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Dunkin's Brilliant #SuperBowl Ad Strategy Dunkin' has nailed one of the smartest Super Bowl commercials this year. One of the challenges with Super Bowl ads is that hundreds of millions of people see them, so your ad needs to be relevant for everyone, while also resonating with your core customers. Let's talk about how Dunkin' accomplished this brilliantly: Humor is a Surefire Win: You can never go wrong with humor, and Ben Affleck absolutely crushed it with his hilarious performance in this ad. Star Power Appeals to a Wide Audience: Having Jennifer Lopez in the ad ensures that women are interested, and the fact that she's Ben Affleck's wife adds another layer of funny reliability. Leveraging Local Ties: Tom Brady's inclusion appeals to football fans, but it's also incredibly smart because Dunkin' was founded in Boston, and Brady has deep ties to the Boston-based New England Patriots. Reaching Gen Z: By featuring Jack Harlow, the popular singer/rapper, Dunkin' effectively targets Gen Z and engages fans of his music. Merch Matters: The best thing Dunkin' did was offer merchandise related to the ad afterward. There's nothing better than seeing something you love and being able to purchase it right away. We can learn from Dunkin's successful approach. Strive to create campaigns that are universally appealing while also speaking directly to your core audience. Leverage humour, star power, and local connections, and target different generations. Most importantly, provide opportunities for your audience to engage further with your brand through merchandise or other tangible offerings. By implementing these strategies, you'll create impactful, memorable campaigns that drive real results. #MarketingAnalysis #Dunking

#SuperBowlAds #hits #misses “If your ad doesn't come with a QR code in 2024, did it even air? Let's not make viewers play "Spot the URL" anymore. It's time for ads to be as smart as our phones. With QR-linked digital pages companies can maximize audience interaction and engagement. Effortlessly transform brand campaigns into direct-response spots with Digiphy Sarah (. #SuperBowlAds #MarketingFails #QRCodes #SuperBowl2024 #Digiphy BMW Group Dunkin' Statefarm Insurance CeraVe DoorDash Molson Coors Beverage Company ⬇️

🏈 Super Bowl Ads Decoded: Bridging Past Success with Today's Triumphs 🚀   👋 Let's dive deep into the spectacle of Super Bowl ads, where the past meets the present, unravelling the secrets behind the madness.   1. Tradition Meets Modernity Super Bowl ads aren't just about football; they're a cultural event. Historically, the game's colossal viewership makes it a marketing mecca. But in today's fast-paced world, the stakes are higher, and the competition is fiercer.   2. The Wow Effect: A Legacy of Impact Investing fortunes in Super Bowl ads isn't just a splurge; it's an investment in the "wow effect." These ads have become cultural phenomena, talked about for years. The legacy of iconic ads like Apple's 1984 or Budweiser's frogs is a testament to the enduring impact of Super Bowl advertising.   3. The Perfect Storm: High Stakes and High Rewards Consider the risk-reward ratio. Yes, it's a hefty investment, but the potential returns are astronomical. The chance to capture the attention of millions in one moment is unparalleled. The Super Bowl is a stage where brands can go big, leave an indelible mark, and, if successful, witness an immediate spike in brand recognition.   4. Lessons from Recent Triumphs: Authenticity, Humor, Emotion Reflecting on recent wins like Dunkin' and Google Pixel, a common thread emerges: authenticity, hardcore comedy, and emotional resonance. Today's audience craves real connections, genuine laughs, and moments that tug at their heartstrings.   5. Beyond the Hype: Tactical Wins DoorDash's literal, tactical approach is a nod to the changing landscape. In a world of humor and emotions, a straightforward, business-focused ad carved its niche. A brand lesson: Don't forget the power of a clear call-to-action.   6. Star Power: The "Cool" Quotient Verizon's Beyoncé collaboration, though risky, aimed to inject a dose of "cool." In the age of T-Mobile challenging the status quo, being cool matters. Even giants like Verizon recognize the need for a sprinkle of stardust to stay relevant.   Final Note: Super Bowl ads are not just about a game but about creating cultural moments. Investing in this prime advertising space isn't just a trend; it's a strategic move to capture attention, make a lasting impact, and be part of a legacy.   🍷 P.S. As we decode the Super Bowl ad legacy, what's your take on this year's winners? Drop your insights below.   #SuperBowlAds #MarketingStrategy #AdvertisingLegacy #CXSuccessJourney #MarketingMagic #BrandBuilding #CMO #MarketingLeadership   https://lnkd.in/eSe5-jPX

We need to talk about it. What commercials did you enjoy during the big game last night? Which one do you think was the worst? The absolute best for me? Dun-kings. https://lnkd.in/e6iJbjwp Also, Uber Eats and StateFarm also received high marks from me. However, there were many misses. Temu and Homes.com were two that stuck out. The Homes.com ads were entertaining (the subsequent ones much less entertaining than the one prior), but I don't understand their messaging - it wasn't cohesive, nor does it resonate with me. Pat McAfee said it best today: "You can see why I refuse to work with ad agencies; these folks are terrible at their jobs. They're spending other people's money, 'We're so creative,' no you're not. They suck, they all suck. Sorry, not all of them. I'm sure there's one or two ad agency reps that are good at their job, but everyone else sucks. They're bad. They're dumb. They lack creativity; they have no idea who humans are." I agree with Pat; if you want exceptional, creative results, you must partner with a niche boutique firm.

Advice from a 2,000-yr-old Ad Exec: Sometimes leadership is about driving the bus, sometimes it’s about enjoying the ride. The tricky part is recognizing the difference.   Bob Rose #smanyc #b2bagency #advertisingandmarketing

🏈 It's the day after the #Superbowl!!! And while most folks are still talking about the nail-biting game and overtime win - I'm just hyped about the ads and half-time show 💁♀️ For today's edition of #IconicAdsMonday, I'm sharing five ads that I think nailed it this year. What I noticed as an underling theme across my favorite ads and the halftime show was nostalgia. The ads were clearly targeting Millennials, a generation maturing into their new phase in adulthood and a higher earning bracket. ⭐ Here are my top 5 ⭐ 🍩 Dunkin': This was by far the standout. Anything with a heavy Bostonian accent and Fat Joe has my attention. Not only did they pay homage to one of my favorite films (Good Will Hunting), it pulls back the curtain on one of the most followed Hollywood couples - J.Lo and Ben Affleck - who famously got back together after decades apart. The ad is just the right amount of cringe, and plays enough fun at itself so you know to laugh along. Interestingly, it was produced by Ben Affleck and Matt Damon's own company, Artists Equity, and is part of a multipart commercial series. Curious to see what other campaigns they develop! 🥗 Uber Eats: I'm a Friends and Spice Girls fan, and somehow they managed to incorporate both into this ad. It was memorable and funny, while also expanding the awareness about what one can order with Uber Eats (i.e. that it isn't just food). Agency: Special U.S. ⛰Mountain Dew (PepsiCo): As a Parks & Recreation fan, I loved seeing Aubrey Plaza here. While I know she often plays into her deadpan expressions and dry sense of humor, they really hit the mark here in an effective way. Plus: the cameo at the end was fun surprise! Agency: Goodby Silverstein & Partners 🚗 BMW Group: Who doesn't love Christopher Walken? Here, we see the famed actor running into folks impersonating his legendary cadence. While the message of originality is nothing new with car ads, the way they executed this was superb. And again, great cameo in the end. This ad was also produced by Goodby Silverstein & Partners. 💻 Squarespace: I'm not sure I even want to know how much money they spent to get THE Martin Scorsese to direct their advertisement, but I loved the narrative and the message. It played up current events while evoking the message that Squarespace helps you standout. Agency: In House. What were your favorite Superbowl ads this year? Links to all ads shared below 👇 #Superbowl #Advertisements #BenAffleck #MattDamon #NFL #JLO #JenniferAnnisten #VictoriaBeckham #DavidBeckham #AubreyPlaza #MartinScorsese #ChristopherWalken #Usher #Ads #Marketing #Advertising #Dunkin #MoutainDew #BMW #Squarespace

Do #SuperBowl #ads work? This year's SB ads were expensive at $7 million each. They are designed to create a buzz. That means they get people talking. A 2015 McKinsey & Company study says that word of mouth accounts for 20-50% of purchases. I'll comment on whether or not they worked on me, a Gen Xer with decent buying power: 1. Dunkings boy band with Ben Affleck, Jennifer Lopez, Matt Damon, and Tom Brady -- I like this one the best and it's one that my friends are mentioning the most. I like math and Matt starred in a popular math movie. He also does a good deadpan look and eye roll line in the ad. Matt and Ben are super likable. Bennifer is a thing again. It reminded me that I love Dunkin coffee and now I want to go to Dunkin. I wasn't thinking about it before. I am already a huge Dunkin Donuts fan and always go back to Dunkin Donuts in Euclid, OH, where I grew up, for a cup of the best coffee in the world and sometimes a donut. Dunkin came late to San Jose, California, where I live so it became a more beloved brand when it was very hard to get. 2. Mayo Cat with Kate McKinnon -- Cat mom is searching in the fridge for a snack. The cat says, "Meow" or "mayo" depending on how you hear it. Kate represents the LGBQT community so it's a politically correct and modern ad: She's the first openly gay SNL cast member. A+ on the diversity front. The cat gets on a popular morning show due to its gift of gab. The concept is clever and people love animals in ads: Think Clydesdale horses and the puppy. I added it here because my brother-in-law in New Jersey mentioned it to me as his number one. It's cute but two things turn me off so it's not my winner. First I don't like the concept of Pete Davidson dating a cat: It's gross weird. By the way, when he was on SNL he was by far my favorite cast member. He's hilarious like Adam Sandler. The second reason this did not win first place is that they took the ad premise too far. I would have added a dog that said, "Woof" but meaning "roof" instead of acting like a meow is a big deal. 3. Dr. Umstick. I watched this once and it took me a minute to realize that it's Drumstick ice cream treats. Get it? Dr. Umstick = drumstick. The fact that it was not obvious made it more clever. Now I'm craving Drumsticks as a result and I have mentioned the ad as funny and clever to friends and family. Will I buy more Drumstick ice cream treats? Time will tell. I try to buy more leafy greens than any ice cream at this time of year. By the way I did not like the Bud Light ad with Peyton Manning. I did not understand it, for one. Secondly, I'm tired of seeing Manning's face everywhere. Third, Coors Light tastes better than Bud Light. I was tired of Tom Brady too but putting him in an ad with Ben and Matt made sense because they are associated with Boston. He's most associated with the N.E. Patriots. #publicrelations #buzz

What's your favorite part of the Super Bowl? I know it should be about the game, but for me, it's mostly about the food and the commercials. 🏈 For several years, I worked in the advertising industry, and the Super Bowl was an official holiday for us. The day after the game, we'd all bring in our leftovers, gather into rec room and proceed to re-watch every commercial that aired during the game and voting on our favorites. It was fun, yes, but it also helped us to see trends and understand what our clients were looking for. It's not much different for me today, except these days I pay much closer attention to the VO than the actual ideas. Trends change for us as well! Are things still super conversational, like you're talking to your best friend? Or are we leaning more toward an "announcery" read these days? Is the Millenial sound still popular? How much vocal fry do you hear? All these things help me to grow and serve my clients in the best possible way. I can't wait to hear what spots were your favorites! ✨ #Commercial #VoiceOver #SuperBowl #Advertising

Monday musings inspired by 'Hey Whipple, Squeeze This': The best ads don't just sell products, they sell emotions. https://lnkd.in/eABuApwk What's an ad that made you feel something recently? #EmotionalAdvertising #MondayThoughts #advertising

What do people like most about the Super Bowl?  49% chose the game. Let’s take a moment and talk about the commercials.  Many of the 2024 advertisers will be the perennial ones: Frito-Lay, Coors Light, Volkswagen, Pringles, Doritos, Turbo Tax. Why do these companies, who already have a high top of mind presence, continue to spend big dollars to reinforce their status? Because top of mind works.  There are many case studies through the years.  One year, Tide recovered everything it spent on its Super Bowl ad via ‘above and beyond’ consumer spending in two days!  In another year, Chrysler spent $9-million on their “Imported from Detroit” ad, and then attributed $400-million in sales to the commercial. Hmm.  Top of mind presence must be a very valuable place to be.  Share in the comments how you are making this idea work for you.