Last year we had a seat on the panel, this year we were just there to enjoy other expert opinions. It was an excellent evening with a very entertaining panel of industry pros who made some clever observations. Among them was the idea that most ads started strong and ended on an odd note, which is the new normal for broadcast ads—keep watching because there will be a big surprise at the end (or just something completely stupid). With ad space costs ballooning to $5M for thirty seconds, or roughly $166K per second, keeping people watching every moment is obviously among the key objectives. One clear sentiment was that it felt like a safe year, with advertisers taking very few risks. Not only that, there wasn’t much of a social media tie-in to any of the ads—another departure from trends of the recent past. When the dust settled, these ads were the consensus favorites from the panel.
Avocados from Mexico “AVOS in Space”: Sure you could have added any brand at the end, but it was just a fun, strange ride through our evolution as a species.
Axe “Find your Magic”: Hailed as a more inclusive, edgy and interesting departure from Axe’s traditional chick magnet approach saluting those who embrace their best quirks.
Heinz Ketchup “Wiener Stampede”: What can we say? It was surreal and emotional, dogs were involved and it has the potential do some character development down the road.
Co-branding has its perks. In an ideal world, it’s a win-win for both brands, boosting of awareness and showcasing brand synergy. Take the new Pandora/Huggies Baby Making Station for example. With birth rates in steady decline and streaming music services battling for earbuds, it’s a clever match that has produced a streaming online music station geared to your personal amorous audio preferences. Like Super Bowl Babies, we’ll have to give it nine months or so to see if this puts more kids in diapers or it’s just a poopy idea with a good soundtrack.
Why not? We know what you want, but what about that special guy in your life? That hairy-handed gent has made all that effort to treat you like the most important person in the world—how about a little something for the effort? Since you’re busy running the world, we thought a few suggestions might be in order.
Check out a few tangible ways to tell him he’s moving in the right direction:
Plan A (Gucci guy stuff with a few suggestions for her, too)
Plan B (saying “I love you at a lower price point)