Super Bowl ads this year were all about being relevant and putting the brands stories in context. The best stories told were about equality, and reflecting the times we are in.
Here are my favorite stories from SB51:
“Together is beautiful” Coca Cola
“Get a safe ride home, that´s the best play” Tostitos
“We may have our differences, but recognise that there is more that unites us” NFL
“The will to succeed is always welcome here” 84lumber.com
“Progress is for everyone” Audi USA
An old iconic brand like Tiffany show they are not afraid of change and diversity by connecting Lady Gaga to their story
To disrupt a business or industry is to do things differently; serve a market that previously couldn’t be served, or cater your product or service to fit another distribution model.
But in order to disrupt you first of all need to think differently, look at things differently, see your product or service from a different angle (maybe someone outside your industry should help you see it from a different point of view), and get comfortable with the idea that you will never “be done” or even reach your vision. Every challenge, project, brief, situation, product development and communication needs to come from “scratch” ; the scratch being a blank canvas for your thoughts about the task at hand.
In a workshop ten years ago we would call this “thinking outside the box”, but there is no box (!)
Tech, social media, product innovation and marketing communication are now so closely linked together, or in my opinion at least should be, that we need to look at the way we communicate a product or service just as different as the product innovation itself. And if you are exceptionally good at what you do you have a team that work closely together on all of the above.
I get extremely geeky excited every time I see communication that strives to be different. With the first obvious reward being attention, you of course need more than attention to get to the long term effect but without the attention there is no scale of your message and hard work.
With Cannes Lions coming up a lot of great work surfaces from around the globe. So here are a few examples of daring to be different.
Thanks to Adweek and Cleverism.com for inspiration.
Super bowl is coming up, and what I am excited to see of course are the new commercials! So while we wait, here are a few of my favorite commercials. Enjoy!
Research studies have shown that adding emotions to a brands marketing communication can mean a higher level of economic success. Emotional content will likely have a higher success rate than rational or rational and emotional combined.
These are just a few of the commercials I really like, which has emotional content, and they play on different emotions in order to get the message about their brand and product across without actually showing you the product (in most cases).