Super Bowl Commercials Miss the Mark on Effectiveness! Is Your Marketing Missing the Mark?

Author : , Date : February 2, 2015

Super-Bowl-Commercials-Miss-the-Mark-on-Effectiveness---Is-Your-Marketing-Missing-the-Mark

 

If ever an evening of TV commercials prove that marketers are struggling and disconnected from their audience last night proved it to me. At $4.t million dollars per 30 second commercial it was a complete waste of most company’s money.

In an age where people avoid disruptive advertising, the Super Bowl as one of the only times to actually watch commercials.

In the past Super Bowl were iconic, hilarious and memorable. Last night I can only remember three commercials and they hit mark for me.

Two were by Doritos, the Fiat / little blue pill and one was a Ted 2 movie trailer featuring Tom Brady.

 

Check out the 2015 Super Bowl commercials:

 

 

 

 

The rest were boring, flat and just uninspiring.

In fact, we commented by halftime all we had really seen were car or truck commercials or movie trailers.

You have to know your audience and the marketers blew it big time! There are watch parties that exist for only one reason, watch the commercials.

The Super Bowl audience wants funny, light-hearted and rememberable commercials. The purpose of a Super Bowl ad is to be memorable and frankly there are fewer and fewer memorable ads every year.

Who remembers the polar bears with the Coca-Cola commercials?

Or the little boy dressed as Darth Vader stopping the car?

 

Iconic, right?

 

Why Did So Many Super Bowl Commercials Miss the Mark and Are You?

 

If you’re going to run one $4.5 million dollar advertisement you better make it count!

Now, Mr. or Ms. Small Business Owner, are you missing the mark?

Is your website missing the opportunity to relate to your audience? Do you realize you only have 1 – 2 seconds to make your point interesting relevant, compelling or interesting? That’s not a lot a time.

How are you going to keep from wasting hundreds or thousands of dollars and your time on your website and social media?

products---foundations-of-internet-marketing-success-largeIf you want to learn how you can make an interesting and compelling story, I encourage you to visit my Foundations of Internet Marketing page and discover today how you can move from the wasted opportunity category to being successful in online marketing.

Don’t waste another day or dollar! I will even give you a free consultation call up to 1 hour! Click here and get your free consultation today. I guarantee you that I won’t waste your time, you will get one idea that can change your business today, and there is never an obligation or commitment to buy anything.

I look forward to hearing from you!

 

Do you have a thought, idea or comment? I would love to hear from you. Please leave a comment below and let’s talk!

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Don Purdum

Don Purdum

Don works with businesses to help them discover who their customers are and what business they are "really" in. He is an award-winning blogger and branding / marketing consultant.
Don Purdum
  • Hi Don,

    Well said. That was a great topic to get to your point.

    What surprises me though, is that it’s those guys job to come up with the best and smartest ideas when it come to put a commercial together. Why are they so remote from what their public wants?

    I didn’t watch the football match, so did see any of those commercials, but I’ve heard someone this morning saying that they weren’t great for sure.

    I do remember the commercials you mentioned though. The Budweiser commercials are my favorite. Love the one with that puppy.

    Have a great day!

  • Hi Sylviane,

    I think they are so remote because they are stuck on $$$$$, not people. I really do believe that they are stuck in the old mass marketing mindset. I mean, this one isn’t hard for a Super Bowl what people want to see for this event.

    You can see the one’s I liked best above by just clicking on the image for the four I liked. It will open them in YouTube. Just hilarious!!!!

    Have a great day and work week Sylviane. I appreciate you!!!

    ~ Don

  • Hey Don,

    I am still all pumped up from the game last night! I watched the commercials closely (that old marketing mindset of mine lol) The one thing people love is watching the Superbowl commercials. I did love the Budweiser one with the puppy and of course, that flying pig.

    They were entertaining and memorable. And that’s the lesson we need as marketers, Although I’m not going to fly in the air, but we must write in an entertaining way and one that people will remember.

    I was thinking of that during the game. How can I be more entertaining and memorable with my own business? I want to be as memorable as the polar bears in the Coke Commercials….timeless!

    Thanks for this post and Go Patriots!

    -Donna

  • Hi Don,

    Usually, I only watch the Super Bowl for the commercials. Of course last night, our beloved Patriots were on. So, (even though I really don’t understand football), I watched the game last night.

    For the most part, the commercials were a total fail. I was going between watching the game and catching up on social media and I kept missing the commercials. That’s how bad they were. Although, I did enjoy the Budweiser puppy commercial and a few other ones.

    What amazed me is that there were three of us watching them and several times, I’d ask what were they advertising? It was amazing how many commercials aired that not one of us knew what was being advertised. Crazy!

  • Hey Don,

    Well this will probably come as a shock to you but I didn’t watch the Super Bowl. Yep, the commercials are usually what everyone talks about, that and halftime but that’s still not enough to entice me into wasting my day. You can tell how big a sports fan I am right! Now had that been the Texans playing we might be having a different conversation.

    But out of the four you mentioned you liked I only like the Doritos on the plane and the Fiat commercial which I’ve seen before. I LOVE the Budweiser commercials, have always enjoyed every single one of them. They just know how to do it right but I’m also not a beer drinker so I’ll never buy their products.

    You’re right though, most of the commercials on today totally miss the mark and I sit wondering what in the world were they thinking. I’m sure most of our marketing does that same thing. If anyone can help them though, you definitely can.

    ~Adrienne

  • Hi Donna,

    I couldn’t believe that finish. I felt like for a moment, “Not again!!!!” after that freak catch. Why the Patriots? LOL…

    Then the bad call by the Seattle coaches and the great interception. Isn’t that the stuff life is made of? Winning and losing many times is found in the details and can barely be measured but the result is out there for everyone to see.

    I was thinking the same way. How can I infuse a little humor or some ideas that will really resonate and help me stand out from the crowd and give people a more compelling reason to buy me.

    Glad I wasn’t alone!

    Thank you Donna. Go Patriot Nation!!!!

    Have a great week.

    ~ Don

  • Hi Sherryl,

    I’m so glad you watched anyway!!! Beloved and then some, lol… I’ve been a fan for nearly 20+ years so it’s been fun the last 14 or so years.

    I agree, total fail. It was like a complete disconnect. It seemed like there was just once car commercial or movie trailer after another. That’s why the four stood out to me and I can remember it.

    I think there is a real lesson there, don’t you?

    If everyone around you is mediocre and you can stand out, you will be remembered!

    In the second half of the game several of us said the same thing. “What did that have to do with anything?”

    You’re right. Crazy and a complete waste of millions of dollars.

    I hope you have a great week Sherryl. Thank you again for the opportunity to contribute on your blog today!

    ~ Don

  • Hi Adrian,

    Yep, you have a streak of rebellious Texan running through your veins, lol… Just kidding.

    The Doritos on the plane was the first one I actually noticed and we were on the floor ROLLING! It was classic. I hadn’t seen the Fiat one before, but it was pretty funny.

    Our marketing is even worse in many ways Adrienne. The overwhelming majority of business owners and bloggers have great content but they don’t have any idea who they are writing to or what they are writing for and they end up missing the point and the audience.

    Unfortunately, if you don’t know what you’re missing you most won’t take the time or effort to change anything because they don’t know or they refuse to value the hard work that will forever change their businesses.

    I hope you have an awesome week Adrienne. Thank you so much for mentioning me on your site today!!!

    ~ Don

  • Just got back to have a look at those commercials. there are great. They made me smile and laugh! The Doritos and Fiat ones are top!

  • Hi Don
    Super Bowl commercial; vow here is the one which I remember of a print ad like that. A person with a pistol in his hand directing at his own head as if committing suicide and the punch line just below it says: OR VOLKSWAGEN.

    Idea is brilliant and only an online marketer like you can conceive it. Instead of making several efforts to achieve the goal with any of them, it is better to take one well-thought and well-conceived strategic effort to must achieve your goal. This is I think the gist of your message as far as my little mind could have gotten it.

    Thanks for sharing

  • Hi Don,
    It sure would be frustrating to spend huge amount on ads that missed the mark! It doesn’t make any real sense! Super Bowl advertisers should readily learn how to make that 1-2 second count. Every business (big or small) must learn of this!

    Creating a compelling and persuasive story around an advert is sure to linger on the minds of potential clients or customers for a long time.

    The best ads from Super Bowl halftime over the years have focused more on delivering good value to customers within the shortest time!

    This interesting thought was found in kingged.com where I have shared this comment.

  • Hi Don!
    Great analogy! I may be one of the few people in America who did not watch the Super Bowl as don’t do football for all kinds of rebellious anti-organized-sports-money-that-could-be-used-for-children-food-education beliefs that I’m sure we could have a rousing discussion about sometime!

    However, I do completely agree with your summation of marketing. Whether wasting $4million dollars or wasting a few hours of blogging time or a few weeks of product creation and landing page time and money – the waste is essentially the same. If you don’t grab your audience’s attention and emotions almost instantaneously then you’ve missed your chance.

    So many marketers, even the BIG GUYS as you so aptly indicated, miss the mark. And yet the potential exists for awesome, engaging, iconic marketing and advertising. I wonder sometimes if the “work” of going deep enough into one’s messaging feels too time consuming and so marketers and advertisers decide to cut the corner, not dig so deep and hope and pray they get it right.

    Reminds me of an old saying…(I do not recollect who first said this). …

    “If you don’t have the time to do it right, when will you have the time to do it over?”

    Enjoy your day Don!

    Warmly,
    Deborah

  • Hi Sylviane,

    I loved those commercials!!!! I thought the Ted2 movie trailer was good because it identified viewers with the Super Bowl game by having Tom Brady in it. Very clever and showed they understood that audience.

    ~ Don Purdum

  • Hi Mi,

    I didn’t see that ad before. I may try to Google it later and see if I can find it?

    It was amazing how many marketers missed the mark. It’s the greatest marketing stage in the world, you spent at least $4 – 4.5 million dollars per 30 seconds; and you stunk up the joint and ran everyone off, lol…

    Someone had a major disconnect somewhere for sure!

    Thanks Mi for sharing!

    I hope you’re having a great start to your week.

    ~ Don

  • Hi Sunday,

    Unfortunately, I’m not sure they realize they missed the mark or even care. They just want their name out there. Total waste of $4 – $4.5 million dollars per 30 second tv commercial.

    The thing is, everyone is wanting to be entertained by a commercial during a Super Bowl. That never happens. Normally we’re all recording shows on a DVR and fast forwarding or we change the channel and come back to it; or walk away and come back.

    It really was mind numbing.

    Thanks for sharing Sunday!

    ~ Don Purdum

  • Hi Deborah,

    How many business owners are making the same mistake, or worse? In my experience the overwhelming majority of them. Their websites, social media, blogs, videos, podcasts, radio/tv commercials, etc; say nothing, mean nothing and help no one.

    And it’s all avoidable with a small time commitment and financial investment.

    I think many don’t want to go deep enough because it’s uncomfortable. What if you know you’re not doing it right, or your product is not very good, or you have to actually “work”…

    As a culture, we’ve all gotten so ingrained as well in mass marketing which is really easy and lazy as a marketing tool. If you have lots of money, it works fine but it’s still incomplete and it’s certainly not efficient. As we saw by the Super Bowl, how much profit just got eaten up unnecessarily?

    Great comment Deborah!!!!

    ~ Don

  • Hi Don

    Interesting commercials and some of them being so memorable funny. I guess ads should be used to speak to the customer’s heart rather than his pocket which why memorable ads speak more than words.

    Thanks for sharing

  • Hi Don,
    I’m glad I wasn’t the only one who seen that they missed the mark this year. I watch the Super Bowl for the commercial as well as a good game. The game gave us more than what we could ask for and will go down as one of the greatest Super Bowls but the commercials I can hardly remember. Thanks for reminding me how important it is for us to not miss the mark.

  • Hi Awazie,

    Excellent point Sir! I don’t think I could have said it any better myself.

    ~ Don

  • Hi Vernon,

    It was pretty bad. I would be very upset if I were the board of directors or senior execs in many of those companies for wasting precious dollars.

    It was a great game and as a 20+ year Patriots fan, I was loving every moment of it!

    As you said, we can’t afford to miss the mark and yet every day many of us are.

    Have a great finish to your week Vernon!

    ~ Don

  • Neamat

    Hi Don,

    Great Lesson!!

    To be honest I didn’t watch the Super Bowl. I watch TV with my husband only and he didn’t watch it either. Anyhow, I agree with you about missing the mark with marketing. Many commercials I watch but I don’t really understand what its relation to what they are advertising and other commercials, I don’t even understand what they are advertising, and I ask my husband “did you get it?” and I see the same wonder in his eyes. They miss the mark big time.

    BTW, I loved the Budweiser commercial with the puppy.

    Thanks Don for a great lesson and a great reminder to relate to our audience. Awesome lesson. Thanks for sharing.

    Enjoy the rest of your week!!

    Be Blessed,

    Neamat

  • Hi Neamat,

    So many commercials were so disconnected from their brand or they left me feeling like “so what?” or “what a wasted opportunity.”

    It just drives home the point, doesn’t it? We have to be really, really, really clear about who we are and why we do it!

    I’ve had a great week and I hope you are preparing to have a wonderful weekend!!!

    ~ Don

  • Hi Don,

    Well in the UK most people don’t watch the Super Bowl, so I guess the closest we’d get would be football and I don’t watch that either. In fact I’m a TV-ad-person’s nightmare because I only watch recorded TV so I always skip the ads, and I guess most people do. Which makes it more amazing that when advertiser finally have your attention, and for such a VAST fee, they get it wrong!

    On a smaller scale, I was looking at an online platform for small businesses and I was just amazed at how little thought these advertisers had put into their adverts. I know this site offers geo-targeted ads, so here in the UK why am I seeing so many ads in German, or for a bakery in California? Why did one advert just present me with with a sign up form with no indication (other than an unheard of company name) as to what I was signing up for? Miniscule better, but still no chance, why did someone baldly invite me to send them £197 for an “XYZ” because it was “superior to” their competitor’s.

    Ah well, it all leaves the way open for those of us even one step above that 🙂

    Have a great weekend. Joy

  • Hey Don
    I didn’t get to see any of the Super Bowl commercials as of yet, but I know they can sometimes be disappointing. Too many people have the idea that simply getting ‘out there’ is enough to start bringing in that sweet cash, but it is so much more than that. Like you said, you really have to do something to stand out in those few seconds when someone will be forming an opinion about whether they want to stick around and learn more.

    I think getting personalized attention in the form of consulting, coaching or whatever, is a great investment..as a coach I guess I am a bit biased on that one. I am sure you are great at what you do!

  • Barbara Charles

    Hi Don,

    You are soooo right on if our marketing is missing the mark! I didn’t watch the Superbowl (probably the only person in the world) 🙂 but the news all day talked about them commercials and showed clips of them. I personally thought they were uninspiring and I’m not a Superbowl or football fan. But what I do know is that the commercials are always the big deal at the Superbowl and I usually enjoy them after. It was great the comparison you mentioned and it goes to show that they missed the mark this year.

    Roll forward to the comparison with how effective is our marketing! That is an awesome comparison and causes us to think personally on if we are hitting the mark in our own business and marketing. Very effective and enlightening to think of it that way.

    Great post because it certainly made me think and start some evaluating.
    Great job.
    Barbara

  • Leslie L Denning

    Hi, Don. I don’t ever watch the Super Bowl. Sports isn’t my thing, and professional sports is even worse in my brain. But I have seen many of the Super Bowl commercials after the game. I especially love the Budweiser ones.

    I think that commercials have really gone down the tubes lately – pun intended. There is so much sexual innuendo, junior high jokes, and mean-spiritedness that passes for humor. I just pretty much tune them out. Geico is about the only company with entertaining commercials – and not all of them are great, either. I think that Hollywood and Madison Avenue are totally out of touch with what anyone over the age of 14 thinks.

    It is so important to connect with your audience. If you don’t do that, people will remember you for about 5 seconds. Thanks for your post.

    All the best,

    Leslie