The Super Bowl is well established as the most anticipated event of the year, but 2015 took its popularity to a new level, with over 114 people tuning in, Super Bowl XLIX was the most watched TV program in history. Now more than ever, advertisers shelling out millions for coveted airtime between plays are faced with a unique challenge: speaking to their core consumers while simultaneously appealing to an audience of over 100 million people. The Super Bowl offers more exposure perhaps than any other advertising opportunity, and it goes without saying that a lot is a stake for brands featured in these highly anticipated ads. With so much planning, effort, and hype, why do some of these ads end up viral hits and others relative flops? Those that succeed all share a common element – they seamlessly integrate values that speak to a wide consumer base with messages that are on brand and appeal to their target audience. The result is a creative, attention grabbing commercial that is universally appreciated.

1. Values in 2015
Super Bowl Ads
PREPARED BY

2. 2
is well established as the most
anticipated event of the year, but
2015 took its popularity to a new
level, with over 114 people tuning
in, Super Bowl XLIX was the most
watched TV program in history.
Now more than ever, advertisers
shelling out millions for coveted
airtime between plays are faced
with a unique challenge: speaking
to their core consumers while
simultaneously appealing to an
audience of over 100 million
people.
The Super Bowl offers more exposure
perhaps than any other advertising
opportunity, and it goes without saying
that a lot is a stake for brands featured in
these highly anticipated ads. With so
much planning, effort, and hype, why do
some of these ads end up viral hits and
others relative flops? Those that succeed
all share a common element – they
seamlessly integrate values that speak to
a wide consumer base with messages that
are on brand and appeal to their target
audience. The result is a creative, attention
grabbing commercial that is universally
appreciated.
Every year, USA Today asks viewers to
participate in their Super Bowl Ad Meter.
Close to 7000 panelists offered their
opinions in 2015. Here are some of the ads
viewers liked best, and why.
The Super Bowl

3. 3
Budweiser
“Lost Dog”
In the past decade, Budweiser has suffered steep decline in consumption, especially
among younger drinkers. Late last year, the company announced an
overhaul in advertising, primarily in effort to attract more millennials. With this change of
direction the brand is faced with the challenge of avoiding alienating their core customers
in the process of trying to appeal to new ones. Budweiser understands that the Super Bowl
is not the best venue for niche targeting, so the brand stuck with what works. Continuing
the now infamous Best Buds campaign, Budweiser’s 2015 Super Bowl spot was able to
keep it traditional, while speaking to the universal theme friendship and loyalty, particularly
important to some 58 million people who value Close Friends and Family The result? The
most popular ad of the game.
Close Friends and Family:
Important to 31% of U.S. Adults
VALUE
WHY IT WORKED

4. 4
Always
“Like a Girl”
While young girls’ confidence might not seem to be a universally engaging topic,
Always shaped their advertising in such a way that it resonates with almost
everyone. Ostensibly, “Like a Girl” appeals to the 20 million Americans who value
Self-Esteem. However, the secondary, and perhaps more important, message is
to parents- telling them that to truly care for their daughters, they need to help
ensure that they develop into confident women. Formatting the ad as such
speaks directly to the 47 million parents of young daughters, who are,
incidentally, 58 times more likely than others to value Taking Care of Family.
Self-Esteem:
Important to 11% of U.S. Adults
VALUE
WHY IT WORKED

5. 5
Microsoft
“Braylon”
With over 110 million people using Windows laptops alone, Microsoft consumers
are an inherently diverse group with equally varied motivations. Despite the
ubiquitous role Microsoft plays in the technology that runs our lives, what the
brand exactly stands for has long been elusive. With Braylon, they are finally
telling us. Microsoft is about more than staying connected and organized. It is
about empowering people with technology that provides choices and control over
the direction of our fates. And for the 44 million consumers who value their
Personal Freedom, this message couldn’t be more important.
Personal Freedom:
Important to 31% of U.S. Adults
VALUE
WHY IT WORKED

6. 6
Dodge
“Wisdom”
To make a truly memorable Super Bowl ad, Dodge recognized it was going to
have to look beyond its 25-44 "irreverent male" core customer to achieve mass
appeal, and the brand's 100th anniversary provided the perfect context to do so.
Focusing on the wisdom that comes with age addressed a much larger audience,
namely the 60 million Americans who place distinct value on their Longevity and
Health. The final advice of the ads’ sagacious centennials, telling us to “live fast”,
and “be a bad boy”, however, spoke directly to Dodge’s established target
audience. The result is an inclusive and emotional message with relevance
across generations.
Longevity and Health:
Important to 33% of U.S. Adults
VALUE
WHY IT WORKED

7. 7
Toyota
“My Bold Dad”
A Toyota may be considered many things, safe, practical, eco-friendly, perhaps,
but as the most popular car brand in America, a Toyota as a “bold choice” may
seem contradictory. But, that is exactly the story the brand is going with for the
2015 Camry. “Bold Dad” tells audiences that being brave and strong doesn’t have
to be shocking, and that our true boldness is revealed in the choices we make as
we go about our everyday lives. While Taking Care of Family, important to some
80 million Americans, may seem commonplace, it can also be our gateway to
heroism, just as a car as familiar as a Toyota can be bold.
Taking Care of Family:
Important to 43% of U.S. Adults
VALUE
WHY IT WORKED

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About Resonate
Resonate has pioneered a new model for using “big data” to
develop a sophisticated understanding of consumer
motivations, values, attitudes and beliefs. Marketers need to
understand “why” the audiences they target take action.
Resonate answers that question, while making it simple to put
that knowledge to work creating positive results for political
campaigns and marketing initiatives.
For more information, visit: resonate.com