The Philadelphia Eagles triumphed the New England Patriots at this year’s Super Bowl. Off the field, humor and nostalgia triumphed as brands oped for lighthearted messages in a departure from last year’s politically tinged ads. Not everyone nailed it, though. Here are the brand winners and losers of Super Bowl LII.
Brand winners:
Brand Janet Jackson
An early winner in this year’s Super Bowl wasn’t even there. Justin Timberlake performed in the halftime show for the first time since the infamous wardrobe malfunction with Janet Jackson 14 years ago. People protested Jackson getting the brunt of the bad press for the nip slip using the hashtag #JanetJacksonAppreciationDay while panning Timberlake’s own wardrobe.
By the beginning of the second half, #JanetJacksonAppreciationDay had been used more than 77,000 times, with 91 percent of comments carrying a positive sentiment, according to Brandwatch.
Spotify jumped on the moment:
She influenced a generation. Celebrate #JanetJacksonAppreciationDay with us. This is: Janet Jackson. https://t.co/T1iNhbzb62
: Solaiman Fazel pic.twitter.com/uVLWv82ArQ
— Spotify (@Spotify) February 5, 2018
HQ
Two million people tuned into HQ, the real-time trivia app, at halftime after HQ announced it would give away $20,000, the most it’s given away at one time. That means that 2 million people tuned out (or at least had part of their attention aimed at their phones) when Justin Timberlake took the stage for the Pepsi Halftime Show. “No nip slips tonight, just high quality trivia,” HQ trivia host Scott Rogowsky said as he introduced the game. Seven minutes in, the audience size dropped to 1 million viewers as Timberlake ended his performance and the Super Bowl went into another commercial break. By the end of the HQ game, the app was still commanding the attention of more than 250,000 viewers.
Tide
The laundry soap took control of the Super Bowl on the TV and second screen with commercials in every quarter that referenced past popular Super Bowl ads and featured David Harbour, known for playing Jim Hopper in Netflix’s “Stranger Things.” In the spots, Harbour asks viewers to question every ad they see in the Super Bowl because every ad that has clean clothes must be a Tide ad.
During the game, there were 52,254 tweets around Tide, with tweets being 32 percent positive, 49 percent neutral and 19 percent negative.
Brand losers:
Dodge Ram
Dodge Ram’s ad showed workers and shots of Ram cars set against a Martin Luther King Jr. speech from 1968, sparking criticism by social media users for its use of an iconic civil rights speech to sell cars.
Wow so we using #MLK to sell Ram trucks???? Hell naw….#SuperBowl
— MissesE (@choclatecandi30) February 5, 2018
Non-feminist ads
In a year where the #MeToo movement took hold of the nation, brands missed out on taking advantage of an important cultural moment and a chance to appeal to women (who also happen to have 80 percent of purchasing power).
The 3% Conference analyzed all the Super Bowl ads and polled Twitter to see which ads had at least one woman who was defying stereotypes and acting as the hero of the ad. Many failed its test, according to 3%, including Kia, Budweiser, Intuit, Pepsi, Toyota, Yellow Tail Wine, Persil, TurboTax, SquareSpace, Febreze, Michelob Ultra, Pringles, Diet Coke, QuickenLoans, Doritos, Tide, Dodge, M&Ms and Sprint.
Kia, for one, got called out for stereotyping women as groupies in its Super Bowl spot:
having fun playing spot the female stereotype in these superbowl ads @kia went with the classic groupies #3percentsb #NotBuyingIt pic.twitter.com/RpATWHxCfy
— Maranda Ryser (@marandaryser) February 5, 2018
Brands trying to copy Oreo’s blackout glory
A short blackout during a commercial break in the second quarter had many recalling Oreo’s real-time “dunk in the dark” marketing coup in 2013. Some brands tried to relive the moment this time, but didn’t quite make the same impact.
Why you gotta keep us in the dark like that @NBC? #blackout #superbowl pic.twitter.com/38qaRuDoPY
— Doritos (@Doritos) February 5, 2018
Clean clothes are still clean in the dark. If it’s clean, it’s a #TideAd #SB52 #SBLII #blackout
— Tide (@tide) February 5, 2018
The post Brand winners and losers of Super Bowl LII appeared first on Digiday.
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