Wednesday, February 6

Super Bowl 53 Advertising - The Responses

We're are witnessing a real, tangible "first" this year after the broadcast advertising of the Super Bowl commercials ... the responses are pouring in. Sure, we've seen viewers respond year after year and we've even seen some brands respond to each other on occasion (like Gillette's response to Schick above).

But never have we seen such a dynamic response to advertising from a big event like we are witnessing right now.

Immediately following Bud Light's spot declaring that their beer does not include corn syrup, the corn growers commented and asked to talk. Then on Tuesday, Miller Coors responded with their own story, via a full page ad in The New York Times. The brand called it a #corntroversy.

In case you missed it, here's the "corn syrup" Super Bowl spot from Bud Light:

In other disagreements, evidently the Hyundai "Elevator" spot caught the attention of a full-range of  "vegans" (not in a good way) when it referenced going to a vegan dinner party. Take a look:

PETA in particular released quite a direct statement as follows (picked up from The Washington Post):
“The trend of 2019 is taking the elevator UP to vegan dinner parties (and an Earth, heart, & animal-friendly lifestyle),” the organization said before attempting to hit Hyundai where it hurts:
“Instead of buying a car from people with outdated ideas, we suggest a vegan Smart car by Mercedes. Great mileage & acceleration, turns on a dime.”

And lest you think Maroon 5 itself isn't a brand, their responses post-halftime were quite smart as well. The band donated their fees to the Boys and Girls Club of America and Adam Levine's wife posted a picture of their daughters watching their dad on air. What a great way to shift the conversation. Who's going to pick on dad now?

As I said, I'm not sure we've ever seen this much direct response to television advertising before. And perhaps there's more to come ... it's only Wednesday morning!

What's your experience? JIM

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