I confess that I was frustrated. It lacked some of the innovation and pioneering that I used to see in previous editions.
But it is understandable. We must understand our moment. After so much advertising, mainly because of the popularization of social networks and access to consumer digital data, now it is time to sediment the knowledge. Review all experiments performed and follow only with what presented results.
Also, we must consider that the American economic crisis has hurt some advertisers and to complete, it seems that the world is going through a wave of conservatism and intolerance that ends up affecting the relationship of the Marks with their consumers.
With that, the commercial interval of the 51st edition of the Super Bowl 2017 Commercials Advertisement did not seem exceptional. However, a general analysis of the businesses still allows me to make some important notes that help to understand not only the current scenario but also where the advertising goes.
1. The power of storytelling
This one of those trends that replicate itself every year, and we can probably say now that it is a concrete and indisputable fact: in a commercial the star is no longer the product or the brand, but the story that it has to tell. Often with a script worthy of a short film or a reality TV show. In this edition of the Super Bowl 2017 Commercials Advertisement, those who follow this path were brands like Budweiser, Tide, and Ford.
2. Humor and Personalities
This is not a testimonial. The celebrity is present not to expose their experience, but to attract the public’s attention to make them laugh and unwind because after all, TV is entertainment. Squarespace.com
3. Social Engagement
There is research that proves that consumers are more loyal to brands that are socially engaged. Today a brand needs to have the voice in the networks and consequently, can not be exempt and quiet. It is necessary to make clear its position on the facts of the world. The consumer demands this. Airbnb
Hyundai (published on YouTube during the game)
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