Here’s T-Mobile and Taco Bell’s take on customer delight and brand collaboration. It’s funny because it’s relatable, but it’s also immediate reward to their customers.
Really, @Steak-umm may have said it best:
all these commercials with brand collabs are a sign of what people on twitter already knew was coming. the more integrated technology and culture becomes, the more brands will engage with each other and share their advertising. these strange times will continue getting stranger
Whether it was interesting to brands to share the spot because audiences react well to it or because the burden of a large commercial spend (that’s mostly un-trackable) would be divided amongst two budgets, one thing is for sure; a lot of brands caught on this year, and I imagine that the Super Bowl commercials won’t be the only time this year we see major collaborations.
If you’re sitting here reading this as a much smaller brand than T-Mobile (that’s most of us), there’s still a valuable lesson you can take away. Collaborations, co-marketing, and co-branding all can be useful when you’re targeting the same demographics and audience.
You’re able to capitalize on each other’s audiences to either add more value or expand to new individuals, increasing your trust and reputation by association with the other company.
In addition to brand collabs, there were quite a few commercials that were all about inclusion.
Certainly, this should come at no surprise with all of the movements and support that 2018 brought.
This is a good move for brands that support these messages, or traditionally haven’t supported these messages. Brand activism for large and small organizations has become increasingly popular based on what people want.
And, what they want is for the brands that they interact with to care about what they care about.
Overall, these commercials had a refreshing, inspiring, and more serious tone that felt good, knowing millions of Americans were watching.
New Product Launches
New ‘product launches’ were a focus of quite a few commercials, including M&M candy bars, Hershey & Reese’s candy bar, Hulu’s Handmaid’s Tale, and the “Let’s Texas” campaign.
The final theme I saw carried across with the Super Bowl commercials is their immediate launch on Facebook after broadcast which isn’t surprising but smart knowing that people would most likely share or chat with their friends during the game (and it was great to have them right there.)
They stood out because they made me laugh, kept me interested, and overall they had unique approaches to the Super Bowl commercial format.
Of course, I always like to give props for making it look like they didn’t try too hard.
Super Bowl 53 Flops
Overall, the ones I found disappointing were Persil (spend a Super Bowl budget with a ‘regular commercial’?), Budweiser which was just sort of “eh,” and finally Sprint which tried too hard to be funny like puppymonkeybaby.
Overall, even though it wasn’t an eventful year for commercials or the game, there are still a few valuable takeaways that marketers and think about for the coming year for their own brands.
Pay close attention to these themes! I wouldn’t be surprised if we saw them emerge more and more in video marketing this year.
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