Welcome back, so one of the most
entertaining things about the
Super Bowl has nothing to do with
the game or the halftime show.
It's the TV commercials
that run during the program.
It seemed to get everybody talking
and here to breakdown this year's
most notable Super Bowl ads is
Matthew I zic Imarketing professor
from Seattle University welcome.
Thank you very much.
How many hey, so,
let's talk about our favorite ads.
My favorite was Cheetos.
It wasn't me based on that classic song.
It wasn't me.
Now did that work for everyone?
'cause I've got
it was fantastic.
Just tell him it was using yes,
so that was I think one of the
best ads in the Super Bowl this
year and I think what made it work
well is it really was distinctive.
So it focused on the Cheetos orange dust.
Which other brands can't really
copy and so that made it stand out.
And it was pretty funny and used
a song that was 20 years old,
but even if you weren't familiar
with the song, I think you would
still find the ad pretty funny.
This is my next 20 years
Oh my goodness alright.
My second favorite commercial,
which is also probably dating me,
was the Uber eats.
Eat local with local access TV with
Wayne's World Party time excellent.
How great was this commercial?
Yeah, this this is great.
This is a trend in these Super Bowl Bowl
commercials where they do a celebrity
mashup and often it spans generations.
So you have Wayne's World characters
that are 30 years old now.
But you combine that with
a more contemporary artist,
in this case Cardi B and that
usually has the mass appeal that
Super Bowl ads are looking for.
It can connect with everyone.
I think this commercial was great.
I do think it didn't have quite that
much linkage to Uber eats until the end.
Focused, focused a lot on eat local,
but you might have missed that
it was for Ubereats, yeah.
In store Dash also had a commercial in the
Super Bowl this year.
Yeah, I do feel like they missed that
even if they had fabulous Cardi B
in their Doritos Flat Matthew now.
Matthew McConaughey has been kind
of teased for how he takes himself
so seriously in some commercials
like the Lincoln Car commercials,
but they seem to work.
How about flat Doritos or 3D Doritos?
How did that work?
Yeah, I thought this was great in
terms of attention, so you know,
during the Super Bowl people aren't
always paying attention to commercials,
so you need to make sure that you do
something that captures people's attention.
And I think the visuals here with the
2D Matthew McConaughey really stood
out and it captured people's attention,
so I think that works well and it was
also really linked to the product,
which was 3D Doritos,
and so I think that combination was.
Was pretty solid and I think this
also did really well on social media,
as did the Cheetos commercial.
We just saw. Yeah, I'm watching it again.
I'm actually
giggling so I guess it does work.
Something I thought was really clever and
it was almost subliminal messaging in a
way was when Reddit did a 5 second ad.
They said hey all we have
is money to do a 5 second.
They put they said they put all their
marketing budget towards this 5 second ad.
But did it work?
I mean I paused to read it.
Yeah, so this was the second most trending
commercial during the Super Bowl.
And it's because unlike all the other
commercials which were 30 seconds
or a minute and cost about $5.5
million just for that time read it.
Just took out a 5 second ad and
really to see it you had to pause it.
So this was something that people were
sharing even after the Super Bowl.
So I would say it definitely worked and
it came through pretty quickly just
in the last week after read it was.
In than you
so much I love it. It's so clever.
Just really thinking outside the box.
Let's talk about things that didn't work,
only zadd for outley. Wow.
No cow with the CEO singing.
What were they thinking?
I mean, did they?
I mean to me they missed the mark.
What do you think?
I agree, so this is a case where it
was definitely attention catching,
but unfortunately it suffered from
something we call negative amplification.
So if you look at sentiment analysis
on Twitter after the Super Bowl,
most of the sentiment was pretty negative,
so people did not like the ad.
They were thinking about it afterwards,
but unfortunately it
wasn't in a positive way.
I mean, should they have? What
if they did this with somebody
who was more well known other
than their CEO? Still no nocal I
think it might be tough for
something like this. You know,
it's definitely a little bit polarizing.
I think there was a small
segment out there on the Internet
that loved the commercial,
and in fact I heard that they
sold out of T shirts. That said,
things like this is more commercial.
Oh my goodness, Matthew.
Thank you so much for joining us.
We appreciate your insight.
Thank you so much for having
me will check in again soon.
Mean time coming up next.
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