If you follow R2R on social media, you saw that we posted our favorite Super Bowl ads of all time last week. They ranged from 1979 to 2020 and from hilarious to sweet, but they all had something in common. Do you know it was?
For those of you who may have missed our picks, here they are:
Debbie Lawrence and Tom Noffsinger: “Hey Kid, Catch”
Allison Terres: “Bud” “Weis” “Er”
Kelly Wheeler: “Where’s the Beef?”
Janelle Clarke: “Football Shaped Salami”
Taylor Noffsinger: “Best Buds”
Have you guessed it yet? The one thing all these ads have in common is an emotional tug. Whether it’s humor, sadness or joy, they play on our emotions, not logic. After all, if we followed logic, we’d all be drinking water and eating salads.
So what’s a company to do when they’re selling something like a brand of beer you can find at a gas station? Should they tell you all the logical benefits of beer and why their brand is better than all the others? That sounds expensive and boring for a Super Bowl commercial. And would it change your mind the next time you shop? Probably not. You know what might? Puppies.
The next time you like an ad, ask yourself…Is it because I now know the brand better, or is it because I feel like the brand knows me?