The top Super Bowl commercials are rated by the public for entertainment but which commercial is the best to sell the product? It’s the Michael Bublé Bubly™ commercial by Goodby Silverstein & Partners.
Why is the Michael Bublé Bubly™ Super Bowl TV commercial my winner? It’s not analytics.
SPARK Neuro is an interesting company offering neuroanalytics to optimize advertising. Using a headset, they measure the amount of emotion and attention of the viewer while a TV commercial is playing.
CEO Spencer Gerrol said, in a CBS TV interview about Super Bowl commercials, “…when we look at the ad, we look for where are the peaks, where are the times that you were incredibly excited, incredibly attentive and where are the times when we may have lost you?”
Many TV commercials attempt to get the viewer’s attention and create excitement. But that’s of secondary importance. While interesting and an effective part of designing a TV commercial, the attention SPARK Neuro got on TV news overlooks the most important part of advertising.
SPARK Neuro will likely make this aspect even more successful but what happens as excitement is increased is that the viewer is focused on the exciting feature and can’t remember what the commercial was advertising.
I see advertising on TV all the time which has a feature designed to get my attention and create excitement or be funny, such as a puppy, baby or crazy scene but I barely notice the brand or what’s being advertised. Seconds after the commercial is finished airing, I can’t even remember what was being advertised, let alone the brand. In fact, I have seen TV commercials 30 or 40 times before I realized what was being advertised.
One of the best TV commercials I have ever seen gets my attention and creates some excitement but nowhere near as much as other TV spots with exciting features. So why is the Michael Bublé Bubly advertisement so effective? It’s memorable but not at the expense of the brand. It makes the brand memorable.
The Michael Bublé Bubly Blackberry Sparkling Water Super Bowl TV commercial is funny but the amusement is all about the brand, Bubly™, and is continually about the brand throughout the 30 second TV spot.
For some reason, advertising agencies think that there has to be something funny at the end of the commercial and it’s usually not about the product. In this spot even the funny part at the end is about the product when Michael Bublé uses a magic marker to change the name Bubly to Bublé on a can of Bubly.
Not very exciting and nothing shocking to get your attention but the Michael Bublé Bubly commercial is one of the best I’ve seen
As a side note, not only is their TV commercial brilliant, but PepsiCo’s brand Bubly is brilliant for many reasons including that the domain name is short, matches the brand and was likely easy to get. Bubly’s website is also well designed, prominently making the brand desirable. Bubly™ is not soda but is sparkling water.
A Super Bowl commercial for a similar product got attention featuring Naomi Campbell and lizards. SPARK Neuro’s headset will register high attention but viewers won’t remember what the commercial was advertising because the TV spot was “artistically” done showing the product without the product name for only a few seconds at the beginning of the spot and for only 5 seconds at the end. But viewers will remember Naomi Campbell dancing with lizards.
A similar Super Bowl Ad gets attention but viewers won’t remember what it was advertising. They will remember Naomi Campbell and the lizards!
TV commercials for lawyers usually lack all of these features. While lawyer advertising usually doesn’t grab attention or create excitement, they usually advertise only the lawyer’s name and rarely promote a brand. Lawyers should think about creating a brand to make their advertising more effective.