Adam Williams

Advice for marketers and small business owners

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Why Mercedes-Benz’ “Soul” was the best ad of Super Bowl XLVII

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There has been a lot of talk over the last two weeks about the Super Bowl ads and which ones were the best. As far as I’m concerned, the best ads are the ones that address a business need and move the sales needle.

The problem with a lot of the popular ads is just that they are funny. At times, it seems as if Super Bowl advertisers are just competing with each other to be the funniest or most talked about. Yes, that can translate into dollars but not always. Although Budweiser’s “Horse and Trainer Reunited” topped USA Today’s Ad Meter, I’m curious if it did much to move the sales needle.

(Caveat: I recognize that the creative brief for the Budweiser ad may have contained other objectives)

Mercedes-Benz’ “Soul” ad featuring Willem Dafoe was the best ad in Super Bowl XLVII because it’s designed to meet both of the criteria mentioned above.

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How ad agency mcgarrybowen and Honda Europe nailed the right consumer insight

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The objective of a brand promise is to identify a key need, desire or want based on a consumer insight, and then position your brand as the solution provider.

A campaign must balance creativity and communicating the brand promise.

Along those lines, I always keep my eyes open for ads that achieve two objectives.

  1. Identify an extremely compelling reason to buy
  2. Create an emotionally engaging message

It’s rare that I’m impressed. The Honda CRV campaign created by agency mcgarrybowen, however, astounded me.

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While nation mourns tragedy in Connecticut, Google profits from offensive ads

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Out of respect for the families of the victims of Sandy Hook Elementary, I have waited nearly two weeks to write this post. However, I think it’s an important issue.

I was on campus when I heard the news. I headed straight to the Internet to find out what was happening. As I pulled up the very first news article titled At least 26 dead in shooting at Connecticut elementary school, I was presented with an extremely offensive ad selected and served by Google (see image above or click here for a larger image).

The t-shirt in the ad from BadIdeaTshirts.com depicts a woman who has been shot with the phrase, “I’m fine.” Considering that the events of that day are some of the most horrific and heartbreaking in America’s recent history, this t-shirt and ad are, in my opinion, simply unacceptable and far over any line of common decency.

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Apple Genius Ads: It’s not often Apple makes a mistake

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You may recall a few months ago that Apple pulled its new Genius ad campaign. I will briefly use this campaign as an example of a company who momentarily forgot who they are.

One of the core messages that Apple has used in its advertising is just how simple a Mac is to use. The below commercial, titled Choose a Vista, exemplifies the Apple is easy message.

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5 Hour Energy’s 3000 doctor survey commercial is hoping to fool you

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As I’ve been watching the olympics over the last few days (go Team USA!), I’ve been impressed by quite a few commercials. Specifically, Proctor & Gamble, Nike and AT&T (you can see some of the commercials over at Forbes.com). Visa’s use of Morgan Freeman is pretty good as well, just not as imaginative.

However, the ad above from 5 Hour Energy left me dumbfounded, but not in the way the ad team had hoped. The ad insinuates or gives the impression that 73% of doctors surveyed recommended 5 Hour Energy.

But that isn’t the case at all.

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Disruptive advertising and using the unexpected

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I was first introduced to the concept of disruptive advertising by marketing agency Richter 7, based in Salt Lake City, Utah. They pride themselves in disrupting the status quo.

An example of disruptive advertising

Several years ago, Richter 7 produced a commercial (which I could not find online anywhere) showing a dumpster in a back alley.

You can hear a baby crying, screaming even.

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