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The Secret Ingredient for a Winning Super Bowl Commercial

by | Feb 4, 2020

The Facts: Over 80 ads appeared at 2020 Super Bowl. Big companies paid as much as 5.6 million dollars for 30-second spots.

The Hype: From Bryan Cranston to Winona Ryder to Jason Momoa – celebrities sold soda, websites, and mortgages.

The Truth: To be remembered, to be heard above the noise, to have impact …. sell the brand by telling a story with emotion.

Speak For Yourself® (SFY) Two Best 2020 Super Bowl Commercials: Google’s “Loretta” & Jeep’s “Ground Hog Day”. Why? These beautiful and clever ads sold emotion. “Loretta” clutches your heart (I cried and so did you), and “Ground Hog Day” makes you laugh.

“The ads that people remember most over time are the simplest ads with human stories, and that was missing for the most part,” said the longtime ad executive Donny Deutsch in a NYT review.

“Much of the game-day advertising, he said, ‘was a manic, overproduced celebrity cornucopia, to the point that some of these ads didn’t mean anything and you didn’t really remember who was with who.’”*

For your meetings, presentations and Board reports – you’re not going to spend 5.6 million dollars and prepare for six months. Not needed. BUT what you do need is to add in your stories.

A compelling presentation is never just about the data. Please add the context along with your content, add the emotion, add the appeal. That’s how you get heard above the noise.

#ShamelessNamedropping and trivia section: Before the game I ran into Stephen Tobolowsky’s brother, Paul. Stephen is “Ned” from the Ground Hog Day movie and commercial and Paul told me to watch out for this Jeep ad. I did. And so did the rest of the world. SFY is not alone in putting this great ad at the top of the heap.

Jeep’s Ground Hog Day ad


*Source: https://www.nytimes.com/2020/02/02/business/media/super-bowl-commercials-2020.html?smid=nytcore-ios-share

© 2020 Karen Cortell Reisman, All rights reserved       © 123RF Stock Photo

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Karen Cortell Reisman, MS, Executive Communication Author & Speaker


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