What Makes A Great Super Bowl Ad?

WHAT MAKES A GREAT SUPER BOWL AD?

So what was the greatest Super Bowl ad ever? That’s difficult to say, according to Rucker. He cites Apple’s “1984” Super Bowl ad as a breakthrough, since it raised production values, personified Apple’s brand, sparked discussions, and eventually became part of cultural lore.

While inventive creative can grab short-lived headlines, Calkins cautions brands to stick with the basics. And these basics are represented by a six-point ADPLAN framework (Attention, Distinction, Positioning, Linkage, Amplification, and Net Equity), which Kellogg students use to evaluate spots in their Super Bowl Advertising Review. “If an ad is going to succeed in the Super Bowl, it really has to deliver against all six elements.”

Specifically, Rucker cites distinction. He looks for “a creative strategy that hasn’t been seen in a long time or hasn’t been seen before” and “fundamentally changes what consumers expect.” Rucker considers Apple’s “1984” spot to epitomize distinction, with its thematic tie to George Orwell’s novel at a time when pundits were contrasting society against a totalitarian state. “No one had thought of that. It broke through. [It was] so different than what others were doing.”

Along with distinction, Rucker emphasizes that an ad must have a strategy behind it. Again, “1984” is a perfect example, with a woman (dressed in Apple red) acing down an aisle to challenge big brother and awaken the masses. “Talk about a branding statement!”

In addition, Rucker looks for spots that create a strong emotional connection, such as Ram Trucks’ “Farmer” spot, with Paul Harvey’s fatherly voiceover amplifying the rugged integrity of Ram’s rural customer base. While the best spots are enjoyable and memorable, Calkins adds that they must be well-braded, where viewers quickly understand who’s advertising and why they should buy.

A WORD OF WARNING

But advertising at a Super Bowl isn’t for every brand. Calkins believes brands must ask if they’re ready for the exposure and growth that a spot might bring. Rucker also cautions that it’s very difficult for brands to produce at the high quality level established by other Super Bowl advertisers.

“The creative process is not an easy one. To have this level of scrutiny on you, to deliver constantly throughout the year – there’s only few brands that have been able to do that.”