With 30-second Super Bowl commercials costing a record-high average of $7 million this year, you know we have some thoughts on how they turned out. While viewers are looking for epic entertainment, advertisers are looking for a return on their investment. So, when it comes to effective marketing, who scored and who missed the mark?
Favorite Super Bowl commercials
General Motors/Netflix — “Why Not an EV?”
General Motors and Netflix joined forces to give Electric Vehicles the stage they deserve with “Why Not an EV?,” and what better stage than reimagining them in some of Netflix’s most popular programming? You can tell this strategic partnership is more than just a fantastically played cameo by Will Ferrell, but the beginning of a larger public relations campaign that will likely continue past the Super Bowl.
Google — “Fixed on Pixel”
Google’s “Fixed on Pixel” announces the only phone engineered by Google, Pixel 7, that can easily delete unwanted images from the pictures with a magic eraser (e.g., ex-boyfriends, photo bombers, unruly dogs, etc.). Amy Schumer, Doja Cat and Giannis Antetokounmpo demonstrate the product capabilities while remaining entertaining. You almost don’t feel like it’s a commercial while simultaneously wanting to order a new phone. That’s a win.
Kia — “Binky Dad”
Kia looks to extend their current target market, tech-inclined Millennials, to those seeking all-terrain capabilities with “Binky Dad.” When a dad absentmindedly leaves his baby’s binky at home, nothing can stop him from retrieving it when he’s behind the wheel of the new Telluride X-Pro SUV. His heroic feat becomes a viral sensation as the nation cheers him on. The play on social media mixed with a relatable parenting mishap and cinema-worthy product shots, makes this a touchdown.
Uber One — “One Hit for Uber One”
Launched in 2021, Uber One has been slow to pick up speed and is looking to gain more awareness this year. Luckily, Diddy, Montell Jordan, Kelis and others were willing to lend their iconic lyrics and captivating beats to create “One Hit for Uber One” that’s guaranteed to get stuck in your head — in a good way.
WeatherTech — “We All Win”
WeatherTech’s “We All Win” shows you don’t need celebrities, special effects or a crazy budget to create a commercial that packs a punch. They dispel the myth that US manufacturing is dead by earnestly showing how they build their own factories, employ thousands and make world class products right here in America. It had just enough emotion, hope and can’t-knock-us-down attitude, you can’t help but get behind them.
Fumbles
Pepsi — “Great Acting or Great Taste?”
Pepsi’s “Great Acting or Great Taste” spots are a couple of the longest in the lineup this year with both Ben Stiller and Steve Martin starring. Ironically, with almost a minute to play with, the actual product, Pepsi Zero Sugar, doesn’t make an appearance until about 40 seconds in. There isn’t a mention, a logo, a hint of anything prior. Not only does this affect product recall, but if someone turns around to grab a snack, they might miss the punchline completely.
Skechers — “All Walks of Life”
Skechers aimed for the cool factor when it came to Super Bowl commercials pulling in cultural icon Snoop Dogg to show how Hands Free Slip-ins® fit every part of his lux, adventurous life. Set to his 1993 track “Who Am I? (What’s My Name?),” there are cameos from Howie Long, Tony Romo and Snoop’s close friend Martha Stewart. While the goal was to position their new Slip-ins® in a culture of coolness, the spot came off a bit “trying too hard,” which is, unfortunately, the opposite of cool.
Dexcom — “Feels Like Magic”
The Dexcom G7 deserves an applause for engineering a much-needed product for diabetes management, but they focused on features without leaning into the benefit. With magical, real-time insights enabling more freedom, you’d expect to see Nick Jonas living life to the fullest: singing, acting, traveling, spending time with his new daughter, etc. Instead, we see him showing the technology on a fabricated set and then quickly disappearing. “Feels Like Magic” feels a bit like a missed opportunity.
Author: Crystal Jennings is the Vice President of Public Relations at LaneTerralever, an award-winning marketing and customer experience agency, advancing businesses for over 60 years. For more information, visit LaneTerralever.com.
