Last week, over one hundred and eleven million American TV viewers watched the NFL Super Bowl. This tradition is more than a game of football; it’s a powerful marketing opportunity. And the ads are an essential part the entertainment.
This is the opportunity for major brands to launch their new TV commercials. If they can afford it, that is.
With TV rates of upwards of US$3.8 million for a 30 second slot this year, and many ads running to a full minute, marketers pay handsomely to reach this audience. Of course, that doesn’t include production costs!
Approximately 50 new commercials were launched during the game, so the competition for the hearts and minds of the viewers was fierce, but the advertising agencies certainly rose to the challenge.
This ad is beautifully shot, the Fleetwood Mac soundtrack is poignant and the production values are flawless – it’s like a miniature movie! The story isn’t new, but it’s certainly a heart-warming take on the familiar. And the values of loyalty, trust and tradition are clearly and compellingly communicated.
Spending the equivalent of R71 million on a single one-minute TV spot might seem excessive, but at approximately 63c (South African) per contact, it doesn’t seem quite so extravagant when you look at the numbers. And since this is already the third most-shared Super Bowl TV ad ever, it has definitely succeeded in appealing to its audience.