How to evaluate the Super Bowl ads

February 8, 2010

Every year, during the day after the Super Bowl, there is a lot of chatter about the best and worst ads that debuted during the big game.  If you haven’t had a chance to catch up on the conversation, or if you somehow missed the game Sunday night, AdAge has all of the spots available for your viewing pleasure.  For me, I personally walked away from the TV with the overwhelming sense of having seen two types of dramatic executions over and over again:  violence and men in their underwear.

Despite these two themes, I did have a few favorite ads, however I won’t go so far to say what ads were ‘good’ or ‘bad’ in terms of their overall effectiveness.  I don’t really see how I could, given that I am not the target customer for every brand or product that advertised during the Super Bowl.  This is why I find the evaluation of the ads that takes place each year to be a little misleading.  Critics comment on and judge the ads based on what they found to be humorous, moving, or interesting.  However, since the ads are ultimately about persuading a target customer to buy or bond with a brand, isn’t it really only the target customer audience that can accurately evaluate the strength of any given ad?

With all of that said, for those of you who are still hungry to understand which ads were ‘good’ and which were ‘bad’ from this year’s Super Bowl, I present you with a few questions that you can use to help you decide for yourself.   Note as a support to my earlier point:  several of the key questions assume an understanding of and identification with the target customer.  Without this perspective and understanding, an evaluation just isn’t complete.

Questions for evaluating advertising:

  1. Is the story of the ad unique or different?
  2. Does the ad capture and keep the target customer’s attention?
  3. Does the story of the ad focus on the brand’s benefit?
  4. Is the ad meaningful to the target customer?
  5. Is the ad in line with the brand’s character?

So go ahead and think about the ads that you saw, for which you are a target customer.  Which ones were the best?

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