What Makes Super Commercials

Paul discusses the top three most memorable Super Bowl commercials, what makes them stand out and what you should consider when making a commercial.

The Super Bowl has evolved to more than a sports game on TV. It has evolved into one of the bigget events on television. Many come for the football, but just as many, possibly more, come just to watch the commercials.

💡 What you’ll learn:

• What makes a commercial memorable.
• How familiarity can help drive your message.
• Emotional connections make the message memorable.

Sutherland Weston Marketing Communications, Maine's Premier Marketing and Public Relations Company, presents The Briefcase—quick, insightful conversations delivering actionable tips for business and marketing success.

Got questions for our team? Connect with us at SutherlandWeston.com!

Episode Transcript

(00:00):
Well, you don't need star powerand everything, although having
that familiarity helps, butyou need to hit on an emotion.
This is The Briefcase from SutherlandWeston Marketing Communications.
Quick conversations from everydayobservations delivering practical
marketing ideas you can carry with you.

(00:23):
I'm Paul Chadwick.
I'm the audio visual specialistwith Sutherland Weston.
And you also are a hugefootball fan, I understand.
I am.
San Francisco 49ers.
That's right, red and gold.
And you probably watchthe Super Bowl every year?
Yes.
I wanted to know from you thetop three commercials that you
saw during a past Super Bowland you still remember it today.

(00:45):
What's number three?
The ones that stand out in mymind are the ones that are funny.
Is your number three a comedy?
Yes, it's comedy and it's cute.
It would be the Volkswagencommercial back in 2011.
This very short Darth Vader.
Oh.
Wandering around the housetrying to use the force.

(01:06):
On the dog, on other variousobjects around the house.
When dad finally gets home, heruns outside to meet father who
just pulled up in a Volkswagen.
And, uh, the dad goes inside.
The boy tries to use the force on the car.
Not once.
Twice.
It starts and startles him after allday of not being able to use the force.

(01:30):
He finally gets his victory.
What's number two on your list ofthe most memorable, for whatever
reason, Super Bowl commercials, Paul?
Alexa loses her voice.
In Austin, it's 60degrees with it's Alexa?
Amazon's Alexa lost her voice.
One of the first questionsthat came on was, How do you
make a grilled cheese sandwich?
You're 32 years of age!

(01:51):
And you don't know how to makea grilled cheese sandwich?
It's name is the recipe, youGordon Ramsay comes in, and he
berates the gentleman asking.
Alexa call Brandon?
Another was a guy that played HannibalLecter in Silence of the Lambs.
Yes.
I'm afraid Brandon is a little tied up.
One young lady triedto call her boyfriend.

(02:12):
He's like, oh, he's notavailable right now.
But how can I help you whenhe was feeding peacocks?
The difference between the twocommercials you've outlined so far.
In the first one, you need a mom, adad, a kid, and a costume, and a car.
In the second one, you might have had topay out a lot of money in order to get
these celebrities to lend their likenessand their voices to the commercial.

(02:32):
Not only that, but that onewas more than 30 seconds.
What is your number one mostmemorable Super Bowl commercial,
for whatever reason, Paul?
It's gotta be the Snickers commercial.
The first one with Betty White.
Betty White.
Is she playing like scrimmagefootball in the backyard?
They are.
They're playing backyard football.
She gets tackled into the mud puddle.
Mike!

(02:52):
What is your deal, man?
Oh, come on, man.
You've been riding me all day.
Mike, you're playing likeBetty White out there.
That's not what your girlfriend says.
She's just joshing with the guys andthey're like, Just not feeling it until
her, his girlfriend gives him a Snickers.
That was celebrity and comedy.
Probably not as priceyas the Alexa commercial.
Yes.
And it also ended with Abe Vigoda.

(03:14):
So asking you now, not as a coachof a football team, but a coach of
crafting the commercials that will runduring the Superbowl, what makes for a
memorable Superbowl commercial, Paul?
Well, you don't need starpower and everything, although
having that familiarity helps.
But you need to hit on an emotion.
And the easiest one duringthat time would be the comedy.

(03:36):
You have been listening toThe Briefcase from Sutherland
Weston Marketing Communications.
Got a question for theSutherland Weston team?
Email us at SutherlandWeston.
com.