Super Bowl XLVIII is behind us, with a final score of 43-8, Seahawks over the Broncos. Now the real fun begins: the advertising and marketing world loves to dissect the commercials. Who had the best Superbowl commercial? Which was the funniest? I’m going to put my own spin on the discussion and share my favorite spots – organized by brand archetype.
Hopefully you can use these examples as inspiration for your own marketing and branding this year.
Best Super Bowl Commercials
Jeep Cherokee had a great spot focused around the idea and hashtag #stayrestless. The advertisement featured fantastic storytelling and beautiful imager with a classic Explorer brand archetype message.
Heinz’s advertisements have been firmly planted in the Innocent brand archetype for some time, and their 2014 Super Bowl commercial was no different. It features a playful tune, and moments from the happiest moments of our lives (all with Heinz ketchup included, of course).
Chobani also had a funny but poignant Innocent brand archetype message that how things are made matters.
KIA’s “Morpheus” commercial asked people to reimagine luxury – and was a perfect example of the Magician brand archetype.
T-Mobile must have spent heavily this year (they had at least two spots during the game that I saw), and they had a compelling message to share. They asked people to break up with their wireless contract, and that they would pay the bill. The first ad was a funny tie in to Tim Tebow (a NFL free agent who hasn’t been signed on a contract), and the second was a straightforward ad that called out their competition for crappy wireless contracts. Both fall under the Maverick brand archetype (though, the second more than the first).
Dannon Oikos Greek Yogurt aired a sexy and fun commercial with John Stamos that is a great example of the Lover brand archetype. Although I didn’t like it nearly as much, Soda Stream also tried to play up Scarlett Johansson sex appeal in their spot.
I didn’t notice a lot of luxury brands playing up the prestige of their product during the Super Bowl commercials (I’m sure they’re saving their dollars for the pages of Vogue), but AMEX came in at the end promising “security” and “membership,” both of which are classic Royalty brand archetype messages. I couldn’t find this video one online… I don’t think it was meant to “go viral,” it was just a classic AMEX commercial.
Chevy has been brilliant (in my humble opinion) lately with their ads, and their Super Bowl commercial was no exception. They sprinkled in some humor, some love, but the overriding message was one of the “Girl/Guy Next Door” brand archetype. The commercial featured salt of the earth, humble and hard working people… and his bull’s “sex appeal.”
For an even clearer example of the everyman archetype, see their other recent commercial:
An interesting shift this year was with Go Daddy, which changed their ad from pure sex appeal (like prior ads with Danika Patrick) to a hilarious Entertainer brand archetype advertisement. I really enjoyed the change, and loved how the humor actually highlighted the product that they sell. Two thumbs up from me.
The Sage brand archetype didn’t get a lot of airtime during the game, but the Kindle Fire ad that played right after is a great example of one. They avoid all emotion, and strictly talk about the concrete comparisons between a Kindle Fire and an Ipad (size, pixels, price).
I really enjoyed Honda’s Caregiver brand archetype message in their Super Bowl commercial. Bruce Willis asked viewers to look around the room and give everyone a hug, and promised that the Honda safety features would keep them all safe.
Hyundai also had a heartwarming message about how they take care of their drivers, just like parents take care of kids:
The Super Bowl is a natural arena for Hero brand archetype messages, and Duracell nailed it with the spot about Derrick Coleman overcoming the fact that he was deaf to end up playing in the NFL.
There weren’t a ton of strong Creator brand archetype spots to pick from, but Beats with Ellen had a message about individuality and finding the right music to express yourself.
Comment below: what was your favorite Super Bowl commercial??