Super Bowl Commercials Comparison
By Top10 Staff
Do you watch the biggest NFL game of the year for the ads? You’re not alone! Lots of people, football fans or not, tune in to the Super Bowl to see which advertisers are bringing their A game year after year. The highly coveted advertising spots start at an estimated $4.5 million and take months of planning. Thanks to YouTube, Super Bowl commercials can be rewatched time and time again. Some of the funniest Super Bowl commercials even stick around in pop culture for years.
Along with social media and web campaigns, with teasers being leaked in the upcoming weeks and months, many companies base their entire marketing and advertising strategy around their Super Bowl commercials. This year three separate web giants stepped up to make their mark.
For the first time ever, Wix website builders made a Super Bowl appearance with their commercial, #Itsthateasy:
Celebrity appearances are often used to gain attention in a Super Bowl campaign, and Wix clearly made a smart choice in enlisting five famous NFL players: Brett Favre, Terrell Owens, Emmitt Smith, Larry Allen, and Franco Harris. Their campaign showed these football legends making the move from pro football to their own start-up businesses--with the help of Wix, of course.
Providing a clear and simple message for the audience, along with spoilers and teasers leaked over the past few months, contributed to the success of this campaign. In fact, the social marketing company 4C has shown that Wix beat out all other brands in terms of social media chatter when the advert aired at 10 p.m., a massive success for Wix in their first year advertising at the game.
Another extremely successful screen-to-internet campaign was provided by lesser-known website designers Squarespace. The company was criticized last year for its confusing message, and this year it certainly kept things simple. Also utilizing celebrity endorsement, Jeff Bridges recorded an entire album of lullabies to go along with the commercial, the proceeds of which will go to No Kid Hungry, a charity which provides food to the needy children of America:
With an estimated 1 million children being helped by the commercial this year, Squarespace’s contribution has been rated as one of the best Super Bowl adverts for 2015 by The New Yorker. Providing a boost to their own brand recognition at the same time, this proves that creativity and philanthropy can go hand in hand. Click on the interactive buttons at the end of the video to take part in the campaign, and to view more of Bridges’ unique way of singing you to sleep.
Less easy to prove however, are the effects of this year’s advertising campaign on Super Bowl veteran GoDaddy. With less than 24 hours to go before the big game, and in response to pressure from a Change.org petition with more than 42,000 supporters, the website builders and hosting company made the decision to can their highly anticipated spoof advert of last year’s Budweiser ad:
Animal rights campaigners felt the advert would cause people to buy pets irresponsibly, and so with almost zero time left, GoDaddy replaced the advert with this #Working Super Bowl commercial:
Simple and to the point, the ad uses humor to explain how they help small business owners make compromises to find success online. GoDaddy has been praised for responding to the complaints they received, but has also received some social media backlash for giving in and pulling the original advert. This is especially true considering GoDaddy has always been known for cutting it close to the line with their humorous campaigns, which often contain an element of risk or shock.
Whether you agree with the decision to pull the advert or not, you can’t deny that GoDaddy has people talking this year, with the story being reported on news stations across the country. Hundreds of thousands of viewers have watched both the original commercial and the one which replaced it, an undeniable marketing success for the popular online company.
Whichever was your favorite, all three website builders came out in full force this year. From heartfelt to funny Super Bowl commercials, we remember these ads for their creativity, and we’ll be following the success of their campaigns all the way to Super Bowl 2016!
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