SlideShare a Scribd company logo
SUPER BOWL 2019
/ The insights behind the ads
The insights
behind the ads
The Super Bowl’s big-budget ad showcase
often gets more coverage than the game
itself. And with millions of dollars spent on
the top spots, it’s easy to see why they spur
such interest. But what can we learn from
America’s biggest campaigns?
At Canvas8, we always want to know why.
Why does self-reflexive humor boost
brand perception? Why is spotlighting
underrepresented voices the key to
authenticity? And why are robots sub-par
drinking partners? Canvas8 unpicks the
behavioral themes present in nine notable
campaigns from 2019 Super Bowl.
SELF-CONSCIOUS COMEDY
/ People like brands that can laugh at their own quirks
Pepsi has long been sparring with Coke in its
campaigns and its spot for the 2019 Super Bowl
confronted the rivalry head-on, highlighting
the fact that most people will often order Coke
at a restaurant. When a diner asks for a Coke
and the waiter responds with ‘Is Pepsi OK?’, an
indignant Steve Carell interjects with “Is Pepsi
ok?! Are puppies OK? Is a shooting star OK?,”
listing all life’s greatest warm and fuzzies to
show why diners should own their decision to
order the drink. Featuring cameos from Cardi B
and Lil Jon, it’s far from positioning itself as the
underdog, instead solidifying its brand identity
and demonstrating bold self-awareness. Steve
Carell’s hilarious delivery is likely to stick in
viewers’ minds too – 53% of Americans are most
likely to remember an advert if it’s funny.
Brand / Pepsi
Agency / Goodby, Silverstein & Partners
While #PepsiMoreThanOK pokes fun at the
moments it loses out to its competitor, PepsiCo’s
ad for new fizzy water Bubly lampoons singer
Michael Bublé as he argues over how the brand is
pronounced compared to his own surname. The
Bubly/Bublé jape is a clever lesson in repetition
and finishes with the despondent crooner taking
a Magic Marker to every last can in the shop.
Brand / PepsiCo
Agency / Goodby, Silverstein & Partners
Mispronunciation is also a source of humor in
Stella Artois’ ‘Change Up the Usual’ sketch, in
which Sarah Jessica Parker reprises her role
as Sex and the City’s Carrie and Jeff Bridges
gets back on the horse as The Dude in The Big
Lebowski. While SJP orders her Stella Artois like
a pro, Bridges fudges it, saying ‘Stella Artoes’
instead. The significance of this is that there’s no
real fallout. It’s a tiny acknowledgment that the
French pronunciation doesn’t always come off in
a grander push for trying something new (all hell
breaks loose in the restaurant when SJP orders
the beer instead of her usual Cosmo).
By using self-deprecating humor, brands are
making light of not only their adversaries, but
consumer interpretations of their product names.
This sort of self-reflexive ribbing goes a long way
in boosting brand perceptions and people’s ‘top-
of-mind’ awareness.
Brand / Stella Artois
Agency / Mother NY
INCLUSIVE STORYTELLING
/ People want to see underrepresented minorities on screen
From releasing a watch that quells Parkinson’s
tremors to adding an Accessibility Checker to its
Office products, Microsoft is both recognizing and
catering to people with disabilities. Its 2019 Super
Bowl ad pushes tech inclusivity even further.
Under the slogan ‘When everybody plays, we all
win’, the spot shows children with limited mobility
discussing their love of gaming and then testing
the new Xbox One Adaptive Controller. Moving
and memorable, the simply executed docu-
style segment engages audiences with both the
power of the product and the people who benefit
– in this case, the children and their delighted
parents. With 15% of the world’s population living
with a disability and over half feeling excluded
from society, Microsoft’s decision to broadcast
physical impairment – in the words of those
who live with it – will no doubt dispel the visual
stigma and effect practical, positive change within
society.
Brand / Microsoft
Agency / United/McCann New York
Celebrating difference also runs through
Toyota’s Toni RAV4 Hybrid commercial, in which
Antoinette ‘Toni’ Harris, who aims to be the first
female player in the NFL, is seen using mascara
as eye black after a group of boys said she
was too small to play, lifting weights when she
was told that she wasn’t strong enough, and
screaming with joy after being offered a football
scholarship. Leaning into the groundbreaking
achievements of women in sport, Toyota’s
inspiring narrative fits with the NFL’s growing
female viewership (now 45%, up from 23% in
2009). Against a wider cultural movement, with
more women getting stuck into demanding,
adventurous pursuits, big brands are pushing for
greater inclusion in sport.
Brand / Toyota
Agency / Burrell Communications
Google’s down-to-earth Super Bowl spot
promotes a new civilian job search engine just
for army veterans and gives them the secret
salute at the same time. By using code numbers
only vets will recognize, it speaks to a subset
of the population in their unique language –
while engaging the overwhelming majority of
Americans who support military veterans. With
63% of global consumers preferring to buy from
companies that stand for a shared purpose that
reflects their personal values and beliefs, Google’s
decision to play on the American psychology is a
clever one. With Microsoft, Google, and Toyota
giving a voice to underrepresented groups – with
some featuring products that will ultimately
improve their quality of life – it is in a brand’s best
interest to seek authentic, inclusive stories to tap
the financial power of diverse consumers.
Brand / Google
Agency / Creative Lab, PHD, Essence
ROBOT RIDICULE
/ People want reassurances they won’t be replaced by AI
A 2017 Pegasystems study found that 70% of
people fear AI, so it’s easy to see why brands
came out in force to throw shade on everything
AI can’t do in this year’s Super Bowl campaigns.
Pringles took a swipe at Amazon’s Alexa, showing
that while the device might be able to calculate
318,000 possible flavor combinations, it doesn’t
have the taste buds to actually savor them. The
melancholy smart device muses on her robotic
existence: “Sadly, I’ll never know the joy of tasting
any, for I have no hands to stack with, no mouth
to taste with, no soul to feel with.” This confronts
the ethics of ‘humanizing’ AI voices, but also
underscores what it means to be a human – and
devouring a stack of Pringles is certainly part of
that privilege.
Brand / Pringles
Agency / Grey
More carnal, strictly human pleasures are
showcased in the Michelob ULTRA commercial,
which depicts an ultra-fit robot outperforming
its homo sapien counterparts on a run, at a golf
course, and in a spin class. But while peering
through the window of a bar, the robot seems
sad that it can’t sip an ice-cold pint with the
gang. The ‘Only worth it if you can enjoy it’
strap reassures consumers that although their
lives may be altered by advancing automation,
they will be the only ones to enjoy such earthly
delights.
Brand / Michelob ULTRA
Agency / FCB
Presenting the prestige of a real-life human voice
is TurboTax’s commercial, which features an eerie
‘RoboChild’ who tells its owner it wants to be a
TurboTax CPA when it grows up. The response
is telling. “All TurboTax Live CPAs are human
beings with real emotions. I’m sorry you’re never
going to be emotionally complex enough for
that job.” A snide put-down like that underscores
the brand’s awareness of consumer attitudes
– 42% of Americans don’t trust AI – while also
turning people toward the brand at the expense
of the rest of the category. It seems 2019 is the
year brands took a stab at tech and celebrated
human-ness – from tasting, to feeling, to having
an ice-cold beer after a run.
Brand / TurboTax
Agency / Wieden + Kennedy
Canvas8 Inc.
WeWork Dumbo Heights
81 Prospect St
Brooklyn, NY 11201
USA
Discover more on the
Canvas8 Library
Contact us
James Cunningham
Head of New Business
james@canvas8.com
(+44) (0)20 7377 8585
Samantha Amoroso
Head of Business Development
samantha@canvas8.com
(+1) 347 991 8882
Find us
Canvas8
1st floor
142 Central Street
London, EC1V 8AR
UK

More Related Content

What's hot

Ebiquity Health and Wellness
Ebiquity Health and WellnessEbiquity Health and Wellness
Ebiquity Health and Wellness
Martin Koetterle
 
Cannes Lions 2017: 6 trends to follow
Cannes Lions 2017: 6 trends to followCannes Lions 2017: 6 trends to follow
Cannes Lions 2017: 6 trends to follow
Bahia Nar
 
Contagious Now, Next, Why
Contagious Now, Next, Why Contagious Now, Next, Why
Contagious Now, Next, Why
Iris
 
A behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winnersA behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winners
Canvas8
 
Cannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of CreativityCannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of Creativity
Havas
 
Trust ethics
Trust ethicsTrust ethics
Trust ethics
Mr Nyak
 
Cannes lions wrap_up-1
Cannes lions wrap_up-1Cannes lions wrap_up-1
Cannes lions wrap_up-1
Mr Nyak
 
Brand impact
Brand impactBrand impact
Brand impact
Mr Nyak
 
Consumer experience
Consumer experienceConsumer experience
Consumer experience
Mr Nyak
 
21st Century Woman: An Alternative View of Cannes Lions
21st Century Woman: An Alternative View of Cannes Lions21st Century Woman: An Alternative View of Cannes Lions
21st Century Woman: An Alternative View of Cannes Lions
PartnersAndrewsAldridge
 
public relations 1 karsh
public relations 1 karshpublic relations 1 karsh
public relations 1 karsh
Kaarshini Bhandari
 
10 Trends for MENA 2015 - J. Walter Thompson MEA
10 Trends for MENA 2015 - J. Walter Thompson MEA10 Trends for MENA 2015 - J. Walter Thompson MEA
10 Trends for MENA 2015 - J. Walter Thompson MEA
J. Walter Thompson Intelligence
 
Integrated marketing campaigns
Integrated marketing campaignsIntegrated marketing campaigns
Integrated marketing campaigns
Digital Vidya
 
How to connect with urban millennials: results from a global research community
How to connect with urban millennials: results from a global research communityHow to connect with urban millennials: results from a global research community
How to connect with urban millennials: results from a global research community
Joeri Van den Bergh
 
Consumer Trends at Cannes Lions 2016 - Canvas8
Consumer Trends at Cannes Lions 2016 - Canvas8Consumer Trends at Cannes Lions 2016 - Canvas8
Consumer Trends at Cannes Lions 2016 - Canvas8
Canvas8
 
Meeting The Needs of Tomorrow's Shoppers
Meeting The Needs of Tomorrow's ShoppersMeeting The Needs of Tomorrow's Shoppers
Meeting The Needs of Tomorrow's Shoppers
FITCH
 
NewFronts 2017: Trends & Takes
NewFronts 2017: Trends & TakesNewFronts 2017: Trends & Takes
NewFronts 2017: Trends & Takes
Digitas North America
 
NewFronts 2018: Trends & Takes
NewFronts 2018: Trends & TakesNewFronts 2018: Trends & Takes
NewFronts 2018: Trends & Takes
Digitas North America
 
Top Brands 2008
Top Brands 2008Top Brands 2008
Top Brands 2008
Robyn Nelson
 
20 Interesting Things: Goodness June 2010
20 Interesting Things: Goodness June 201020 Interesting Things: Goodness June 2010
20 Interesting Things: Goodness June 2010
David Stutts
 

What's hot (20)

Ebiquity Health and Wellness
Ebiquity Health and WellnessEbiquity Health and Wellness
Ebiquity Health and Wellness
 
Cannes Lions 2017: 6 trends to follow
Cannes Lions 2017: 6 trends to followCannes Lions 2017: 6 trends to follow
Cannes Lions 2017: 6 trends to follow
 
Contagious Now, Next, Why
Contagious Now, Next, Why Contagious Now, Next, Why
Contagious Now, Next, Why
 
A behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winnersA behavioural breakdown of 8 Clio Awards winners
A behavioural breakdown of 8 Clio Awards winners
 
Cannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of CreativityCannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of Creativity
 
Trust ethics
Trust ethicsTrust ethics
Trust ethics
 
Cannes lions wrap_up-1
Cannes lions wrap_up-1Cannes lions wrap_up-1
Cannes lions wrap_up-1
 
Brand impact
Brand impactBrand impact
Brand impact
 
Consumer experience
Consumer experienceConsumer experience
Consumer experience
 
21st Century Woman: An Alternative View of Cannes Lions
21st Century Woman: An Alternative View of Cannes Lions21st Century Woman: An Alternative View of Cannes Lions
21st Century Woman: An Alternative View of Cannes Lions
 
public relations 1 karsh
public relations 1 karshpublic relations 1 karsh
public relations 1 karsh
 
10 Trends for MENA 2015 - J. Walter Thompson MEA
10 Trends for MENA 2015 - J. Walter Thompson MEA10 Trends for MENA 2015 - J. Walter Thompson MEA
10 Trends for MENA 2015 - J. Walter Thompson MEA
 
Integrated marketing campaigns
Integrated marketing campaignsIntegrated marketing campaigns
Integrated marketing campaigns
 
How to connect with urban millennials: results from a global research community
How to connect with urban millennials: results from a global research communityHow to connect with urban millennials: results from a global research community
How to connect with urban millennials: results from a global research community
 
Consumer Trends at Cannes Lions 2016 - Canvas8
Consumer Trends at Cannes Lions 2016 - Canvas8Consumer Trends at Cannes Lions 2016 - Canvas8
Consumer Trends at Cannes Lions 2016 - Canvas8
 
Meeting The Needs of Tomorrow's Shoppers
Meeting The Needs of Tomorrow's ShoppersMeeting The Needs of Tomorrow's Shoppers
Meeting The Needs of Tomorrow's Shoppers
 
NewFronts 2017: Trends & Takes
NewFronts 2017: Trends & TakesNewFronts 2017: Trends & Takes
NewFronts 2017: Trends & Takes
 
NewFronts 2018: Trends & Takes
NewFronts 2018: Trends & TakesNewFronts 2018: Trends & Takes
NewFronts 2018: Trends & Takes
 
Top Brands 2008
Top Brands 2008Top Brands 2008
Top Brands 2008
 
20 Interesting Things: Goodness June 2010
20 Interesting Things: Goodness June 201020 Interesting Things: Goodness June 2010
20 Interesting Things: Goodness June 2010
 

Similar to Super Bowl 2019 / The insights behind the ads

Chasing Daylight
Chasing DaylightChasing Daylight
Chasing Daylight
Aditya Anupkumar
 
Engagement vs Interruption - Amended
Engagement vs Interruption - AmendedEngagement vs Interruption - Amended
Engagement vs Interruption - Amended
engagementvsinterruption
 
Engagement Vs Interruption
Engagement Vs InterruptionEngagement Vs Interruption
Engagement Vs Interruption
engagementvsinterruption
 
20 ways to use social media research
20 ways to use social media research20 ways to use social media research
20 ways to use social media research
Annie Pettit, Research Methodologist
 
Ken johns shares thoughts on groupon and living social super bowl ads
Ken johns shares thoughts on groupon and living social super bowl adsKen johns shares thoughts on groupon and living social super bowl ads
Ken johns shares thoughts on groupon and living social super bowl ads
Brunner
 
Consumer behaviour
Consumer behaviourConsumer behaviour
Consumer behaviour
harshadevarkar
 
Get Advertising Smart - Super Bowl VIII
Get Advertising Smart  - Super Bowl VIIIGet Advertising Smart  - Super Bowl VIII
Get Advertising Smart - Super Bowl VIII
emmersons1
 
Get Advertising Smart - Superbowl VIII
Get Advertising Smart - Superbowl VIIIGet Advertising Smart - Superbowl VIII
Get Advertising Smart - Superbowl VIII
emmersons1
 
Existing products analysis
Existing products analysisExisting products analysis
Existing products analysis
Jonah Adshead
 
Mind of consumer
Mind  of consumerMind  of consumer
Mind of consumer
vinay jha
 
Love Index 2016
Love Index 2016 Love Index 2016
Love Index 2016
Accenturebr
 
2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow
2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow
2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow
Faith Popcorn's BrainReserve
 
Unit 30 task 1
Unit 30 task 1   Unit 30 task 1
Unit 30 task 1
marleylong
 
Why the Possibilities Are Endless: Finding Content Marketing Inspiration
Why the Possibilities Are Endless: Finding Content Marketing InspirationWhy the Possibilities Are Endless: Finding Content Marketing Inspiration
Why the Possibilities Are Endless: Finding Content Marketing Inspiration
James Rhodes
 
Task 1 - Forms of Television Advertising =
Task 1 - Forms of Television Advertising =Task 1 - Forms of Television Advertising =
Task 1 - Forms of Television Advertising =
marleylong
 
Camera operator pro forma
Camera operator pro formaCamera operator pro forma
Camera operator pro forma
Daniel Thompson
 
How Brands Can Score Big with the Super Bowl by Tatiana Rocha
How Brands Can Score Big with the Super Bowl by Tatiana RochaHow Brands Can Score Big with the Super Bowl by Tatiana Rocha
How Brands Can Score Big with the Super Bowl by Tatiana Rocha
Tatiana Rocha
 
Negative and PR Marketing strategy PDF.pdf
Negative and PR Marketing strategy PDF.pdfNegative and PR Marketing strategy PDF.pdf
Negative and PR Marketing strategy PDF.pdf
KailasMadhavan
 
Active Cultures: Linking Value and Digital Marketing as Told Through Yogurt
Active Cultures: Linking Value and Digital Marketing as Told Through YogurtActive Cultures: Linking Value and Digital Marketing as Told Through Yogurt
Active Cultures: Linking Value and Digital Marketing as Told Through Yogurt
Steve Gottschling
 
The Branding Games: Lessons in Sports Marketing from the 2014 Sochi Olympics
The Branding Games: Lessons in Sports Marketing from the 2014 Sochi OlympicsThe Branding Games: Lessons in Sports Marketing from the 2014 Sochi Olympics
The Branding Games: Lessons in Sports Marketing from the 2014 Sochi Olympics
ViralGains
 

Similar to Super Bowl 2019 / The insights behind the ads (20)

Chasing Daylight
Chasing DaylightChasing Daylight
Chasing Daylight
 
Engagement vs Interruption - Amended
Engagement vs Interruption - AmendedEngagement vs Interruption - Amended
Engagement vs Interruption - Amended
 
Engagement Vs Interruption
Engagement Vs InterruptionEngagement Vs Interruption
Engagement Vs Interruption
 
20 ways to use social media research
20 ways to use social media research20 ways to use social media research
20 ways to use social media research
 
Ken johns shares thoughts on groupon and living social super bowl ads
Ken johns shares thoughts on groupon and living social super bowl adsKen johns shares thoughts on groupon and living social super bowl ads
Ken johns shares thoughts on groupon and living social super bowl ads
 
Consumer behaviour
Consumer behaviourConsumer behaviour
Consumer behaviour
 
Get Advertising Smart - Super Bowl VIII
Get Advertising Smart  - Super Bowl VIIIGet Advertising Smart  - Super Bowl VIII
Get Advertising Smart - Super Bowl VIII
 
Get Advertising Smart - Superbowl VIII
Get Advertising Smart - Superbowl VIIIGet Advertising Smart - Superbowl VIII
Get Advertising Smart - Superbowl VIII
 
Existing products analysis
Existing products analysisExisting products analysis
Existing products analysis
 
Mind of consumer
Mind  of consumerMind  of consumer
Mind of consumer
 
Love Index 2016
Love Index 2016 Love Index 2016
Love Index 2016
 
2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow
2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow
2017 TrendTrek: Ten Things We Saw This Year That Point To Tomorrow
 
Unit 30 task 1
Unit 30 task 1   Unit 30 task 1
Unit 30 task 1
 
Why the Possibilities Are Endless: Finding Content Marketing Inspiration
Why the Possibilities Are Endless: Finding Content Marketing InspirationWhy the Possibilities Are Endless: Finding Content Marketing Inspiration
Why the Possibilities Are Endless: Finding Content Marketing Inspiration
 
Task 1 - Forms of Television Advertising =
Task 1 - Forms of Television Advertising =Task 1 - Forms of Television Advertising =
Task 1 - Forms of Television Advertising =
 
Camera operator pro forma
Camera operator pro formaCamera operator pro forma
Camera operator pro forma
 
How Brands Can Score Big with the Super Bowl by Tatiana Rocha
How Brands Can Score Big with the Super Bowl by Tatiana RochaHow Brands Can Score Big with the Super Bowl by Tatiana Rocha
How Brands Can Score Big with the Super Bowl by Tatiana Rocha
 
Negative and PR Marketing strategy PDF.pdf
Negative and PR Marketing strategy PDF.pdfNegative and PR Marketing strategy PDF.pdf
Negative and PR Marketing strategy PDF.pdf
 
Active Cultures: Linking Value and Digital Marketing as Told Through Yogurt
Active Cultures: Linking Value and Digital Marketing as Told Through YogurtActive Cultures: Linking Value and Digital Marketing as Told Through Yogurt
Active Cultures: Linking Value and Digital Marketing as Told Through Yogurt
 
The Branding Games: Lessons in Sports Marketing from the 2014 Sochi Olympics
The Branding Games: Lessons in Sports Marketing from the 2014 Sochi OlympicsThe Branding Games: Lessons in Sports Marketing from the 2014 Sochi Olympics
The Branding Games: Lessons in Sports Marketing from the 2014 Sochi Olympics
 

More from Canvas8

Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Canvas8
 
Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8
Canvas8
 
Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8
Canvas8
 
Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8
Canvas8
 
Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8
Canvas8
 
Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8
Canvas8
 
Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8
Canvas8
 
Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8
Canvas8
 
Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8
Canvas8
 
A behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaignsA behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaigns
Canvas8
 
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Canvas8
 
Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8
Canvas8
 
Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8
Canvas8
 
Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8
Canvas8
 
Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8
Canvas8
 
Consumer trends in leisure 2017 : Canvas8
Consumer trends in leisure 2017 : Canvas8Consumer trends in leisure 2017 : Canvas8
Consumer trends in leisure 2017 : Canvas8
Canvas8
 
Consumer trends in health and beauty 2017 : Canvas8
Consumer trends in health and beauty 2017 : Canvas8Consumer trends in health and beauty 2017 : Canvas8
Consumer trends in health and beauty 2017 : Canvas8
Canvas8
 
Consumer Trends at Cannes Lions 2017 - Canvas8
Consumer Trends at Cannes Lions 2017 - Canvas8Consumer Trends at Cannes Lions 2017 - Canvas8
Consumer Trends at Cannes Lions 2017 - Canvas8
Canvas8
 
Consumer trends in communications 2017 : Canvas8
Consumer trends in communications 2017 : Canvas8Consumer trends in communications 2017 : Canvas8
Consumer trends in communications 2017 : Canvas8
Canvas8
 
Technology Trends in 2017 : Canvas8
Technology Trends in 2017 : Canvas8Technology Trends in 2017 : Canvas8
Technology Trends in 2017 : Canvas8
Canvas8
 

More from Canvas8 (20)

Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
Consumer Trends in 2019: 42 Expert Perspectives - Canvas8
 
Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8Consumer trends in shopping 2018 : Canvas8
Consumer trends in shopping 2018 : Canvas8
 
Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8Consumer trends in beauty 2018 : Canvas8
Consumer trends in beauty 2018 : Canvas8
 
Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8Consumer trends in technology 2018 : Canvas8
Consumer trends in technology 2018 : Canvas8
 
Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8Consumer trends in media and entertainment 2018 : Canvas8
Consumer trends in media and entertainment 2018 : Canvas8
 
Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8Consumer trends in Communications 2018 : Canvas8
Consumer trends in Communications 2018 : Canvas8
 
Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8Consumer trends in Home 2018 : Canvas8
Consumer trends in Home 2018 : Canvas8
 
Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8Consumer trends in Money 2018 : Canvas8
Consumer trends in Money 2018 : Canvas8
 
Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8Consumer trends in Citizenship 2017 : Canvas8
Consumer trends in Citizenship 2017 : Canvas8
 
A behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaignsA behavioural breakdown of 8 Super Bowl campaigns
A behavioural breakdown of 8 Super Bowl campaigns
 
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
Consumer Trends in 2018: 42 Expert Perspectives - Canvas8
 
Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8Behaviours Impacting Christmas Shoppers: Canvas8
Behaviours Impacting Christmas Shoppers: Canvas8
 
Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8Consumer trends in Eating and Drinking 2017 : Canvas8
Consumer trends in Eating and Drinking 2017 : Canvas8
 
Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8Consumer trends in Getting Around 2017 : Canvas8
Consumer trends in Getting Around 2017 : Canvas8
 
Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8Consumer trends in Home 2017 : Canvas8
Consumer trends in Home 2017 : Canvas8
 
Consumer trends in leisure 2017 : Canvas8
Consumer trends in leisure 2017 : Canvas8Consumer trends in leisure 2017 : Canvas8
Consumer trends in leisure 2017 : Canvas8
 
Consumer trends in health and beauty 2017 : Canvas8
Consumer trends in health and beauty 2017 : Canvas8Consumer trends in health and beauty 2017 : Canvas8
Consumer trends in health and beauty 2017 : Canvas8
 
Consumer Trends at Cannes Lions 2017 - Canvas8
Consumer Trends at Cannes Lions 2017 - Canvas8Consumer Trends at Cannes Lions 2017 - Canvas8
Consumer Trends at Cannes Lions 2017 - Canvas8
 
Consumer trends in communications 2017 : Canvas8
Consumer trends in communications 2017 : Canvas8Consumer trends in communications 2017 : Canvas8
Consumer trends in communications 2017 : Canvas8
 
Technology Trends in 2017 : Canvas8
Technology Trends in 2017 : Canvas8Technology Trends in 2017 : Canvas8
Technology Trends in 2017 : Canvas8
 

Recently uploaded

campaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egyptcampaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egypt
shahdmahmoudattia
 
Revolutionizing Advertising with Billion Broadcaster Standee Screen Media
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaRevolutionizing Advertising with Billion Broadcaster Standee Screen Media
Revolutionizing Advertising with Billion Broadcaster Standee Screen Media
VikasYadav194549
 
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
VWO
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Aggregage
 
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
SFC Today
 
Online Digital Marketing course intelugu
Online Digital Marketing course inteluguOnline Digital Marketing course intelugu
Online Digital Marketing course intelugu
thotadivya582
 
KODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdfKODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdf
amanprince3789
 
The Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry Kim
The Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry KimThe Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry Kim
The Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry Kim
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Content Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt RavenContent Optimization Master Class - Matt Raven
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
GNW Consulting
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
Saravanan Sugadevan
 
Go To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others ZagGo To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others Zag
Rajesh Math
 
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
suyogkulkarni39
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
mjenkins13
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
Vbout.com
 
Introduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy MktgIntroduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy Mktg
puneetmonga971720526
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
Bethan Vincent
 
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptxChemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
mayurparate000
 
Mobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt documentMobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt document
ArhamBaloch1
 
Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
Xpand Marketing
 

Recently uploaded (20)

campaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egyptcampaign ads for fostanak local brand in egypt
campaign ads for fostanak local brand in egypt
 
Revolutionizing Advertising with Billion Broadcaster Standee Screen Media
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaRevolutionizing Advertising with Billion Broadcaster Standee Screen Media
Revolutionizing Advertising with Billion Broadcaster Standee Screen Media
 
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...
 
Do's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to JournalistsDo's and Don'ts: How to Pitch Your Press Release to Journalists
Do's and Don'ts: How to Pitch Your Press Release to Journalists
 
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
Top XRP Coin News of the Week: A Volatile Market Amidst Legal and Historical ...
 
Online Digital Marketing course intelugu
Online Digital Marketing course inteluguOnline Digital Marketing course intelugu
Online Digital Marketing course intelugu
 
KODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdfKODA Digital Marketing Agency Profile Services.pdf
KODA Digital Marketing Agency Profile Services.pdf
 
The Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry Kim
The Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry KimThe Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry Kim
The Top 6 Facebook Ad Hacks of 2024, Targeting the Untargetable - Larry Kim
 
Content Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt RavenContent Optimization Master Class - Matt Raven
Content Optimization Master Class - Matt Raven
 
Uncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account ManagementUncovering Marketo Engage's Target Account Management
Uncovering Marketo Engage's Target Account Management
 
Rural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural IndiaRural Marketing Strategies for Rural India
Rural Marketing Strategies for Rural India
 
Go To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others ZagGo To Market Strategy - Zig When Others Zag
Go To Market Strategy - Zig When Others Zag
 
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and JharkhandShravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
Shravani Mela branding plan - static visibility across UP, Bihar and Jharkhand
 
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...2024 July - Hubspot's Content Hub and the Implications for B2B Marketers  - G...
2024 July - Hubspot's Content Hub and the Implications for B2B Marketers - G...
 
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-ChannelsHow to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
How to Build AI Chatbots in Minutes and Deploy Across Multi-Channels
 
Introduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy MktgIntroduction-to-Social-Marketing-2024Trendy Mktg
Introduction-to-Social-Marketing-2024Trendy Mktg
 
The Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led CompaniesThe Marketing Vunerabilities in Tech and IP-Led Companies
The Marketing Vunerabilities in Tech and IP-Led Companies
 
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptxChemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptx
 
Mobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt documentMobile Marketing in the form of ppt document
Mobile Marketing in the form of ppt document
 
Building A Powerful Brand on Any Platform
Building A Powerful Brand on Any PlatformBuilding A Powerful Brand on Any Platform
Building A Powerful Brand on Any Platform
 

Super Bowl 2019 / The insights behind the ads

  • 1. SUPER BOWL 2019 / The insights behind the ads
  • 2. The insights behind the ads The Super Bowl’s big-budget ad showcase often gets more coverage than the game itself. And with millions of dollars spent on the top spots, it’s easy to see why they spur such interest. But what can we learn from America’s biggest campaigns? At Canvas8, we always want to know why. Why does self-reflexive humor boost brand perception? Why is spotlighting underrepresented voices the key to authenticity? And why are robots sub-par drinking partners? Canvas8 unpicks the behavioral themes present in nine notable campaigns from 2019 Super Bowl.
  • 3. SELF-CONSCIOUS COMEDY / People like brands that can laugh at their own quirks
  • 4. Pepsi has long been sparring with Coke in its campaigns and its spot for the 2019 Super Bowl confronted the rivalry head-on, highlighting the fact that most people will often order Coke at a restaurant. When a diner asks for a Coke and the waiter responds with ‘Is Pepsi OK?’, an indignant Steve Carell interjects with “Is Pepsi ok?! Are puppies OK? Is a shooting star OK?,” listing all life’s greatest warm and fuzzies to show why diners should own their decision to order the drink. Featuring cameos from Cardi B and Lil Jon, it’s far from positioning itself as the underdog, instead solidifying its brand identity and demonstrating bold self-awareness. Steve Carell’s hilarious delivery is likely to stick in viewers’ minds too – 53% of Americans are most likely to remember an advert if it’s funny. Brand / Pepsi Agency / Goodby, Silverstein & Partners
  • 5. While #PepsiMoreThanOK pokes fun at the moments it loses out to its competitor, PepsiCo’s ad for new fizzy water Bubly lampoons singer Michael Bublé as he argues over how the brand is pronounced compared to his own surname. The Bubly/Bublé jape is a clever lesson in repetition and finishes with the despondent crooner taking a Magic Marker to every last can in the shop. Brand / PepsiCo Agency / Goodby, Silverstein & Partners
  • 6. Mispronunciation is also a source of humor in Stella Artois’ ‘Change Up the Usual’ sketch, in which Sarah Jessica Parker reprises her role as Sex and the City’s Carrie and Jeff Bridges gets back on the horse as The Dude in The Big Lebowski. While SJP orders her Stella Artois like a pro, Bridges fudges it, saying ‘Stella Artoes’ instead. The significance of this is that there’s no real fallout. It’s a tiny acknowledgment that the French pronunciation doesn’t always come off in a grander push for trying something new (all hell breaks loose in the restaurant when SJP orders the beer instead of her usual Cosmo). By using self-deprecating humor, brands are making light of not only their adversaries, but consumer interpretations of their product names. This sort of self-reflexive ribbing goes a long way in boosting brand perceptions and people’s ‘top- of-mind’ awareness. Brand / Stella Artois Agency / Mother NY
  • 7. INCLUSIVE STORYTELLING / People want to see underrepresented minorities on screen
  • 8. From releasing a watch that quells Parkinson’s tremors to adding an Accessibility Checker to its Office products, Microsoft is both recognizing and catering to people with disabilities. Its 2019 Super Bowl ad pushes tech inclusivity even further. Under the slogan ‘When everybody plays, we all win’, the spot shows children with limited mobility discussing their love of gaming and then testing the new Xbox One Adaptive Controller. Moving and memorable, the simply executed docu- style segment engages audiences with both the power of the product and the people who benefit – in this case, the children and their delighted parents. With 15% of the world’s population living with a disability and over half feeling excluded from society, Microsoft’s decision to broadcast physical impairment – in the words of those who live with it – will no doubt dispel the visual stigma and effect practical, positive change within society. Brand / Microsoft Agency / United/McCann New York
  • 9. Celebrating difference also runs through Toyota’s Toni RAV4 Hybrid commercial, in which Antoinette ‘Toni’ Harris, who aims to be the first female player in the NFL, is seen using mascara as eye black after a group of boys said she was too small to play, lifting weights when she was told that she wasn’t strong enough, and screaming with joy after being offered a football scholarship. Leaning into the groundbreaking achievements of women in sport, Toyota’s inspiring narrative fits with the NFL’s growing female viewership (now 45%, up from 23% in 2009). Against a wider cultural movement, with more women getting stuck into demanding, adventurous pursuits, big brands are pushing for greater inclusion in sport. Brand / Toyota Agency / Burrell Communications
  • 10. Google’s down-to-earth Super Bowl spot promotes a new civilian job search engine just for army veterans and gives them the secret salute at the same time. By using code numbers only vets will recognize, it speaks to a subset of the population in their unique language – while engaging the overwhelming majority of Americans who support military veterans. With 63% of global consumers preferring to buy from companies that stand for a shared purpose that reflects their personal values and beliefs, Google’s decision to play on the American psychology is a clever one. With Microsoft, Google, and Toyota giving a voice to underrepresented groups – with some featuring products that will ultimately improve their quality of life – it is in a brand’s best interest to seek authentic, inclusive stories to tap the financial power of diverse consumers. Brand / Google Agency / Creative Lab, PHD, Essence
  • 11. ROBOT RIDICULE / People want reassurances they won’t be replaced by AI
  • 12. A 2017 Pegasystems study found that 70% of people fear AI, so it’s easy to see why brands came out in force to throw shade on everything AI can’t do in this year’s Super Bowl campaigns. Pringles took a swipe at Amazon’s Alexa, showing that while the device might be able to calculate 318,000 possible flavor combinations, it doesn’t have the taste buds to actually savor them. The melancholy smart device muses on her robotic existence: “Sadly, I’ll never know the joy of tasting any, for I have no hands to stack with, no mouth to taste with, no soul to feel with.” This confronts the ethics of ‘humanizing’ AI voices, but also underscores what it means to be a human – and devouring a stack of Pringles is certainly part of that privilege. Brand / Pringles Agency / Grey
  • 13. More carnal, strictly human pleasures are showcased in the Michelob ULTRA commercial, which depicts an ultra-fit robot outperforming its homo sapien counterparts on a run, at a golf course, and in a spin class. But while peering through the window of a bar, the robot seems sad that it can’t sip an ice-cold pint with the gang. The ‘Only worth it if you can enjoy it’ strap reassures consumers that although their lives may be altered by advancing automation, they will be the only ones to enjoy such earthly delights. Brand / Michelob ULTRA Agency / FCB
  • 14. Presenting the prestige of a real-life human voice is TurboTax’s commercial, which features an eerie ‘RoboChild’ who tells its owner it wants to be a TurboTax CPA when it grows up. The response is telling. “All TurboTax Live CPAs are human beings with real emotions. I’m sorry you’re never going to be emotionally complex enough for that job.” A snide put-down like that underscores the brand’s awareness of consumer attitudes – 42% of Americans don’t trust AI – while also turning people toward the brand at the expense of the rest of the category. It seems 2019 is the year brands took a stab at tech and celebrated human-ness – from tasting, to feeling, to having an ice-cold beer after a run. Brand / TurboTax Agency / Wieden + Kennedy
  • 15. Canvas8 Inc. WeWork Dumbo Heights 81 Prospect St Brooklyn, NY 11201 USA Discover more on the Canvas8 Library Contact us James Cunningham Head of New Business james@canvas8.com (+44) (0)20 7377 8585 Samantha Amoroso Head of Business Development samantha@canvas8.com (+1) 347 991 8882 Find us Canvas8 1st floor 142 Central Street London, EC1V 8AR UK