Woodall Creative Group’s Picks for the REAL Winners of Super Bowl LII.

Regardless of whether your team won or lost OR if you were like the other 3.3 million people who simply tuned in to catch the halftime show, there were several clear MVPs during Super Bowl LII. An estimated 103 million people tuned in to watch the Super Bowl in its entirety this year, making it clear why advertisers are so willing to spend BIG BUCKS to not only cast and create, but also to place their ad during the game.

Members of Woodall Creative Group’s staff weigh in on their picks for the BEST commercials that aired during this year’s Big Game. Let’s see if you agree…

 

Tracy Woodall – Company Founder
Pick for Best Super Bowl Ad: Good Odds – Toyota
Why: For this year’s Super Bowl, Toyota pulled out all the stops by running not just one but three very different ads. The “odds on” favorite in my book for inspirational and emotional winner of the night had to be the Good Odds spot, spotlighting Paralympic Gold Medalist Lauren Woolstencroft. A soft, indirect approach is risky, but when well done it can connect with a brand. As it shows Woolstencroft beating the odds and breaking down barriers throughout her life, the ad ends by showing a number of Toyota creations to assist in mobility yet did not show a single standard car or truck. The tagline “When we are free to move, anything is possible” indicates to viewers that Toyota – like Woolstencroft – goes beyond what is expected. It was probably not the most talked about commercial from the Super Bowl, but very well done in connecting the Toyota brand with a winning attitude.

 

Jeffrey Love – Creative Director
Pick for Best Super Bowl Ad: Stand By You – Budweiser
Why: Emotional advertising is all the rage these days. Ads designed to elicit an emotion from the viewer – whether a tug at the heartstrings or a jab to the funny bone – are inherently engaging… making them more memorable. As expected, the production value of this ad is very high. Love the moment when the production line switches the highly recognizable beer can for water cans. Not only is that awesome product placement, but it drives home the point that this brand is not just about a lifestyle – it’s about peoples’ lives. That’s a really powerful message.

 

Kasie Bolling – Content Development
Pick for Best Super Bowl Ad: This Is Getting Old – E*Trade
Why: In addition to being hilarious (“Dropping sick beats – They call me DJ Nana” HA!), this ad uses a little-known secret weapon some savvy advertisers will occasionally employ… FEAR. As much as we love our jobs, no one wants to be 85 and still working! E*Trade positions itself as an unsung hero that has the potential to save us all from working odd jobs well into our golden years. While it could never live up to the former joy brought to the world by the much-loved and incredibly missed E*Trade baby of yesteryear, I believe this ad was incredibly well-done and highly effective. I’m seriously considering all of my own options for a retirement fund. A healthy dose of fear and funny goes a long way!

 

Honorable Mentions: A number of our other staffers had this to say about two innovative campaigns that extended their reach BEYOND the Super Bowl…

 

Skittles Ad Campaign
The “Super Bowl ad that never actually AIRED on the Super Bowl Award” goes to Skittles. They aired a video on social media stating that only ONE person would be able to view the Skittles Super Bowl ad during the Super Bowl – Marcos Menendez. This sparked a new take on their tagline “Exclusive the Rainbow. Taste the Rainbow.” The company also aired a series of “outtake” videos featuring David Schwimmer (Ross of Friends fame) as possible scenes from the actual ad. The company even showed an 18 minute video of lucky teenager, Marcos Menendez, WATCHING the commercial. His review? “One of the best commercials I’ve ever seen in my entire life.” While the ad never actually aired on TV and didn’t receive the viewership that many Super Bowl ads enjoy, it has received a lot of earned media – extending its reach far beyond the parameters of the Super Bowl. We love this concept for its sheer innovation – plus we love David Schwimmer.

 

Doritos/Mountain Dew Ad Campaign
There was a lot of buzz around the combined ads featuring a rap-off battle of sorts between two celebrity powerhouses, Peter Dinklage and Morgan Freeman – lip syncing the praises of two powerhouse brands, the heat of Doritos new Blaze flavor vs. the undeniably cool Mountain Dew Ice. Awesome casting, awesome song choices, awesome lip syncing and awesome production quality with some very impressive special effects. However, after the combined commercials aired, PepsiCo CEO Indra Nooyi got a lot of extra “bang for her buck” by keeping the conversation going. Following her interview with Freakanomics in which she stated that PepsiCo – which owns both Mountain Dew and Doritos, along with about 20 other highly recognizable brand – is working on a lady-friendly Doritos. When asked how product development is being driven by gender differences, Nooyi suggested that women “don’t like to crunch too loudly in public. And they don’t lick their fingers generously and they don’t like to pour the little broken pieces and the flavor into their mouth.” She also added that ladies like to carry snacks in their purses. To that end, Doritos is developing a lower crunch chip in new purse-friendly packaging with the same signature Doritos taste profile. This set off a firestorm on social media, effectively extending the shelf life of the Super Bowl ad. Whether intentional or not, it was a gutsy move.

 

What was YOUR pick for best Super Bowl ad this year?

Check out some of the best 2018 Super Bowl ads – according to Time.

On January 11, 2018, Facebook founder – Mark Zuckerberg – announced a “major change” on his social media site. He conveyed that this change is intended to ensure that time spent on Facebook is time well-spent. To that end, the Facebook Newsfeed – a go-to resource for more than 2 billion monthly active users for the latest news, gossip, pick-me-up memes, hilarious videos and pictures of what your best friend had for dinner – will soon feature LESS content from businesses and news sources and MORE updates from friends, family members and groups. But worry not, business owners, CEOs and marketing managers – this is certainly not Facebook’s first algorithm change, nor will it be their last. Still, you may be wondering… what do these changes mean for your company?

Simply put… it’s means we’re all going to have to be MORE CREATIVE
(something we LOVE to do)!

That’s why it’s more important now than ever before to align yourself with a creative partner that can not only help you navigate the uncertain waters of Facebook’s latest evolution, but also to conceptualize and design content that’s intended to engage a more elusive audience. Social media marketing should always be intentional and strategic, rather than a fly by the seat of your pants approach – as one might employ in their own personal daily life. At Woodall Creative Group, we believe the key to continued social media success on Facebook will lie in the following:

  • The development of a more premeditated social media marketing strategy that involves engaging and interactive content. Facebook suggests that content that sparks conversations and meaningful interactions – such as live videos and events – will receive priority in the News Feed.
  • The adoption of the 80/20 rule to make your company a valued member of the Facebook community. 80% of your posts should reflect shareable content, uplifting posts, interesting facts and positive news, while only 20% of your posts will be dedicated to truly marketing your company or its products.
  • Convince people to “love” your company. They already “like” you – there’s no harm in asking them to opt to add your page to the “See First in the News Feed” in their setting preferences. This will help ensure that you don’t see a drop off in impressions.
  • Strike a more inviting tone and adopt a “soft sell” to a “hard sell” approach overall. Stop selling products and start marketing a lifestyle. Instead of wowing them with facts, give them a user-friendly experience they’ll remember – and hopefully even share with others.
  • Set aside a portion of your marketing budget to Facebook ads to gain a larger share of the audience for important marketing moments such as a product roll-out, limited time offer, special discounts and more.

Woodall Creative Group is keeping a proverbial finger on the pulse of these latest changes to the social media landscape. Through it all, we continue to be an excellent resource for businesses seeking to maneuver these changes and successfully reach their target. One thing is for certain, social media will continue to evolve in the coming months and years, but we have complete faith that online marketing will remain a strategic and cost-effective method for growing your brand’s recognition and reach. To learn more about Woodall Creative Group and the many ways we can help your company promote its unique brand – both in print and in the digital space – we invite you to visit us online at www.woodallcreative.com