General Electric – Ecomagination – As a public service/look what we’re doing announcement, it’s fine. But why should I care? I’m not going to buy a GE power grid, I don’t know if I’m even using any GE power products. Why would you spend the money? Or, since NBC is owned by GE, why would GE lose the opportunity cost of the ad spot?
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One Comment
1 Lorraine Bal (1 comments) wrote:
Agree on the CareerBulder, it was everything a good ad should be. Funny and memorable.
The next day, we can all remember not just the ad, but the benefits of the product.
I really hated the GoDaddy spots – Obviously they believe every web designer is a teenage boy, so I will be taking my middle age, female web work somewhere else.
And I loved the Coke Zero spot, the spoof of the original mean joe green coke ad. However I did notice that the 25 year olds in the room didn’t get the joke. maybe they should have rerun the original first.