For the umpteenth (technical term) year in a row, I asked the students in my BRC328: Media Copywriting class to watch the Super Bowl ads and tweet about them. It’s a great foundational exercise this early in the class. And while I felt I had to apologize to my students for how awful the game itself was, and how many ads proved lackluster, some gems and at least three trends emerged.
The best ad — to me and, seemingly the class — was the excellent Microsoft commercial on inclusive technology for gaming. Take some adorable kids, adaptive technology designed and distributed by Microsoft and more than a little emotion and you had a winner. As some students noted, it really does show that gaming is for everybody (and that, once upon a time, gaming was seen as more of a niche market than it really is). Google scored well with their ad supporting job searches for veterans, a deservedly feel-good, solutions-seeking concept. These were prime examples of moving beyond the generic “let’s all get along” sentiment to showing how creativity and technology really make inclusion achievable.
Takeaway: I think the Microsoft ad especially is going to show that good deeds can indeed equate with good business, and will likely (hopefully?) spawn similar campaigns. Ones that show how their product has a concrete impact on inclusiveness should continue to win.
Budweiser and “Game of Thrones” was the most notable (and gruesome) ad that employed crossover of brands, with quite a twist. (Is this canon, meaning the Bud Knight is no more?) We saw T-Mobile and Taco Bell plus T-Mobile and Lyft merging brands in simpler, funny ways. You also had loads of pop-culture references and cameos from the likes of Pepsi and Stella Artois with varying levels of success, with Walmart putting a lot of money into licensing everybody from KITT from “Knight Rider” to the Scooby Doo gang. And can we expect a Chance the Rapper/Backstreet Boys tour this summer?
Takeaway: It makes sense for brands to work together where the big audiences are. And while no bigger audience exists than the Super Bowl, expect more creative partnerships to come.
It was not a good year to be a robot. A creepy baby found out it can’t work as an advisor for TurboTax in what was probably the worst ad on Sunday night (there were a million better ways to get to that point). A smart speaker realized it will never get to enjoy Pringles. A robot learned it can never drink the semi-beer that is Michelob Ultra. And we learned that Alexa is a bad match for a number of situations, albeit played pretty well for laughs. Is this a reflection of how we, as a society, are becoming wary of electronic assistants (who may or may not be eavesdropping on us) and actively resisting transhumanism out of a fear that, expressed in the debut SimpliSafe ad, robots are going to take over the world from us?
Takeaway: Technological backlash is real. Co-worker Jim Kearns astutely shared the New Yorker article “The 2019 Super Bowl ads are a case study in technological dread.” Expect the black mirror reflecting our tech anxieties to show its face more and more.
While the ads weren’t as bad as the game itself or the halftime show, only a few were even worth remembering. Maybe with that $5 million placement fee, companies could have also budgeted hiring some good writers. Unless, of course, the technological dystopia is here and they had already hired robot copywriters.