On Super Bowl Sunday, when many viewers tune in as much for the high-priced comic, poignant and extravagantly produced TV commercials as they do for the football, the Nationwide ad was largely seen as a cheap shot.
To work, brands have to operate along these axes; otherwise, they aren't really doing much beyond being distraction between downs and they certainly aren't winning over the most skeptical generation ever. Here is our low down on what worked and didn't this year.
Designed for use on TV, YouTube and other channels, the spot speaks for itself, showing how any brand, regardless of size or location, can turn media lemons into spiked lemonade with a twist, something any brand can celebrate over.
One horrible bad press move from a small business could convince an entire community to be turned off from your brand. Totino's can stand to lose a few hundred followers, but that kind of damage would hit a small business a lot harder.
Another year and another Super Bowl has come and gone. However, what's a Super Bowl without its fair share of talent, controversy, entertainment and food?
The phrase "paper the house" refers to giving away free or discounted tickets in the rear of a concert auditorium in order to make the venue seem full to those sitting up front who paid full price.
While we know the level of buzz Super Bowl spots receive, many nonprofit organizations will tell you at the end of the day, cash is king. Awareness without action is an age-old problem for those on the frontlines helping people in dire need of support.
A recent online domestic violence ad promoted by women's advocacy group, Ultraviolet, features a woman on a football field being tackled by a player.
Let's use this moment as an opportunity to talk about the things we can do so that kids can grow up to do big things.
The 2015 Super Bowl was a tremendous football game that came down to the waning seconds. But, as the game unfolded, so did an interesting and eclectic set of ads.
While the NFL's public service announcement on domestic violence reflected their attempt to play defense given recent controversies, here are some of the examples of companies going on offense by letting their purpose shine during the Super Bowl.
If none of this is working for you, continue nodding and being polite, offering all the uptight, nervous pacing men (and other guests who come in late) your spot on the sofa. Do this until every seat in the house is taken and you have to sit on the toilet in the bathroom. Bring guacamole.
It was a night to remember, more for the edge-of-your-seat game than the advertising, but still a lot of fun. The best part is that we get to re-live the commercials over and over again on social media, and I'm betting we'll see a lot of it on the large screen again too.
Solving social problems like hunger and poverty requires reaching a larger audience than the usual core group of committed activists. What has a larger audience than the Super Bowl?
This is why advertising creatives are important and why some agencies are better than others. Yes, make the star relevant, surprise people, get viewers excited. But once you get past that step, sell something that aligns with your creative.
The charmingly bizarre content is not necessarily meant to be viewed in its entirety, though there is goodness in every second if you do take the time to watch, but more as a "check back" between draft rounds.