Super Bowl ads now cost a staggering $8 million each. The big question is, are they worth it, and what can businesses learn from them to improve their advertising strategies? I’m Alex Rosi from Acquisition.com. I’ve run millions of dollars of ads, and today I’m going to analyze Super Bowl ads across six key factors to determine whether they scored a touchdown or fumbled.
Factors for Analysis
- Attention: Did the ad grab your attention?
- Engagement: Did it make you care?
- Dream: Did it sell the dream?
- Urgency: Did it create urgency?
- Social Proof: Did it show social proof?
- Call to Action: Did it tell you what to do next?
1. Google Ad
Attention: The ad drew attention with a relatable, sentimental story arc similar to the “Up” movie. Engagement: It showcased human experiences that resonate with multiple audiences. Dream: It sold the dream of achieving career success. Urgency: Lacked urgency, but it wasn’t necessary for the brand. Social Proof: Demonstrated product usage throughout. Call to Action: Subtly hinted at using Google’s product.
Verdict: S-Tier. An exceptional ad that effectively balances storytelling and product demonstration.
2. Ramp.com Ad
Attention: Contextual hook using a football player. Engagement: Addressed a common pain point for business owners. Dream: Demonstrated a quick solution to a problem. Urgency: Created by showing the ease of using Ramp. Social Proof: Minimal but clear product demonstration. Call to Action: Clear, but could have used more on-screen text.
Verdict: A-Tier. A concise and effective ad, though it could benefit from more text for clarity.
3. Booking.com Ad
Attention: Utilized the familiar Muppets brand. Engagement: Attempted humor, but felt outdated. Dream: Showcased various travel options. Urgency: Highlighted free cancellation as a selling point. Social Proof: Mentioned popular destinations and options. Call to Action: Clear brand mention but lacked compelling direction.
Verdict: C-Tier. Felt like an old TV ad, struggled to connect with modern audiences.
4. Doritos Ad (Fan Contest)
Attention: Engaging without dialogue, relying on creative visuals. Engagement: Highlighted the desirability of Doritos through humor. Dream: Portrayed Doritos as a must-have snack. Urgency: Implied by the characters’ actions to get Doritos. Social Proof: Relied on the universal appeal of the snack. Call to Action: Focused on brand reinforcement.
Verdict: A-Tier. Creative and on-brand for Doritos, leveraging human psychology.
Data-Driven Decisions
Some ads aim to build brand sentiment, reinforce existing positions, or drive direct response. The best ad drives the most sales, and historical brand strength plays a role.
Additional Insights
One of the most brilliant aspects of Doritos’ strategy is crowdsourcing. By letting their audience create the ads, they effectively cut costs and ensured authentic, relatable content. This strategy can be highly beneficial for businesses looking to engage their communities and leverage user-generated content.
5. Jeep Ad
Attention: Long-form storytelling to captivate the audience. Engagement: Connected deeply with themes of freedom and heroism. Dream: Sold the dream of freedom and the ability to write one’s own story. Urgency: None, as it was a pure brand-focused ad. Social Proof: Used Harrison Ford for credibility and relatability. Call to Action: Subtle, reinforcing brand values rather than direct action.
Verdict: A-Tier. A strong brand-focused ad that resonated with its target audience through emotional appeal.
6. Hims and Hers Ad
Attention: Visually jarring with a fear-based hook. Engagement: Addressed the issue of obesity with a focus on health. Dream: Lacked a clear dream outcome for the audience. Urgency: Created urgency by highlighting the current healthcare crisis. Social Proof: Claimed to offer life-changing weight loss medications. Call to Action: Encouraged joining the fight for a healthier America.
Verdict: D-Tier. Felt disingenuous and lacked a compelling dream outcome.
7. On Ad (Roger Federer)
Attention: Used celebrity endorsement with Roger Federer. Engagement: Focused on the name of the brand. Dream: Lacked a clear dream outcome for the audience. Urgency: None. Social Proof: Relied on Roger Federer’s endorsement. Call to Action: Minimal.
Verdict: C-Tier. Missed the mark by focusing too much on the brand rather than the customer.
8. GoDaddy Ad
Attention: Used humor and actors to grab attention. Engagement: Highlighted the ease of using GoDaddy’s services. Dream: Sold the dream of being a successful small business owner. Urgency: Implied by showing quick and easy solutions. Social Proof: Demonstrated AI capabilities. Call to Action: Clear direction to use GoDaddy’s services.
Verdict: C-Tier. Effective in showcasing the product but could have been more engaging.
9. Instacart Ad
Attention: Used a catchy hook and quick cuts. Engagement: Demonstrated the end result of using Instacart. Dream: Highlighted the convenience of grocery delivery. Urgency: Created urgency with the need for quick delivery. Social Proof: Showed popular brands partnering with Instacart. Call to Action: Clear direction to use Instacart for grocery delivery.
Verdict: B-Tier. Effective in demonstrating the product but could improve the clarity of the message for new users.
10. Nordis Breast Cancer Screening Ad
Attention: Highly attention-grabbing with powerful visuals. Engagement: Used pop culture references and testimonials. Dream: Promoted the dream of early detection and health. Urgency: Implied by the importance of early detection. Social Proof: Included influencers and actors to build credibility. Call to Action: Clear direction to visit a website for more information.
Verdict: B+ Tier. Above average ad with a strong message and call to action.
11. Nike Ad
Attention: Inspirational and powerful messaging. Engagement: Highlighted overcoming obstacles and winning. Dream: Sold the dream of achieving greatness. Urgency: None, focused on branding. Social Proof: Featured top female athletes. Call to Action: Subtle, reinforcing brand values.
Verdict: A-Tier. Strong branding ad that resonates with its target audience through emotional appeal.
12. Rocket Mortgage Ad
Attention: Used a catchy song and engaging visuals. Engagement: Highlighted the American dream and homeownership. Dream: Promoted the dream of owning a home. Urgency: Implied by the ease of using Rocket Mortgage. Social Proof: Relied on the universal appeal of the American dream. Call to Action: Clear direction to use Rocket Mortgage.
Verdict: A+ Tier. Combined elements of Google and Jeep ads, delivering a strong message.
Final Thoughts on Rocket Mortgage Ad
The Rocket Mortgage ad did a great job of connecting with themes of the American dream and homeownership. However, the CTA was too short, making it hard to identify the brand. Despite this, it resonated well with first-time homeowners and those who value the American dream.
Conclusion
Super Bowl ads are a significant investment, but the right approach can make them worthwhile. By analyzing attention, engagement, dream, urgency, social proof, and call to action, businesses can learn valuable lessons to enhance their advertising strategies.
FAQs
Are Super Bowl ads worth the investment?
Yes, if they effectively grab attention, engage the audience, and drive action.
What makes a successful Super Bowl ad?
A successful ad balances storytelling, product demonstration, and a clear call to action.
How can businesses apply these lessons to their ads?
Focus on creating engaging content, demonstrating value, and providing clear directions for the next steps.
Why is data important in advertising?
Data helps determine the most effective strategies and content, leading to better decision-making.
What role does social proof play in ads?
Social proof builds credibility and trust, making audiences more likely to engage and take action.