Wednesday, February 8

SuperBowl 2012 Hidden Gems

We've been talking all week about the SuperBowl advertising - it's the marketers' holiday and I am having a blast.  There sure were a lot of big blockbuster productions for sure, like the epic nostalgic spots from Bud and the NFL.  It was a night of story telling and big budgets.  But there were also a lot of hidden gems that I'd like to point out.

The Best Buy spot got largely overlooked, and I thought it was quite clever.  Showcased all the innovators in smart phone technology and then featured Best Buy as the "unbiased" place to get the best phone and coverage.  Smart. - honestly never heard of the brand before and I'm not totally sure of the messaging here.  But a cute little gem of a spot that put a smile on my face and hopefully put the brand on the map.

Doritos came back this year with more consumer-created "SnackStrong Productions" spots and they were well done.  Not huge hits, I don't think, but well done nevertheless.  Especially considering the budgets.  This one about the relationship between man and his dog hit home for me.  Does make the point about intense snacking situations, that's for sure!

And finally, the spot from MetLife, while late in the game, was also noteworthy.  The messaging was spot on in that everyone, everyone, should be able to have financial security.

These are my favorite picks for the hidden gems from the SuperBowl.

Also noteworthy are the spots that are more obviously targeting women.  Not a lot ... but certainly my "Best in Show" pick from Bud Light "Weego", Dannon Oikos Greek Yogurt, and of course David Beckham at H&M.  The interesting thing about the David Beckham spot, which also makes it a hidden (well not so hidden) gem is that it could be viewed and understood in any situation (noisy, dark, quiet, bright) -- the spot works no matter how you view it.

Can't wait for next year!  What's your experience?  Jim.

Jim Joseph
President of Lippe Taylor
Author of The Experience Effect series
Professor at NYU

PS - We'll be doing live tweets again during the Grammy Awards this Sunday 2/12 at #GrammyExp on Twitter.  Join us!

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