February 6, 2012 in Communication Ideas
Everyone hates advertising, with one exception. If the classic old-fashioned ad ever has a chance to touch our hearts, it’s during Super Bowl. Advertising is an attention game, and Super Bowl is that magical time of the year when we voluntarily give our attention to advertising. Here you go advertisers, show us your best game!
Super Bowl 2012: Kids, Dogs, Sex and the rest
As every mediocre (m)adman knows, if you want to sell, nothing works better than a talking baby, beer-fetching dog or a promise to “receive” from a half-naked Adriana Lima. It’s always safer to go with one of these advertising clichés than risk making an actual impact. I suppose these ads work well enough to justify the investment, but that’s a fairly low standard if you ask me. Luckily Super Bowl 2012 wasn’t a complete waste of attention thanks to a few gems.
Best commercials: leverage, emotion, memory
What should we look for in a good commercial? There are certainly many factors that contribute to a great ad, depending on specific context. Particularities aside, a great ad should strive to leverage what already exists in the viewer’s minds, evoke emotions and strengthen brand memories. The best Super Bowl 2012 commercials managed to do all three. So which ones made the top 3?
Top 3 Superbowl 2012 commercials:
1. It’s Halftime in America
2. The Dog Strikes Back (even despite the dog )
3. Camry Effect: Connections
What do you think? Which were the best Super Bowl 2012 commercials? You can watch them all on Mashable.