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Super Bowl LVIII Best Commercial & what this ad models about super communication

by | Feb 13, 2024

We are back with our annual selection of the best Super Bowl Commercial.

Speak For Yourself® picks our favorite commercial each year. Why? To learn best ways to get YOUR message across without paying over $LVIII,000,000. (the 30-second spot + talent + production).

Drum Roll….

This year Dunkin Donuts’ ‘The DunKings’ commercial wins.

Use this list of DunKing strategies for your next board presentation, zoom meeting or project review all modeled in this commercial.

1️⃣  Clarity. Many of the ads tried too hard and became disjointed. You could not figure out what they were selling till the last second. Our DunKing ad reveals the product up front. From the first to the last expensive nano-second you see the Dunkin’ logo and/or the company brand colors.

🏈 Note to you: Are you using your logo and brand colors everywhere, from your digital presence to your merchandise?

2️⃣  Self-deprecating humor. Our well-known cast, Ben Affleck, Matt Damon, Tom Brady, Jack Harlow, Jennifer Lopez, & Fat Joe make fun of themselves throughout this ad. Look at their outfits!

🏈 Note to you: Laugh at yourself – it makes you more approachable. We will then want to listen to you.

3️⃣  Call to Action.  Affleck tells Damon as they walk away, “Chill. They’re naming a new drink after us”. A new product is born at Dunkin’ Donuts! In other commercials you had to really search for the product and its relevance.

🏈 Note to you: End your emails, presentations and meetings asking for what you want. Include “next steps.” Move the conversation forward.

4️⃣  BONUS TIdbitAccording to CNN, “Part of the deal to get Affleck on board was Dunkin’ making a sizable donation to his nonprofit.”

🏈 Note to you: Have integrity. It will show up even if you don’t advertise it.

Your LVIII-million dollar communication takeaways ➜

Be clear about who you are, what you want, and what you are pitching. Be consistent with your branding. And find the humor.

© 2024 Karen Cortell Reisman, All rights reserved 

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