IT'S
IT'S A
IT'S A NEW DAY. THIS IS A NEW DAY NORTHWEST,
FROM THE MIRROR BLUE CROSS
STUDIO, .
STUDIO, .
STUDIO, . >>> GOOD MORNING EVERYBODY,
WELCOME TO NEW DAY NORTHWEST,
OUR EYES WERE ON THIS WEEK
SUPER BOWL, CONGRATS TO THE
KANSAS CITY CHIEFS ON THEIR
VICTORY.
VICTORY.
VICTORY. MANY WATCH FOR THE FOOTBALL AND
OTHERS FOR THE HALFTIME SHOW
AND APPARENTLY, ACCORDING TO A
TWITTER POLL AND YOU CAN WATCH
FOR COMMERCIALS AS YOU CAN SEE.
WE NOW TAKE A LOOK AT FEW OF
THE BEST ADS, SEATTLE
UNIVERSITY MARKETING PROFESSOR
IS HERE WITH HIS SIX FAVORITES.
HER BEFORE WE GET TO YOUR
CHOICES, HOW DID YOU GO ABOUT
JUDGING THEM?
JUDGING THEM? WHAT WENT INTO YOUR CHOICES ?
>> YOU HAVE TO LOOK AT TENSION,
THERE'S SO MANY MESSAGES, SO
MAKE SURE THAT IT SOMETHING
THAT STOPS YOU IN YOUR TRACKS.
I THINK IT'S ALSO POSITIONING
AS WELL DOES IT FIT WITH WHAT
THE BRAND WAS TRYING TO DO
OVERALL TO BREAK THROUGH THE
NOISE?
NOISE?
NOISE? >>
NOISE? >> ONE IMPORTANT THING THIS
YEAR IS IS IT DISTINCTIVE.
IS THIS AND ADD THAT ONLY THIS
BRAND CAN SAY OR COULD YOU HAVE
JUST SUBSTITUTED OUT ANY OTHER
BRAND?
BRAND?
BRAND? >>
BRAND? >> DO YOU REMEMBER WHAT THE AD
WAS FOR?
WAS FOR?
WAS FOR? >> INTERESTING.
>> INTERESTING. >> ARE THESE IN YOUR TOP TO
BOTTOM CHOICES ARE JUST KIND OF
YOUR TOP?
YOUR TOP?
YOUR TOP? >> YES, I WOULD SAY, PRETTY
MUCH IN ORDER.
I DID LIKE THE GOOGLE AD .
>>> LET'S TALK ABOUT THAT AND
RUN A LITTLE PIECE OF THAT.
>> I THINK GOOGLE IS THE THIRD
YEAR THEY'VE RUN THE SUPER BOWL
AD TO IT'S HARD TO DO IN THE
SUPER BOWL, PARTY EVENTS WHERE
PEOPLE ARE ABLE TO GET BACK
REALLY NICELY TO THE PRODUCT
AND YOU CAN UNDERSTAND HOW
GOOGLE IS BEING USED.
>> .
>> .
>> . >>>
>> . >>> REMEMBER.
SHOW
SHOW ME
SHOW ME PHOTOS FOR MY ANNIVERSARY .
ANNIVERSARY . >>> THIS ONE WAS REALLY SPECIAL
BECAUSE YOU HAVE THIS OLDER MAN
TALKING ABOUT HIS WIFE WHO IS
APPARENTLY GONE, USING GOOGLE
TO PULL UP PICTURES THAT HE
LOVES AND THE MEMORIES THAT HE
LOVES.
LOVES.
LOVES. AND, HE MAKE SUCH A GOOD POINT,
THIS IS THE PRODUCT BUT THIS IS
THE BENEFIT OF THE PRODUCT FOR
YOU, AND YOU REMEMBER THE
EMOTION .
EMOTION .
EMOTION . >>> IT'S REALLY IMPORTANT FOR
TECHNOLOGY. THIS YEAR GOT A BAD
RAP FOR THINGS LIKE PRIVACY
CONCERNS, SO, I THINK A LOT OF
THE TECH COMPANIES ARE FOCUSED
THIS YEAR ON SHOWCASING THE
UTILITY OF TECHNOLOGY AND HOW
IT CAN HELP OUR LIVES.
I THINK AMAZON DID THAT VERY
WELL .
WELL .
WELL . >>> GOOD CHOICE .
>>> THE NEXT ONE IS WHEN I ALSO
LIKED, WHAT DID WE DO BEFORE
ALEXA, AMAZON, IT HAD SOME
REALLY FUNNY PARTS TO IT .
>>> TELL ME ABOUT THIS ONE .
>>> THEY USED CELEBRITIES WHICH
WE OFTEN SEE INSUPERABLE
COMMERCIALS BUT, AGAIN, THEY
WENT WITH THE HUMOR APPROACH,
BUT IT'S SOMETHING THAT'S VERY
DISTINCTIVE TO ALEXA, THE WORD
ALEXA PLAYS OFF OF THAT .
>>> WHAT DID WE DO BEFORE ALEXA
THIS ONE IS FUNNY, LET'S LISTEN
.
.
. >>>
. >>> TELL ME A JOKE .
>>> JOKES.
>>> JOKES. ARM, LOOK AT ME, IT'S ALL A
QUESTION OF WHAT DID WE DO
BEFORE ALEXA .
>>> THEY SAY ALEXA A LOT AND
THEY MAKE YOU LAUGH AND YOU
LIKED ALL OF THAT?
>> IT'S A PRODUCT DEMONSTRATION
SO NOT ONLY ARE THEY
COMMUNICATING ABOUT THE BRAND
AND IT'S ON POINT, BUT THEY'RE
TELLING YOU HOW PEOPLE ACTUALLY
USE ALEXA WHICH IS PRETTY NICE
.
.
. >>>
. >>> GOOD POINT FROM A MARKETING
POINT OF VIEW.
>> MICROSOFT GOT BE THE ONE.
>> I WANT TO HIGHLIGHT THAT I
LIKE THE COMMERCIAL AND THE
COMPANY AND IN GENERAL, ALL OF
THE COMPANIES DID WELL THIS AD
IS VERY MUCH ON POINT AND A
FOCUS ON SOCIAL JUSTICE.
THIS IS ON THE ASSISTIVE
OFFENSIVE COACH OF THE 49ers
AND THE FIRST WOMAN COPE COACH
OF THE SUPER BOWL.
A MESSAGE ON FEMALE
EMPOWERMENT, SOCIAL JUSTICE
THEY WERE HIGHLIGHTED IN OTHER
ADS BUT MICROSOFT DID IT WELL .
>>> WE SAW THE SURFACE .
>>> THAT'S IMPORTANT .
>>> ANOTHER COMMERCIAL WAS FOR
OLE, MAKE SPACE FOR WOMEN WITH
A NUMBER OF CELEBRITIES IN AND
THEY HAD A LOT OF PROMOTION
BEFOREHAND ON SOCIAL MEDIA.
>> YES, IF YOU USE A HASHTAG,
MAKE SPACE FOR WOMEN THEY WERE
DONATING ONE DOLLAR TO GIRLS
FOR A GOOD CAUSE.
EVEN THOUGH I PUT THIS ON MY
LIST, I LIKE TO THE COMMERCIAL
BUT, WHAT I DIDN'T LOVE IS MUCH
WAS, IT WASN'T QUITE AS WELL
CONNECTED TO OLAY .
>>> YOU DO HAVE A GIANT N-13
ROCKET .
ROCKET .
ROCKET . >>> YOU DO, BUT IT DIDN'T QUITE
HAVE THE SAME CONNECTION TO THE
PRODUCT THAT WE SAW IN SOME OF
THE OTHER COMMERCIALS.
IT'S FOR GREAT CAUSE AND IT DID
REALLY WELL ON SOCIAL MEDIA AND
I THINK IT HAD OVER 70,000
TWEETS LAST NIGHT .
>>> PLANTERS DID A COMMERCIAL
WITH TRIBUTE .
>>> I WILL TELL YOU WHAT MY
PROBLEM WAS AFTER YOU TELL US
WHY IT WAS GOOD.
LET'S TAKE A LOOK .
>>> WHAT ARE WE WATCHING?
>> I CHOSE THIS BECAUSE IT WAS
INTERESTING TO DISCUSS BECAUSE
TWO WEEKS AGO THEY RELEASED A
TEASER COMMERCIAL WHERE THE
MASCOT GOT MR. PEANUT HAD BEEN
KILLED IN A FIERY EXPLOSION,
WHERE HE SAVED HIS FRIENDS.
THEY DECIDED TO HAVE A FUNERAL
FOR HIM AT THE SUPER BOWL .
>>> BUT, LIFE WINS, SO IT'S A
BABY PEANUT, MR. PEANUT .
>>>.
>>>.
>>>. >>
>>>. >> MY PROBLEM IS BABY YODA
ENERGY .
ENERGY .
ENERGY . >>> THE PAYOFF WASN'T WHAT IT
SHOULD'VE BEEN BUT IT
DEFINITELY ONE THE EVENTS, IT
GOT A LOT OF ATTENTION.
IT'S REALLY INTERESTING,
PLANTERS DID POSITIVE MARKETING
CAMPAIGN LAST WEEK AFTER THE
HELICOPTER INCIDENT.
HELICOPTER INCIDENT. I THINK IT ALSO SPEAKS TO THE
IMPORTANCE OF DIFFERENT BRANDS
TO REALLY BE AWARE AND TRY TO
UNDERSTAND WHAT THEY ARE SAYING
AND WHAT THEY ARE COMMUNICATING
AND HOW IT MIGHT BE SEEN AND
ADJUST AS NEEDED.
>> YOU WONDER ABOUT WHENEVER
ANYBODY USES SOME INCIDENT THAT
COULD BE A MASS CASUALTY IN THE
NEWS, WHY ARE YOU GOING THERE
TO BEGIN WITH. BUT, MR. PEANUT
LIVED AND THAT'S THE IMPORTANT
THING .
THING .
THING . >>> AND YOU LIKED THAT SHE
DOES, CAN'T TOUCH THIS
COMMERCIAL.
COMMERCIAL. WHO DOES NOT LIKE A GOOD Mc
HAMMER?
HAMMER?
HAMMER? >> THERE YOU GO .
>>> SO WE HAVE THE FAMOUS CHITO
. I BELIEVE SO .
>>> TELL ME WHY YOU LIKE THIS
ONE .
ONE .
ONE . >>>
ONE . >>> IT DEFINITELY HAS NOSTALGIA
WITH Mc HAMMER.
WHICH WAS ALSO A THEME FOR A
LOT OF COMMERCIALS BUT THIS IS
ALSO SOMETHING THAT ONLY CHITO
SKIDOO -- CHITO'S COULD DO .
>>> IT WAS ALSO ON POINT AND
CONNECTED TO THE BRAND AND HAD
DISTINCTIVENESS .
DISTINCTIVENESS . >>> I THINK YOU BEEN THINKING
ABOUT THIS MORE DEEPLY THAN I
WAS, A COUPLE OF MY FAVORITES
PROBABLY DON'T DO ANY OF THE
THINGS YOU JUST MENTIONED.
THE OLD TOWNE ROAD COMMERCIAL
FOR DORITOS THAT WAS SAM
ELLIOTT, LOVED IT.
LET'S TAKE A LOOK AT THIS.
, LITTLE GNAWS ASK AND BILLY
RAY CYRUS MAKES AN APPEARANCE
AT THE END WITH THE WESTERN
SNOW SHOWDOWN WITH ICONIC
WESTERN FIGURE.
WESTERN FIGURE. WITH SAM ELLIOTT.
THERE HE IS.
>> IS MUCH AS I LOVE THIS, WHAT
DOES IT HAVE TO DO WITH
DORITOS, I SEE YOUR POINT.
>> PEOPLE LIKE FUNNY SILLY ADS
ON THE SUPER BOWL AND IT DOES
ACCOMPLISH THAT.
ACCOMPLISH THAT. SO, IT WORKED AND IT DEFINITELY
CAPTURES ATTENTION AND YOU NEED
TO DO THAT FIRST .
>>> IT WAS FOR COOL RANCH
DORITOS AND THIS WAS KIND OF A
COOL RANCH VIBE. JASON MOMOA,
IT'S FOR ROCKET MORTGAGE, WHO
DOESN'T LIKE JASON MOMOA ARE
NOT NECESSARILY CONNECTED THAT
MUCH OF THE PRODUCT BUT WHAT
HAPPENS IN THE COMMERCIAL IS SO
MEMORABLE.
MEMORABLE. I WONDER PEOPLE REMEMBER IT'S A
ROCKET MORTGAGE COMMERCIAL?
>> THAT'S A GOOD POINT I AGREE,
I THOUGHT IT DEFINITELY CATCHES
YOUR ATTENTION TO IT'S PEELING
OFF HIS SKIN BUT THE QUESTION
IS , DOESN'T HAVE THE LINKAGE
THAT YOU WANT TO THE BRAND, TO
ROCKET MORTGAGE, MAYBE IT SO
MEMORABLE THAT PEOPLE WILL
CONNECTED BUT IT SOMETHING THAT
YOU ARE SOMETIMES WORRIED ABOUT
IF YOU HAVE A CREATIVE ADD TO
THAT DOESN'T HAVE THE RIGHT
KIND OF LINKAGE.
>> THAT'S A GOOD POINT. I
ENJOYED IT ANYWAY.
I LOVE LISA BENET AT THE END.
SOMEHOW I REMEMBER THIS ONE .
>>> THANK YOU SO MUCH, THOSE
WERE WONDERFUL AND INSIGHTFUL
POINTS.