In marketing, timing is everything and there are no coincidences that’s for sure. Most campaigns are well timed to create a layered approach to how elements roll out in order to create an impactful stream of messaging.
We saw a few examples of good timing in this year’s Super Bowl LI advertising.
Lady Gaga for Tiffany. Not only did Lady Gaga pull off the halftime show of the century, she was also the new spokesperson for first time SB advertiser Tiffany, who also happens to be the manufacturer of the champion’s trophy. An iconic American brand for an iconic American event. With a now iconic American voice.
Melissa McCarthy for Kia. Well Melissa McCarthy certainly had a great weekend. Her surprise appearance on Saturday Night Live as Sean Spicer was an overnight sensation, literally. And her appearance in the Kia SB ad was also a fan favorite, where she acted the “Eco-Hero” role to much delight. Classic Melissa McCarthy.
Snickers Goes Live. And then of course, we have Snickers who attempted to create a spot on the spot during the game with a live production of its classic “You’re Not You When You’re Hungry” campaign. I love that campaign, one of my favs of all time, but I’m not sure that this one resonated with the audience as much. Or perhaps by the time it ran in the game, there was advertising fatigue. Not an easy feat to pull off, if you’ve ever attempted video production. Anything can happen when you go live. And while it’s no longer live anymore, still worth a view.
Timing is everything in marketing, and it clearly plays a big factor in getting your ROI from Super Bowl advertising. No matter the time, it’s always fun to watch!