Big ads, are they still relevant?
big ads…
Are they still relevant?
Since the invention of social media, nobody can deny the ad game has changed dramatically. And with so many marketers jumping ship from traditional channels (when was the last time you booked a TV, radio, billboard, newspaper or magazine campaign…?) it raises a big question…
What role do ‘big’ ads have in the digital era?
exhibit a: Super bowl
There’s no ‘bigger’ ad than a Super Bowl ad… Every year brands clamber over each other to produce the next viral hit. Yesterday’s Super Bowl was no different…
Snickers, Google, Cheetos, Hyundai, some lawyer in his hat we’d never heard of… you name them, they were there.
And of course, there were the good, the fine, the creepy, and the just plain awful. But no matter the production values, the stats from yesterday’s broadcast indicate that over 102 Million sets of eyeballs tuned in to watch. Obviously that came at a cost (an eye-watering US $5 Million price tag for 30 seconds if you must know). To justify that kind of cost, there must be an upside, right?
Right. Being at Super Bowl makes a big statement about your brand, and that has a flow on effect as consumers navigate the myriad of digital devices that vie for our attention daily.
It’s no different on a smaller scale. Buying a static billboard makes a statement. It says “we’re here, we’ve made it, come get us, you need us” all at once.
which brings us to our point
With the right message, ‘big’ ads still present a massive opportunity for any brand to make a statement. And if you believe the research it shows that the effectiveness of your average cost-per-click campaign is heightened when complemented by traditional advertising. Last but not least, with the disruption of social media the cost of traditional media has come down dramatically, to the point now where traditional media can be more cost effective, even in our cities.
At Creature, we’re big fans of ‘big’ ads, and equally, big fans of marketing managers and organisations who are emerging from their digital-dalliance and again looking at traditional mediums with fresh eyes.
But enough talking… here’s a selection of our favourite Super Bowl ads from 2020. Enjoy!
I thought this one was great, the brand is front and centre at almost all times. It’s clever, simple, relatable and it’s got a nice pop culture reference plus it made me laugh!
Very funny concept and I actually enjoyed the ad from an entertainment point of view! Great to see a serious business take a risk with a fun humorous approach that created a memorable ad.
For me, this has to take the award for the worst ad. Everything about it feels forced and really cringe! I definitely don’t see how this will connect with the right audience in the right manner.
The production on this ad definitely doesn’t scream high budget and it just goes to show, you don’t need to spend crazy amounts of money to make an ad that works. The ad shows the benefits of Google in a really human way, something that we’re not used to seeing tech companies as super emotional so I think they did a great job on this.
