Which companies hit the mark with their ads, and which ones missed the boat? Join us as we take a closer look at four standout commercials from Superbowl LVIII and discuss what made them successful (or not).
Best in Show
Every year, we see several Superbowl ads that poke and prod at our heartstrings. This year was no exception when it came to Google's latest ad for the Google Pixel, "Javier in Frame." This advertisement tells the heartwarming story of Javier, a man grappling with vision loss who uses the new Guided Frame feature of the Google Pixel to capture important moments in his life. This new feature helps visually impaired individuals take great photos by providing audio descriptions of the viewfinder's content through the assistance of AI.
Throughout the ad, Javier takes selfies with his dog and significant other, and films exciting moments in his life like the birth of his child, all with heavily blurred vision. This particular ad does a stellar job of simultaneously showcasing the impressive technology of the Google Pixel while also highlighting the importance of accessibility in technology. The ad closes with a simple message: "Capture life, no matter how you experience it," which reinforces the idea that everyone should be able to document and share their experiences, regardless of any limitations they may have.
The ad serves as a powerful reminder of the impact that inclusive design can have on people's lives and it highlights how to effectively showcase product features via emotional storytelling that will pull at the heartstrings of the audience.
Best Use of a Celebrity
Many Superbowl ads often rely on stacked casts of A-list celebrities to draw in specific segments and niche audiences. Unfortunately, few ads with celebrity cameos leave a lasting impression, but Verizon's collaboration with Beyonce (and Tony Hale) in "Can't B Broken" made quite a splash in the best way. Throughout this fever-dream montage, Beyonce tries to "break" Verizon's 5G network again and again. We see the megastar embracing many pop-culture references in an attempt to break the internet and bring the phone carrier down. After several unsuccessful attempts, Beyonce closes the ad with a simple remark: "OK. They ready. Drop the new music."
This ad genuinely packs a punch by serving multiple purposes as a great endorsement for Verizon’s network capabilities as well as giving Beyonce a fully funded platform to announce her new music. It’s a witty, charming, and notable way to reinforce key brand messaging about Verizon as a company, and the added impact of Beyonce’s new musical releases will only further interest in Verizon. From the perspective of a digital ad agency in Denver, the “Can’t B Broken” ad represented the appropriate combination of humor, creativity, and celebrity endorsement that made it stand out among the sea of Superbowl commercials.
A Controversial Take that Missed the Mark
We all know how unfortunate it is when a brand makes their debut Superbowl ad only to have it fall flat on its face. This is the sad reality for Snapchat's "Less Social Media. More Snapchat" ad. This ad aimed to position the social media platform as a space for making genuine connections, in an attempt to distinguish it from competing platforms like Instagram, which is known for influencer content and, unfortunately, cyberbullying.
The ad features images from social media users in their attempts to get more likes and followers, escalating into screenshots of troll comments and videos of people attempting dangerous activities all for attention or "views." The ad then shifts, showing the fun and eye-catching features that are offered on Snapchat where people can enjoy a much more lighthearted and pleasant experience.
The ad received mixed reviews from viewers and critics alike. Some praised Snapchat for promoting authenticity and real connections in a world dominated by curated images and fake personas. Others criticized the ad for being too vague and failing to effectively communicate Snapchat's unique selling points. At our ad agency in Denver, we would argue that Snapchat's messaging, while well-intentioned, comes across as slightly hypocritical considering that the app has plenty of influencers and can still be a haven for cyberbullying (especially considering the whole basis of the app is for messages and images to disappear after 24 hours). For us, this one missed the mark.
The Dull, Bad, and Ugly
Hands down, the worst ads of Superbowl LVIII go to Temu. If you're unfamiliar with Temu, the company is a China-based e-commerce discount retail website that sells everything under the sun for very low prices. The ads feature a catchy jingle singing "shop like a billionaire" accompanied by cheery (but unimpressive) animations of shoppers scoring great deals on miscellaneous items. These repetitive ads offered nothing to really gawk at, and the real issue surrounding these ads stems from Temu's history of breaching user privacy and poor product quality. In a way, these ads were trying to paint a pretty picture of the company and encourage more users to shop on the app, but cheesy animations may not be enough to gloss over their history.
Members of the U.S. Congress have raised concerns in the past about Temu's data practices and connections with forced labor in China, advising American consumers against using the app. The controversy surrounding the company highlights the importance of considering ethical and social implications when promoting products on a global stage, like the Superbowl.
Avoid Advertising Faux Pas with Our Digital Ad Agency in Denver
Super Bowl LVIII showcased many very creative and memorable ads from top brands, but it also highlighted the importance of having a strategic and well-thought-out advertising campaign. At Real FiG Advertising + Marketing, we deeply understand the significance of leveraging the power of effective advertising to drive business growth and success. Working with our experienced team means you’ll gain access to a dedicated group of professionals who are committed to helping your business succeed. With our strategic approach and creative flair, we can help your business stand out from the competition and achieve your advertising goals.
Contact us today to learn more about how we can elevate your advertising game and take your business to new heights.