Super Bowl 2023: An Extravaganza of Legends, Levity and the Lord Above

Marketers are under scrutiny to move the needle in brand awareness cultural and social media buzz and ultimately purchase intent and sales The key challenge for all brands is staying power How well does an ad live on in the minds of consumers days after the big game As CMOs examine the return on investment they need to create a dashboard that uses a multiperiod trifocal lens shortterm for social media buzz and engagement mediumterm for increase in purchase intent and longterm for brand purchase and loyaltyOne of the biggest differences in comparing this year39s commercials with those in the past was the cobranding that was prominent in several Super Bowl spots For example there was Will Ferrell in GM electric vehicles in settings that spoofed several Netflix shows like Army of the Dead and Squid Game A variety of different EVs were showcased and surprisingly none of them were named in the adThe combo ads that performed best were the ones that maintained or enhanced brand equity even in the presence of other superstar brands because the storyline was intricately woven to ensure neither brand was upstaged The combinedforces approach was used when Paul Rudd39s AntMan picked up a Heineken 00 before saving the multiverse Then there was Jake from State Farm collaborating with TikTok star Khaby Lame not in a Super Bowl ad but in a socialmediafirst ad strategy that benefited from the stadium naming rightsBefore advertisers adopt this approach they need to examine if the two brands joining forces have a synergistic story to tell Together they should elevate brand engagement without cannibalizing the impact of each effort To judge this the writers must decide who plays the lead and who plays the supporting role Once that balance is determined the script needs to capture the story in a way that is compelling and authentic for audiencesFrom Booze to Jesus ChristAB InBev relinquished its Super Bowl alcohol exclusivity after 33 years And that resulted in a slew of booze companies joining the Super Bowl frenzy AB InBev commercials for Bud Light Michelob Ultra and Busch Light were joined by Diageo PLC39s Crown Royal whisky Ramp233my Cointreau39s Ramp233my Martin cognac and Heineken NV39s Heineken 00When brands are competing for attention in the same category distinction in storytelling is critical AB InBev did not disappoint with their high voltage and highly entertaining Michelob Ultra Caddyshack nostalgia play led by Serena Williams mentioned above Distinction can also be achieved by keeping the story simple and very real exemplified by the Bud Light ad featuring Miles Teller dancing to the rhythm of phone hold music making a mundane moment feel tender and sweetAmid this alcohol showcase the most unexpected ad was one promoting a superstar revered by 22 billion people globally Jesus Christ The ad was successful in attracting attention because it was so fundamentally different than the other Super Bowl fare and was telling the story through provocativeyetsimple still images to ignite emotion across both sides of the aisleAnd the Winner Isamp8230So in the spirit of the Oscars using the 5 Ps Framework to review the bestperforming ads let39s unveil who wins the Super Bowl of Ads trophy based on the criteria belowBased on a review of all the commercials the Workday ad creatively delivered the message that even the most proficient work team member is never a rockstar That is reserved only for real legendary rockers like the ones featured in the ad Ozzy Osbourne Gary Clark Jr Joan Jett Billy Idol and Paul Stanley The ad was persuasive in its use of clever humor and wit and was penetrating because the juxtaposition of real rock stars and worker bees was so extreme that it is memorable This depth was reflected in the crossplatform messaging across print a full page ad in The Wall Street Journal and social media asking employees to tag colleagues who are indeed rockstarsThe Road AheadSuper Bowl 2023 will be remembered for its sizzle celebrity power and upbeat mood for a pandemicweary inflationstrapped nation As they create future campaigns for 2023 brands need to step it up on the diversity equity and inclusion stage This was woefully absent in the majority of the ads last Sunday with one exception that stood out the NFL39s quotRun With Itquot ad It featured flag football star Diana Flores and was a win for authentic inclusion in a maledominated sport and also for cleverly incorporating the Spanish languageAlthough we have made progress in 2021 and 2022 there is a long way to go in terms of ensuring a sustained committed and visible effort to rewrite stories ensuring they are truly inclusive and viscerally impactful to score the touchdowns we need from both a business and societal change perspectiveFor more on the Super Bowl LVII ads read Super Bowl LVII Commercials Dunkin39 TMobile and PopCorners Were Tops by Ed Martin and But Wait That39s Not All amp8230 The Big Winners of Super Bowl LVII by Jeff MinskyClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Super Bowl 2023: An Extravaganza of Legends, Levity and the Lord Above

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Raquelle Zuzarte

"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

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Super Bowl 2023: An Extravaganza of Legends, Levity and the Lord Above

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"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

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