Monday, February 2, 2015

Marketing Wins SuperBowlXLIX‬: Why This Year's Ads Were Among Best Ever

The "dead" boy from the Nationwide Super Bowl ad
Marketing won this Super Bowl by leaps and bounds. The murmurings over the last 16 hours have proven that my profession is on it's game.

The vast majority of commoners have complained that this was "the worst year of ads, ever."

"There were some funny ones but overall, bleh."

"Not impressed at all."

That sampling of comments was pulled directly from my personal Facebook feed last night. Yet, social media was a buzz talking about all the "bad ads." Guys, that's a win.

I was proud of my marketing brethren last night. The overall tone and vibe from this year's crop of Super Bowl ads was on the money. From Nationwide's "Make Safe Happen," to Coke's "Make It Happy" and the various brands odes to "dad," marketers were clearly taking a cue from the overall vibe on our planet today.

We need to stop being mean to one another.

We need to recognize the contributions of some unspoken, but vital players in life.

We need to have conversations on tough topics at inconvenient times.

Nothing good is every accomplished without great relations between humans.

The very cornerstone of my work and clearly, something major brands paying insane dollars to communicate with us understand.  These are not the materialistic 1980s nor the Wall Street glorifying 1990s - we are in an era of owning what's going on. Be it race relations in America or religious intolerance here and abroad, people are looking at every thing differently, more thoughtfully. And if they are not, then, they should be and big brands told the world so last night.

We own what planet we pass on to our children. If we are responsible enough to keep them alive, thanks Nationwide.

We have the choice to continue the patterns we see on the internet. Or we can be the positive images of change we want, thanks Coca-Cola.

We can make sure both parents are idolized and break the self-fulfilling prophecy that honoring one somehow diminishes the other. It's OK to love, esteem and honor dad as much as mom, thanks Toyota, Nissan and who ever I missed that made a point to showcase dad last night.

It's OK to be silly sometimes. Thanks Skittles.

Owing and pursuing your dream matters. Thanks GoDaddy and American Family Insurance for honoring dreamers and entrepreneurs.

We have an obligation to use technological advances to benefit every body. Thank you, Microsoft for the reminder.

The tone and overall vibe last night was very different than its been in recent years but it is a reflection of what's going on in the world today. Gone was the gratuitous and over the top celebrity hocking. Celebrities were used sparingly but powerfully. More every day people like you and me were part of this year's ads. We were not forced to feel like we were not pretty nor handsome enough to be part of this world party. We were challenged to not just sit and absorb messages, we were shocked into speaking about topics that we often ignore. We were jolted from the comfort of our parties and celebrations to see that we have a responsibility as citizens of this planet. We were told it's not gonna happen without us, we must participate.  I woke up proud to be part of a community that was daring enough to tell us stories we needed to hear. Kudos to brands for having the courage not to just hock products to us but to attempt to make our world a better place through powerful and expensive messages.

And thanks to the New England Patriots and Seattle Seahawks for an exciting game in between my favorite marketing event of every year.

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