Fitting that Super Bowl commercials kicked off with an ad featuring prom (Audi’s ad)—an event everyone gets hyped up for but it never lives up to expectations. Sound familiar?
So much money spent on Super Bowl ads, yet most are still ho-hum, proving that money can’t buy creativity.
My winner is Coca-Cola’s first ad of the night—and, psst, it’s not really a Super Bowl ad. It has aired before (one source I saw said in Summer 2012, but it was uploaded to YouTube in November).
Yes, I’m giving them the sentimental vote—for a few reasons.
1. Messages promoting peace and kindness are needed right now.
With wars and violence raging in many countries and civil discourse being overtaken by loudmouths in Congress and elsewhere putting ego before progress, we need reminders that humans can be nice to one another. We need reminders that we’re all in this life together, so let’s choose kindness over vitriol and violence.
2. Coke proves they’re “the real thing” by including real acts of bravery and kindness.
According to Guido Rosales, Latin America Integrated Marketing Communication Director for Coca-Cola, as quoted in Fast Company’s article, Coca-Cola bought usage rights of real footage from security cameras, and re-created what they couldn’t purchase.
3. Waxing a bit nostalgic, Coke goes back to their roots.
If you were around in the ‘70s, you most likely remember the iconic Coke ads with a multicultural group of people singing, “I’d like to teach the world to sing in perfect harmony…” It’s an idea they keep regenerating in different ways, which is great (as long as they do it well) because the idea is timeless.
All of these reasons could be summed up in one word—thoughtful. Coke put time and effort into gaining actual footage to send this message of kindness and peace. And while their tagline, “Open happiness” is corny and not really fitting for a soda, the company is trying to fulfill its brand promise through community and social media efforts and advertising.
Their actual Super Bowl commercial—the Coke Chase, didn’t live up to the hype, but every brand has hits and misses. And speaking of hits…
Slam dunk? Props to Oreo for taking advantage of the mid-game blackout with this tweet: