By: Meghan Saldutti
Super Bowl Commercials may or may not be more important than the actual football game. Every year, millions of Americans gather around their TVs to watch the two best NFL football teams go head to head to see who will bring home the Super Bowl trophy to the city they represent. Marketing teams take this is as an opportunity to advertise their products in the most creative and catching ways as possible. In the New York Times article “Super Bowl Commercials Go for Heart, Not Just Funny Bone”, author Emily Steel talks about how the “game plan” for the Super Bowl was to go straight for viewer’s hearts instead of making them laugh. Companies took this opportunity to talk about serious issues such as domestic violence, what it means to be a girl, and keeping children safe. Not all of the commercials were serious ones, though. Candy companies went for laughs, as well as T-Mobile, who used Kim Kardashian to mock herself taking selfies and posting them online 24/7.
Super Bowl commercials are expected to be funny to draw attention to certain products in order to market them properly. But perhaps marketing research teams realized to make their commercial and their products more memorable they decided to go with the more serious side of the stream. Perhaps they were aiming for a different audience such as young adults who would sympathize with the advertisements that were more sad.
Needs and wants of customers are something that must be taken into full consideration. In order to satisfy the “needs”, one must identify what a person feels deprived of. For example, in one of the Super Bowl Commercials that was aired, Budweiser portrayed a heart touching commercial about a horse rescuing a lost puppy and returning to its home. This portrayal captured the attention of millions of people, which means Budweiser advertised to millions of people and had the ability to satisfy the needs of many Americans with their ice cold beer. A “want” is a need that a person has that has been shaped by knowledge, culture, and personality. Budweiser chose to advertise their product by using a puppy that could draw attention to the audience of people 21 and older to market their alcoholic beverage.
When it comes to different targets of people, meaning ages, marketing professionals must find different ways to advertise their products. For example, in order to advertise to college students the product must somehow benefit the students, the price must be reasonable, the promotion strategy should be world of mouth and the placement of product must be easy to get to. In the New York Times article, Steel talks about how candy and snack brands went for laughs instead of seriousness. This could draw attention to college students because candy is easy to access and college students tend to snack a lot while studying or completing homework.
The Super Bowl commercials are good advertisements for all the companies who advertised because of the wide ranging audience who viewed the game this year. Some viewers were outraged by what was shown on TV and then took it upon themselves to go online and complain about it, which in the end is what marketers hope for because that means their product is worth talking about. Their mission has been accomplished: marketing their product to the world.