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That ad has remained so popular that it was remade as a commercial for Coke Zero 30 years later featuring fellow Steelers player Troy Polamalu. Pre- and post-Super Bowl coverage in recent years often revives them both, as well as other iconic ads – decades later.
A 2009 Super Bowl ad inspired by ‘Have a Coke and a Mean Joe Greene.’
The TV tide is turning — a little
So why are the Big Four automakers, GoDaddy and other former Super Bowl advertisers forsaking the big game? Gen Z, in particular, is not impressed by Super Bowl ads, and complicating the matter is their lack of interest in broadcast TV.
Marketers know TikTok and other social sites are better platforms for delivering messages to targeted demographics. The return on investment for advertising is far easier to track in these venues, and the ad spend is easier to justify – especially considering how often these ads will be shared with family and friends in a matter of seconds with just a few keystrokes.
Still, in today’s fractured media landscape, the Super Bowl is a rare event with truly mass appeal: More than 60% of Americans tuned into last year’s game, according to the NFL. That’s a lot of eyeballs.
In the end, today’s marketing executives recognize that Super Bowl TV commercials work best when they promote mass market products – through humor, use of animals, nostalgia and celebrities – as well as social causes that resonate with consumers. Linking a brand with memorable and creative storytelling is also an effective way to boost overall brand visibility.
That’s the formula for success in this year’s Super Bowl.
The authors do not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.
Source: The Conversation
