3 lessons we can learn from Super Bowl commercials

My dream is to create a Super Bowl commercial.

After watching a Spike Jonze commercial for Apple, I was inspired to create content for brands because I wanted to do the same thing.

I have been obsessed with commercials on the Superbowl and analyzing them all.Every year, brands spend about 600 million dollars on ads on the Super Bowl!

There is always a debate about whether brands should spend money on SB ads or not, but brands would not be spending this crazy amount of money year after year if the ads didn't help.

Let's be honest, though - a lot of those ads were not good.

We can take many lessons from this year's batch of commercials.

The best part is that we get to learn these lessons from our couch and not by spending millions of dollars on a 30-second ad.

1. Don't be cute - just explain your value

Doritos doesn't have any product value - those chips are not good for you so being cute only makes sense.

But brands like Cue Health, which has an actual product with benefits and solves problems, should not distract the viewer.

After the commercial for Cue Health, I was more confused by what their product does.

I think they could have just spent the 30 seconds explaining how their technology is changing the world but said it in simple terms.

I am not saying to throw the story away altogether, but be direct with your viewer when creating content, especially ads.

You want them to learn about your product, so tell them.

If you confuse the viewer, many will not spend the time to research what your product does so it is imperative that you are clear with your value propositions as a brand and product.

2. Make sure your story aligns with your brand

One commercial I want to love but can't is Toyota's commercial about the Canadian brothers. One brother is blind, and the other is his cross-country skiing guide. The brothers have won gold in the Paralympics together.

The story and commercial is STUNNING, but then at the end, Toyota just slaps their brand at the end. 

It is jarring.

Now I know they are running this commercial during the Olympics which makes sense, but I believe they could have found a way to place their product in the story more or chosen a different story to relate to their brand more.

As you are creating content, make sure you are telling stories that align with you as a brand.

It helps to understand your ideal customer.

If you know who your ideal customer is, you can understand what stories will connect with them.

3. Show the results

The best commercial by a mile was Google Pixel.

Introduced problem: People of darker skin tones have bad photos because of lighting.

Solution?

The Google Pixel camera is for all skin tones.

They show pictures that are stunning of people of skin tones.

They spent 80% of their ad showing the solution.

If your brand is solving a problem, SHOW IT! 

Find ways to take photos and videos that show customers the wonderful result of your product.Showing does the talking, so be quiet and let the imagery of the solution do the talking.

Bravo - Google. 

3 lessons we can learn from Super Bowl commercials

My dream is to create a Super Bowl commercial.

After watching a Spike Jonze commercial for Apple, I was inspired to create content for brands because I wanted to do the same thing.

I have been obsessed with commercials on the Superbowl and analyzing them all.Every year, brands spend about 600 million dollars on ads on the Super Bowl!

There is always a debate about whether brands should spend money on SB ads or not, but brands would not be spending this crazy amount of money year after year if the ads didn't help.

Let's be honest, though - a lot of those ads were not good.

We can take many lessons from this year's batch of commercials.

The best part is that we get to learn these lessons from our couch and not by spending millions of dollars on a 30-second ad.

1. Don't be cute - just explain your value

Doritos doesn't have any product value - those chips are not good for you so being cute only makes sense.

But brands like Cue Health, which has an actual product with benefits and solves problems, should not distract the viewer.

After the commercial for Cue Health, I was more confused by what their product does.

I think they could have just spent the 30 seconds explaining how their technology is changing the world but said it in simple terms.

I am not saying to throw the story away altogether, but be direct with your viewer when creating content, especially ads.

You want them to learn about your product, so tell them.

If you confuse the viewer, many will not spend the time to research what your product does so it is imperative that you are clear with your value propositions as a brand and product.

2. Make sure your story aligns with your brand

One commercial I want to love but can't is Toyota's commercial about the Canadian brothers. One brother is blind, and the other is his cross-country skiing guide. The brothers have won gold in the Paralympics together.

The story and commercial is STUNNING, but then at the end, Toyota just slaps their brand at the end. 

It is jarring.

Now I know they are running this commercial during the Olympics which makes sense, but I believe they could have found a way to place their product in the story more or chosen a different story to relate to their brand more.

As you are creating content, make sure you are telling stories that align with you as a brand.

It helps to understand your ideal customer.

If you know who your ideal customer is, you can understand what stories will connect with them.

3. Show the results

The best commercial by a mile was Google Pixel.

Introduced problem: People of darker skin tones have bad photos because of lighting.

Solution?

The Google Pixel camera is for all skin tones.

They show pictures that are stunning of people of skin tones.

They spent 80% of their ad showing the solution.

If your brand is solving a problem, SHOW IT! 

Find ways to take photos and videos that show customers the wonderful result of your product.Showing does the talking, so be quiet and let the imagery of the solution do the talking.

Bravo - Google. 

3 lessons we can learn from Super Bowl commercials

My dream is to create a Super Bowl commercial.

After watching a Spike Jonze commercial for Apple, I was inspired to create content for brands because I wanted to do the same thing.

I have been obsessed with commercials on the Superbowl and analyzing them all.Every year, brands spend about 600 million dollars on ads on the Super Bowl!

There is always a debate about whether brands should spend money on SB ads or not, but brands would not be spending this crazy amount of money year after year if the ads didn't help.

Let's be honest, though - a lot of those ads were not good.

We can take many lessons from this year's batch of commercials.

The best part is that we get to learn these lessons from our couch and not by spending millions of dollars on a 30-second ad.

1. Don't be cute - just explain your value

Doritos doesn't have any product value - those chips are not good for you so being cute only makes sense.

But brands like Cue Health, which has an actual product with benefits and solves problems, should not distract the viewer.

After the commercial for Cue Health, I was more confused by what their product does.

I think they could have just spent the 30 seconds explaining how their technology is changing the world but said it in simple terms.

I am not saying to throw the story away altogether, but be direct with your viewer when creating content, especially ads.

You want them to learn about your product, so tell them.

If you confuse the viewer, many will not spend the time to research what your product does so it is imperative that you are clear with your value propositions as a brand and product.

2. Make sure your story aligns with your brand

One commercial I want to love but can't is Toyota's commercial about the Canadian brothers. One brother is blind, and the other is his cross-country skiing guide. The brothers have won gold in the Paralympics together.

The story and commercial is STUNNING, but then at the end, Toyota just slaps their brand at the end. 

It is jarring.

Now I know they are running this commercial during the Olympics which makes sense, but I believe they could have found a way to place their product in the story more or chosen a different story to relate to their brand more.

As you are creating content, make sure you are telling stories that align with you as a brand.

It helps to understand your ideal customer.

If you know who your ideal customer is, you can understand what stories will connect with them.

3. Show the results

The best commercial by a mile was Google Pixel.

Introduced problem: People of darker skin tones have bad photos because of lighting.

Solution?

The Google Pixel camera is for all skin tones.

They show pictures that are stunning of people of skin tones.

They spent 80% of their ad showing the solution.

If your brand is solving a problem, SHOW IT! 

Find ways to take photos and videos that show customers the wonderful result of your product.Showing does the talking, so be quiet and let the imagery of the solution do the talking.

Bravo - Google.