10 vital marketing insights spotted during the Super Bowl 2015. www.mediafeed.pl / adam@mediafeed.pl

1. Illustration: lapkoblog.blogspot.com

2. 'Let them talk, no matter what they say' -
that doesn’t work anymore
1
Photo: fastcompany.com
Nationwide was the most talked about brand online during this year's Super Bowl. But
one of two broadcasted ads didn't earn the brand new followers. As much as 64% of
mentions regarding Nationwide were negative. The ad was considered depressing.
Nationwide: Make Safe Happen

3. You don't need 4.5 million dollars to be here2
Photo: fastcocreate.com
Once again, Newcastle Brown Ale has shown how little they care about the fuss regarding
Super Bowl halftime advertising time. The brand collaborated with 36 smaller, often local
brands that couldn't afford such expensive commercial time. According to the creators, the
inspiration for an ad shared with other marketers was the 'Sharing Economy' trend.
Newcastle Brown Ale + 36 other brands: Band of Brands*

4. Nostalgia still does the job3
Photo: technabob.com
Regardless of how hard marketers
search for new ideas for their ads,
nostalgia and inspirations drawn from
things that interested us back in the day
still do the job. This year's advertising
section of Super Bowl was filled with
memories of the past. It worked - all ads
within this trend were received well by
viewers, getting millions of views.
Budlight: Real Life PacMan #UpForWhatever
Snickers: The Brady Bunch
BMW: Newfangled Idea

5. Ad withdrawal - bummer or strategy4
Photo: usatoday.com
After complaints filed by animal rights groups, GoDaddy decided to change their ad a
few days prior to the final (and broadcast) so it avoids criticism (the ad reportedly
encouraged reckless pets purchases). The most important advertising time of the year,
4,5 million dollars spent and such rapid change? What's more - the new add was much
worse than the original one. Sounds like a series of well-thought-of actions.
It's strange that selling a little puppy was the reason for so many protests while no one
paid attention to Mophie's ad where a car hits a homeless person on the street.
Mophie: All-Powerless
GoDaddy: Puppy

6. Girl Power & Dads that care5
Photo: fortune.com
Women's power and men's love for their children - two strong messages which were present
twofold. First, when the ads debuted in abovementioned brands' campaigns a few months
ago and then on Sunday's night. It's good to see an ad in Super Bowl halftime where women
are pictured in different, less chauvinistic way. (which unfortunately is still quite common)
Procter&Gamble: Like a Girl
Dove+Men Care: #realstrenght

7. Nissan and Youtube stars6
Photo: fastcompany.com
Main Nissan's ad broadcasted during Super Bowl halftime was an example of 'Caring fathers'
trend, but the brand conducted some interesting actions right before the final. In order to
make some fuss about Nissan returning to Super Bowl halftime ad parade after 18 years, the
company collaborated with 6 popular vlogers whose videos were already hugely popular a
few days before the game. Roman Atwood's prank with a house full of colourful balls was the
most popular one. It was the most viewed video linked to Super Bowl before the actual game.
Nissan & Roman Atwood: Crazy Plastic Balls Prank

8. Social ads return to Super Bowl7
Photo: rollingstone.com
One of the most talked about advertising campaigns of this year's Super Bowl which was
sponsored by NFL authorities. An add that shows the problem of domestic violence and
sexual assaults was inspired by a real life phone conversation between the victim and
police dispatcher. It was summarised by an important statement reading: 'When it’s hard
to talk, it’s up to us to listen'. Super Bowl 2015 breaks down the commercial-only event
stereotype. Grey agency produced this ad pro bono.
NFL: No More

9. Don't fantasise when the subject is serious8
Photo: youtube.com
Coca-Cola: #makeithappen
Cyber violence, yet another important issue, particularly popular among the youngest,
was the topic a company specialising in spreading happiness tried to embrace. In my
opinion that was the main flaw of the Coca-Cola ad. An important issue was presented
in a particularly 'glittery' way. The world of cyber violence looks completely different
and such problems cannot be solved that easy.

10. Emotions served right9
Photo: youtube.com
McDonald’s: Pay with lovin’
In my opinion, McDonald's provided the best Super Bowl-inspired campaign which was
further developed in its restaurants and continued after the event. In this case, the
campaign was prolonged to 14th February due to Valentine's Day.

11. Advertise whatever you like. As long as you have the money10
Photo: adweek.com
People who watched Super Bowl on Sunday usually don't buy planes worth 550 million dollars, but
Northrop Grumman still decided to present their long distance bomber to broad public (what's
interesting, the ad was only broadcasted locally). Other extreme choices included a medication for
toes' infections (Jublia), free online games promoted by celebrities (Game of War or Clash of Clans),
exclusive lingerie (Victoria's Secret) and... the fruit avocado (Avocado From Mexico). Just like in a
supermarket.
Northtrop Grumman: Hangar

12. @adamprzezdziek
@adamprzezdziek