Last night marked the evening of the year that brands dole out the big bucks to have their messaging projected to 100 million viewers.
Some advertisers incorporated big stars, some tickled our funny bone, and some tugged at our heartstrings and made us a little weepy.
Here are some of the best and worst ads of Super Bowl XLVII:
Budweiser – Budweiser’s “Brotherhood” ad does a great job telling a story and making an emotional connection with viewers. You want your target audience to feel something while they watch your television commercial, and judging by the online buzz this ad has generated, Budweiser definitely pulled at the heartstrings of its audience.
Hyundai – Finding messaging/visuals that allow for your target market to relate to your product or brand is one of the most effective advertising tactics. Hyundai’s Super Bowl commercial “Stuck” provides great example of this selling strategy.
Mercedes-Benz – The tone of Mercedes-Benz’ Super Bowl ad “Soul” does a great job projecting the attributes of luxury and excellence that have long been associated with its legendary brand, and it does this all while effectively targeting a new audience with a more affordable price point.
Pepsi — While the ad itself isn’t overly innovative in its concept/story, it very effectively launched a new product line from a tried and true brand.
Volkswagen – While Volkswagen’s Super Bowl ad may have gotten a smile from some, it certainly didn’t win over every viewer. Many have taken to the web accusing the ad and brand of racism.
Calvin Klein – Who exactly was Calvin Klein trying to target with its chiseled male models? Brand strategists would have been better off saving this ad campaign for cheaper spots on E! or during “The Bachelor”.
Go Daddy – Go Daddy’s “Perfect Match” ad used a formula that’s already been used a thousand times over, and many found its humor to be tasteless and stomach-churning.
Budweisers’ Black Crown – While Budweisers’ “Brotherhood” ad very effectively played on emotion, the brand’s Black Crown ad evoked very little emotion. The ad looked to be targeting a more upscale audience but projected a very dull and uninspired concept.