This morning everyone's gonna be talking
about the Super Bowl, of course.
And a big part of that is the commercials.
They become one of the biggest parts of the
game, and those spots do not come cheap,
$7 million for 30 seconds.
Marketing and branding expert Alex
Barris joins us this morning for a
little postgame commercial analysis.
Thanks for coming in.
You so much for having me.
So favorite ad.
So I'm going. I'm going
relatable. I'm going with the heart.
Amazon's ad showing a dog kind of
terrorizing the family's home.
We can all relate to that, yeah.
Then instead of getting rid of
getting rid of him at the end,
they decide to order a crate from Amazon
and bring home his little friend to.
So that was my favorite in the end.
It was quite the term because at first you
were thinking they're getting a kennel,
they're going to send him away or something.
And then, but it was confusing.
It was like, wait,
can you get a dog from Amazon now?
But it was the crate.
It's only a matter of time.
It's true. It is Amazon.
What were some themes that
you noticed this year?
You know, some constants.
The usual themes of celebrities of course.
Probably 2/3 of the commercials had celebs.
Also, nostalgia was big, yeah.
Another personal favorite was the
Popcorners Breaking Bad commercial,
but also Alicia Silverstone representing
share for Rakuten and John Travolta
singing a little grease number.
Those are all good examples of nostalgia.
So I'd say those are some good trends as
well as just the relatability of the heart.
Those are the things that really stick
out in consumers mind that are memorable.
Yeah, I love the throwback ones.
Of course, you mentioned the clueless one,
of course the drawn Travolta 1,
which is really great.
Do you think any missed the mark?
It's interesting, I think that whenever
coming from a marketing perspective,
if you have great creative but you
don't actually kind of get consumers to
remember what your commercial represents,
the brand, the attributes or the product is,
it can miss the mark.
So for me there were a few like that
that were a little too abstract,
one that I loved creative wise.
Is the work day commercial
with all of the rock stars.
In the end, I found a lot of my
students and family members wondering
what his work day actually what,
you know, what does it actually do?
So there's some that can, you know,
stay in your mind temporarily,
but then as as time fades,
you have to actually connect it with
something that the brand cares about.
What about the tube one, though?
That one where everyone thought
someone sat on the remote
control but you remember it.
It's incredible. Yeah,
we'll be talking about that one next year.
There's always one that breaks the Internet.
And last year, it was a floating QR code.
This year it's definitely to be making
everybody think somebody stole the
remote control and as well as just kind
of big kind of rabbids taking over and
everybody's wondering what's going on.
In the end, they were
creating brand awareness.
People wanted to have a top of mind.
Now people will know what
to be as moving forward.
And so that is a winning strategy.
I turned to Jordan. Like Jordan,
did you sit on the remote?
It's like, no, I'm sure everyone
did that, but you're right.
I remember coin base last year with
the QR code and everyone was like,
what happened? Yep.
But it left you talking.
Yep. Big takeaways.
Where, where do you think
this is gonna go? Yeah,
a few kind of trends and and where I think
things are heading with the Super Bowl,
first of all would be the the
teasers of the commercials.
They're, I kind of think of
them as like movie trailers.
Now you get a story over time you
get mystery Celeb reveals as well as
we're going to see continued messaging
over the next months. And year.
And then there's also just the
integrative strategy with social media.
So that really was enhanced this year.
Generation Z is mostly on tic tac,
tick tock during the game and
they're going to be, you know,
following the brands like Doritos that had a,
you know, integrative connection
with a rappers and and asking
people to make their own dances.
Those are things that are going
to also stick in people's minds.
That's if TikTok sticks around.
There's that one. Great.
Site, thank you so much.
Really appreciate you coming.