In the broadest of contexts, the slate of Super Bowl XLVII ads was an impressive collection of strategic, fun, and in several cases, memorable marketing communication. I felt even stronger about the efforts after taking a second look at each ad that appeared during the game. By and large, the advertising seemed a bit smarter overall; fewer sophomoric spots, fewer animal gags, and more ties to an actual brand position. That’s progress in my book even if I wasn’t constantly bowled over during the game itself.
As we’ve done the past three years, we like to analyze the spots that do a particularly great job of connecting a brand its audience, whether that audience is extremely broad or more targeted. And, for fun, we like to call out a few that we think just missed the mark. (more…)