Alistair Schoonmaker, Co-Founder & Managing Director at Extremely Model Studio picks his Superbowl Desert Island Adverts
This yr’s Tremendous Bowl is looming into view. On 11 February, the San Francisco 49ers tackle the Kansas Metropolis Chiefs in Las Vegas. Will probably be the standard mixture of sporting drama and American razzamatazz (plus this yr some added Taylor within the stands). And naturally, the large manufacturers bringing their A-game to the occasion.
Advert breaks and American sports activities, particularly on the Tremendous Bowl, go hand in hand, so it’s a golden alternative to showcase high draw inventive pondering in a prime-time setting. Final yr, 113 million viewers within the US tuned in with the common value of a 30 minute advert spot coming in at $7 million.
It’s all truthful sport creatively so long as a model reveals up with a way of self-awareness of the second. One of the best ones are a radical expression of a model thought or product that one way or the other entertains us, challenges us with a function or message, or surprises us indirectly with what’s potential. You’ve obtained an enormous viewers, so why waste that chance by doing the identical factor that you’d usually do?
At Extremely, it’s our mission to keep away from sameness. And these Tremendous Bowl-themed Desert Island Adverts just do that. They break free from the standard and play with audiences’ expectations.
Desert Island Adverts
All the time – ‘Like a Woman’
First up is the Like a Woman advert from All the time. It’s instance of difficult accepted stereotypes or norms with out guilt advertising and marketing. It’s troublesome to steadiness a critical message throughout a sporting second just like the Tremendous Bowl. And this one walks the road properly whereas avoiding some ‘sameness’ pitfalls of function advertising and marketing that might make an necessary message mix in with the wallpaper of the second.
Tide – ‘It’s a Tide Advert’
The following one is It’s a Tide Advert from Tide. As a substitute of attempting to personal and focus the viewers’s consideration inwardly for 60 seconds, I really like how the writing steps the advert out of its personal field into totally different realities and makes each advert a ‘Tide Advert’. Pure leisure and self-awareness figuring out the type of commercials this advert would sit subsequent to.
Coinbase – QR Code:
My third alternative is Coinbase’s QR code business. This one might or might not shock you and I like that’s an unabashed center finger to the pile of money that goes into the pomp of a Tremendous Bowl spot. Like sporting colo(u)r at Wimbledon. I just like the disruptiveness of it – however you possibly can solely do that as soon as.
Doritos/Mountain Dew – Freeman vs Dinklage Music Of Ice and Fireplace
Subsequent up is the Doritos/Mountain Dew business – the Freeman vs Dinklage track of ice and hearth. Conversely to Coinbase, in case your intention is to entertain with product advertising and marketing, this one dials up the sudden with out it being bizarre for bizarre’s sake (for instance, pet/monkey/child). And there’s no sameness a couple of Peter Dinklage/Busta vs Morgan Freeman/Missy Elliot rap battle. Like on the pitch, these are some severely massive names clashing.
Google – ‘Loretta’
The ultimate advert is ‘Loretta’ from Google. I like this one as a result of it humanises know-how in a method most know-how or cell manufacturers don’t get fairly proper – Google included. On the coronary heart of this although is the storytelling – you’re proper within the lifetime of the couple. Most advertisements depend on movie to ship emotion however this one does it fantastically with stills, sound design and music all rooted within the real utility of the product.
Alistair Schoonmaker is co-founder & managing director at Extremely Model Studio.