Every year since I went to Kellogg, I follow the Kellogg School Super Bowl Advertising Review which uses a strategic academic framework known as ADPLAN to evaluate the effectiveness of Super Bowl spots. The acronym instructs viewers to grade ads based on Attention, Distinction, Positioning, Linkage, Amplification and Net equity. This year, as I did in 2016, I again selected my 3 favorite ads and the biggest disappointment. I hereby summarize them by using the Kellogg framework.
Febreze
This ad was truly engaging with good narrator, cinematic score, and great images. Moreover, yes, it is kind of funny and first time you see it keeps you wondering "where this is going?". So yes, it's an unique delivery. A commercial about the break itself with unusual imagery. All of it build up to deliver the benefit" Febreze eliminates the stink after people do the number 2". Although the ad is long, the Febreze logo is displayed at the very beginning and comes back strongly at the end. Therefore, clear linkage. The funny element and unusual topic (toilets, smells, #2) will certainly get people to talk about it. Finally, the ad is consistent with their brand.
Wix.com
Now I want contrast my favorite ads with a weaker one. And like last year this is an interesting one because as a film, the Wix.com ad is great. But from a Marketing perspective, not perfect. The ad gets an A for attention grabbing, gotta give them that. Is it unique? Not necessarily, I mean, we all have seen an action movie before. But more importantly, there's a positioning problem while the category is described (tools to build a website), the benefit is totally unclear. Why should I use Wix.com instead of another option? What benefits will it bring me to do that in "the disruptive world"? And the ad is so packed with action that the brand gets diluted (even if they tried to avoid it). At times it makes you even wonder if the brand is actually the restaurant (Chez Felix). There will be amplification because the film itself is fun and with great action actors. But will it help build the brand further? Maybe a little bit, don't get me wrong, it's not all that bad. However, I think they miss a golden opportunity to instead of an OK ad make it a great one.
For more info on The Kellogg School Super Bowl Ad Review and the ADPLAN framework:
http://www.kellogg.northwestern.edu/news-events/superbowl/about/adplan-framework.aspx
This ad was truly engaging with good narrator, cinematic score, and great images. Moreover, yes, it is kind of funny and first time you see it keeps you wondering "where this is going?". So yes, it's an unique delivery. A commercial about the break itself with unusual imagery. All of it build up to deliver the benefit" Febreze eliminates the stink after people do the number 2". Although the ad is long, the Febreze logo is displayed at the very beginning and comes back strongly at the end. Therefore, clear linkage. The funny element and unusual topic (toilets, smells, #2) will certainly get people to talk about it. Finally, the ad is consistent with their brand.
Google Home
The ad engages the audience with an emotional touch, a catchy song and depicting family situations that we all (or at least Americans of several races and backgrounds) can relate to. It may not be the most distinct ad but for the reasons above it does it sufficiently. We can clearly spot the category and their goal is to introduce the product. We clearly get a glimpse of the benefits of the product can offer. Within 15 seconds the brand name "Ok Google" is mentioned and we see the product in action. It's very clear what this ad is all about. The emotional and personal touch will make this ad memorable to the target audience. And it's pretty consistent with the Google image. Great product intro!
Ford
Great ad as well, some interesting and funny situations that most of us can relate to. It does grab the attention. The humor, the images,good song but specially the award situations make the ad unique enough to stand out. The key here is that the category is auto makers and not a particular car brand. In that category Ford position themselves as a company of the future which is and will continue to deliver benefits to customer via a series of specific products/examples (beyond the car itself). The logo is always at the screen corner, is part of several scenes and when the voice enters the commercial, the narrator immediately tell us this is Ford and what they are doing. Clear brand linkage. It's a positive and interesting add that will get people to talk about it, specially because brings up self-driving cars. Great ad to build the corporate brand further.
Now I want contrast my favorite ads with a weaker one. And like last year this is an interesting one because as a film, the Wix.com ad is great. But from a Marketing perspective, not perfect. The ad gets an A for attention grabbing, gotta give them that. Is it unique? Not necessarily, I mean, we all have seen an action movie before. But more importantly, there's a positioning problem while the category is described (tools to build a website), the benefit is totally unclear. Why should I use Wix.com instead of another option? What benefits will it bring me to do that in "the disruptive world"? And the ad is so packed with action that the brand gets diluted (even if they tried to avoid it). At times it makes you even wonder if the brand is actually the restaurant (Chez Felix). There will be amplification because the film itself is fun and with great action actors. But will it help build the brand further? Maybe a little bit, don't get me wrong, it's not all that bad. However, I think they miss a golden opportunity to instead of an OK ad make it a great one.
For more info on The Kellogg School Super Bowl Ad Review and the ADPLAN framework:
http://www.kellogg.northwestern.edu/news-events/superbowl/about/adplan-framework.aspx
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