In Super Bowl advertising, a 30-second spot costs a jaw-dropping $7 million. So, what does it take to create a Super Bowl ad that truly captivates viewers and justifies this hefty investment? Mark Douglas, CEO of MNTN, shared his insights with TheStreet’s J.D. Durkin. Successful Super Bowl ads come in various flavors, some tugging at heartstrings with emotional narratives, while others aim for a quick laugh. However, common elements can set a company up for success.
According to Mark Douglas, entertainment value is the key to a memorable Super Bowl ad. The ad has to be more captivating than the game itself, which sometimes isn’t too challenging considering the occasional dull moments in football. Companies often use celebrities to grab attention and trigger recognition among viewers. The right voice or face can instantly connect with the audience, making the ad stand out. Additionally, humor is a reliable tool; if an ad can make people laugh or say “aww,” it’s likely a winner.
In a digital age, some companies release their Super Bowl commercials ahead of time on social media, a practice Mark Douglas isn’t particularly fond of. He believes in creating a special moment during the Super Bowl broadcast rather than revealing the ad prematurely. However, extending the campaign and building on the ad’s momentum afterward can be smart.
Looking ahead, nostalgia appears to be a recurring theme in Super Bowl ads, with references to beloved TV shows and iconic moments from the past. Incorporating elements like humor, celebrities, and a dash of nostalgia seems to be the recipe for success in Super Bowl advertising…………[read more]
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How can companies strike the right balance between releasing Super Bowl ads early on social media for extended exposure and reserving the surprise for the big game day, ensuring maximum impact?
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