By: Dr. James McFarland, People Scientist
After months of anticipation, Super Bowl LVII has come and gone. With the watercooler discussions of the big game’s highlights (or low points) starting to fade, now is the perfect time to bring up what everyone has secretly been wondering: which of the Super Bowl commercials this year were the undisputed best in their class? Some might say such things are impossible to calculate. Or that mere mortals were never meant to meddle in these kinds of questions. However, here at Intermark Group, we have taken on this challenge and compiled a list of the top contenders and rated them according to their effective use of consumer psychology. Determining once and for all, which of them deserve to be known as the best ad spots of Super Bowl LVII.
Category #1: Best Use of Nostalgia. Nostalgia is one of the more effective approaches in the marketer’s toolbox. Not only does nostalgia lead to positive moods and better product recall, it also helps bolster social bonds and counteracts existing negative emotions. In fact, consumers will often seek out feelings of nostalgia when they are feeling threatened or uncertain. Given the tumultuous last three years (and the current unexpected debate about the possible existence of UFOs), this means that now is a really great time for marketers to leverage nostalgia in their messaging.
Our nominees for Best Use of Nostalgia are:
- Breaking Good (PopCorners)
- Rock Star (Workday)
- EVs On Screen (GM/Netflix)
- New Members Day (Michelob ULTRA)
- Not-So Clueless (Rakuten)
Now all these contenders showed a great use of nostalgic principles in returning Super Bowl viewers to happier and simpler times. But only one of them can be named this year’s winner, and the winner is…Workday with Rock Star! In this spot, Workday brought in five different legendary music figures (rock stars) to question the “rock star” labeling of Workday’s successful software, thereby not only connecting the consumers to the brand via a strong sense of familiarity but also working in a hefty dose of humor as well.
Category #2: Best Use of Tribalism. Meaning-making is an essential part of the human experience, and there are few things that provide greater meaning than feeling like we belong to a group or tribe. Being included in a group effectively increases an individual’s self-esteem, as well as their fondness, loyalty, and trust for the group and its other members. Without a doubt, bringing consumers “into the fold” is a highly effective marketing technique that never goes out of style.
Our nominees for Best Use of Tribalism are:
- Binky Dad (Kia)
- Love Your Enemies (He Gets Us)
- Thank You Canada (Crown Royal)
- We All Win (WeatherTech)
And coming in at number 1 is…Kia with Binky Dad! Again, feelings of uncertainty and doubt from the last few years have left all of us looking for common ground and a tribe of like-minded others that will have our back. Kia did an amazing job of providing all of these elements by bringing the viewers along in a collective effort to aid “binky dad” on his perilous journey (with just a little bit of humor to seal the deal).So, there you have it. The winners of Super Bowl LVII’s best-in-class ad spots according to principles of consumer psychology. If you have any questions or just want to let us know which spots would have gotten your vote for these coveted titles, give us a call (833-579-1905) or email us at [email protected].
