The 3 best Super Bowl commercials of 2014

Thanks to Mr. Media Training for inspiring this post! Read his, here…

This year, advertisers spent an average of $4 million per 30-second commercial aired during the Super Bowl, the most watched television broadcast of the year. Last night, 111.5 million people tuned in to watch the game.

That’s a CPM of about $35 (per thousand people), which is actually considered rather decent as far as primetime television advertising goes.

Do the commercials work, though? That depends on the goal. One analysis shows that the names of 70% of brands advertising are recalled by people after the game.  Only 30% of the ads increased purchase intent, while 40% of the ads increased brand exposure. Companies who advertise during the Super Bowl tend to see increased investments in the weeks before and after the game. Movies do even better.

So, the jury is still out on that one. But they sure are fun to watch, aren’t they? Here are the “official Fletcher Prince picks” for the best commercials of the night.

1st Place: Duracell “Trust Your Power” featuring Seattle Seahawk Derrick Coleman | Ad Agency: Saatchi & Saatchi New York

The best commercial of the night, by a WIDE margin, was the Duracell “Trust Your Power” spot featuring Derrick Coleman.  It was a triumph of an ad about a triumph of a person, with all the attributes of a great Super Bowl commercial: relevant to the game, inspiring, moving, and novel (how many of us knew this back story?) In short, it caught my attention, and its association of the brand with the deaf player’s courage and determination made me respect Duracell as a brand. I can honestly say I will be more likely to buy Duracell batteries as a result of this ad.

You know when a commercial can make a real statement, maybe even one that might change someone’s life, and still reinforce the brand, that is a dang good commercial. Awesome. Congratulations, Duracell and Saatchi and Saatchi New York, and congratulations, Derrick Coleman, on your Super Bowl win!

P.S. Here’s another cool thing Derrick Coleman did: distributing free hearing aids to New Yorkers before the Super Bowl…

2nd Place: Doritos “Time Traveler” | Ad Agency: None

Surprise! Raj Suri was one of two finalists who got to have their Doritos ad air during the Superbowl. Way to go, Raj!  Smart move, Doritos!

Raj, an Intel systems analyst and Virginia Tech grad, won $1 million for the ad, which he produced with his friends for $300. The ad was inspired by his friend/director’s son, who wanted to create a time machine after he saw Back to the Future, and yep, that’s the kid in the commercial AND the kid’s dog!

Our second favorite ad of the night was a funny one that manages to tell a story and a joke — well — in 30 seconds AND reinforce the brand. Nice. I thought it was quite original and it made me laugh out loud.  Quirky humor + little kid + dog. A hard-to-beat formula with a crunchy twist at the end.  The last line makes me watch it again and again.

And I thought all this when I ASSUMED it was produced by some hot-shot ad agency. It blows me away now that I know the whole story! Congratulations, Frito-Lay and Raj!

3rd Place: Cheerios “Gracie” | Ad Agency: Saatchi & Saatchi New York

Saatchi & Saatchi scores another touchdown on the Fletcher Prince score card with a commercial that, like Cheerios, is just the right amount of sweet.  You might remember “Gracie” as the adorable tyke that poured Cheerios on her dad to make his heart healthy.  Here, she deftly negotiates for a puppy. The direction, timing, and acting in this spot was just perfect. It had the “awww” cute-kid factor without sinking into saccharine territory.  Looking forward to seeing more like Gracie!

Kudos to General Mills for embracing diversity with this portrayal of an interracial family, despite some of the hateful comments they received when airing the first “Gracie” commercial in 2013. We applaud a major brand for their creativity, integrity, and vision. Congratulations, General Mills and Saatchi & Saatchi New York!

What were your favorite commercials of the night? Tell us in the comments!

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About Mary Fletcher Jones

Mary Fletcher Jones is a public relations and marketing consultant, and owns Fletcher Prince (www.FletcherPrince.com). Follow Mary on Twitter @FletcherPrince.

Posted on February 3, 2014, in Advertising Tips and tagged , , . Bookmark the permalink. Leave a comment.

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