The most important problem dealing with Tremendous Bowl 2021 advertisers: sound
It's difficult to create a Super Bowl commercial that 100 million people would want to talk to friends about. Can you make it amid high unemployment, intense political division and a pandemic that has killed 400,000 Americans? Even more.
"Right now, when you are very quiet and close your eyes, you can actually hear the sounds of handshakes in every single work bay across the country," said Don Shelford, executive creative director at Swift, a Wunderman Thompson agency based in Portland , Oregon.
While no year is without its difficulties and pitfalls, the potential for advertisers to offend viewers by missing the mark during the 2021 Super Bowl is higher than most.
"This is the toughest year to get right," said Derek Rucker, professor of marketing at Northwestern University's Kellogg School of Management. If brands that normally take a seat during the big game were ever considering suspending a seat, it would likely be the year, he added.
And some are. After six straight years in the Super Bowl, Avocados From Mexico will take off in 2021. Hyundai is out too. This also applies to Coca-Cola, which has run an in-game ad every year since 2006, with the exception of 2019, when a spot was broadcast before the game.
"This tough decision was made to ensure we were investing in the right resources in these unprecedented times," the beverage brand said in a statement.
Set the tone
A handful of brands have already announced plans to take part in the Big Game, due to air on CBS on February 7th, and they're making arrangements to ensure the $ 5.5 million price tag for a 30-second Slot ultimately benefits the company to stimulate a game. Some of these companies are first-time visitors who have never stepped onto such a big stage before.
Fiverr, the online marketplace for freelancers, is set to run its first Super Bowl ad after a year of heavy demand for its services. The commercial builds on the company's “It Starts Here” campaign, which premiered in September, and focuses on helping and celebrating small businesses.
"The script for this spot went through a lot of iterations and reviews to make sure the tone we were aiming for came through clearly," said Gali Arnon, CMO of Fiverr. "We were very aware and sensitive to the fact that this was going to be something that millions of people around the world would see and there would be more research, evaluation and work going on."
Arnon added that with everything that goes on in the world, viewers are looking for "something that will ultimately make them smile, lift their spirits and help them look to the future with hope."
Vroom, the used vehicle e-commerce platform, is the first Super Bowl advertiser to publish its full ad. The 30-second commercial created by the Anomaly agency shows buying a used car from a conventional dealer as being synonymous with torture. The company has run similar ads depicting car salesmen in the past as belligerent and intrusive.
"We view the ad as weird and hyperbolic, all while empathizing with consumers about their poor dealer experiences," said Peter Scherr, Vroom CMO, noting that Gallup surveys show that people are using the traditional car buying process are highly dissatisfied.
Vroom also ran several tests to ensure that the Super Bowl ad was memorable, effective, and that the tone was relevant to viewers.