HOW TO BE FAMOUS: 2023 SUPERBOWL EDITION
The Super Bowl may be the biggest showcase for ads in the world, but it's generally not the best showcase. To create something that will stick around, you have to create something that will be talked about—by the press, by influencers, by your neighbor next door. If we take a look at the ads this year using our How to be Famous lens, each of these “winning” ads represents at least one of these six principles.
Be surprising: “The High Stakes Beer Ad “
A battle between Coors Light and Miller Lite sparks in a bar about “whose commercial it is.” As the two iconic beers duke it out, they spew taglines at each other. And just as we start to lose interest, it’s revealed that “it’s a Blue Moon commercial.” For just a couple of seconds, an iconic image of the glass beer bottle with an orange garnish appears. That element of surprise is what made this ad memorable. And if you’re wondering why would Blue Moon would advertise two competing brands, all three are owned by one company. Molson Coors parent company just successfully promoted three brands in 30 seconds.
Be funny: “Drive-Thru”
If there's one thing the Super Bowl does right, it's funny. There was a fair share of contenders this year, and Ben Affleck working the Dunkin’ drive-thru in Massachusetts was one of the winners. As a true lover of the brand and from the Boston area, Affleck was the perfect match. The ad captures Affleck’s witty personality and honest (and hilarious) reactions from customers. Afterwards, Dunkin’ releases outtakes, which might just be funnier than the original commercial.
Innovate: Tubi Interface Interruption
There's so much money riding on a Super Bowl spot, and so many people watching, that all too often, brands and agencies try to play it safe. That night Tubi TV took a risk (and possibly almost ended relationships). The commercial had viewers thinking that they had accidentally switched off their live streams. After the trick was revealed, people quickly took to social media.
Be Quiet: “Hold”
Here is a nice break from the usual loud and busy beer commercial. An all-too-familiar jingle plays as Miles Teller moonwalks across the living room. It’s a relatable and simply, a sweet moment of a couple enjoying each other’s company.
Be Crafty and Be True: “Forever”
Almost everything you see in the Super Bowl is well crafted, if by well crafted you mean expensively made. The other kind of well-crafted, something that's made with exquisite attention to nuance, sound, and image, is rarer. In the ad, we witness a girl and her dog as they journey through life together. Filming these “over time” sequences isn’t easy. Casting needs to spot on and in this case, you have 30 seconds to tell a story that takes place over 10+ years.
As for being true, besides the Farmer’s Dog ad spot, “Forever,” there wasn't a lot of talk about purpose or truth. Maybe we're just more cynical now, but this Super Bowl mostly left the heartwarming stuff behind. Perhaps a great opportunity for brands to consider next year.