Last week, there was a lot of talk about the Super Bowl commercials. (Partly because the game itself was not worth talking about.) The advertising industry and businessy people spend a lot of time debating the merits of the top spots. After all, the Super Bowl is also the Super Bowl of advertising. (Accept the advertising executives don’t get a Gatorade shower at the end.) (But they should.)
Playing Monday morning Creative Director is a national pastime. But ultimately, advertising and marketing professionals don’t determine which commercials worked the best. The audience does.
Today, a full week after the Super Bowl, is a great time to determine who really created great Super Bowl commercials.
Here’s How.
If you watched the Super Bowl last Sunday, ask yourself the following questions:
1. Which commercials do I still remember? (Remember, member…)
If you still remember them, they get a B.
2. Of those spots I remember, which commercials made me like the brand, product, or service more?
These brands all get an A.
3. Of those commercials, which brands did I buy or use in the past week?
These all get Gold Stars. Those commercials drove purchase, usage, munchage, guzzleage, or telephonery.
Key Takeaway
Ultimately, great commercials create awareness, interest, and appetite. So while it may be fun to have an intellectual debate about commercials immediately following the game, the real impact takes time to measure. Because what really matters is what you remember and how it positively influences your actions, attitudes and purchases.
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Adam Albrecht Blog 