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Super Bowl XLIV Bonanza

Super Bowl 2010

Another Super bowl concluded with the New Orleans Saints defeating the Indianapolis Colts’, 31 to 17. And we saw almost 60 ads aired by different corporations to vie for 106 million people who saw the bout on T.V and hence becoming the worlds most watched programme ever.

This years Super Bowl too saw Humor as a common strategy to gain the viewer attention.

U.S.A Todays Ad Meter ranked the first three ads in the following manner

  1. Snickers
  2. Doritos
  3. Bud Light

We need to take into concern that these ratings are derived out of an instant rating system from a focus group. USA TODAY’s Ad Meter tracks the second-by-second responses of a panel of viewers to ads during the Super Bowl and ranks them from best to worst. Hence, it might be too shortsighted to hail an ad as the best of the Super Bowl.

Snickers ad was neither funny nor serious but somehow people could connect to their message of ‘You’re not you, When you are Hungry’. Plus, the element of unpredictability made it a good ad. Although, I wouldn’t call it as the best ad.

Doritos ran four spots this year, which were all placed in the top 20. The peoples favorite was the anti-bark collar ad. It was funny but I dont think it was better than the Samurai ad. It certainly did make Joshua Svoboda be an envy to investment bankers! He created the ad for a mere $300 and is entitled to win $600000 from Doritos for being the second best rated ad this year.

Bud Light as usual was quirky and funny and memorable. Witty lines and an amusing storyboard made sure that people noted it and were involved in it. I even liked the ‘Not light, not heavy‘ campaign that they ran. But again it could have been better for a beer that did not have ‘Light’ mentioned in its name. You can not have ‘Light’ mentioned in your brand and communicate that the beer is neither Light nor strong, it is Bud Light.

I liked the Hyundai (Also the biggest advertiser for this years Super Bowl) paint ad as well but after the recent recalls in the car industry from the Japanese car makers, the South Korean car maker would have had to suffer. However, like the last super bowl ads Hyundai was smart and short and even attacked the competitors, in this case, the Mercedes CLS550, to showcase their product as superior.

A special mention for Google that flirted with TV advertising with a beautiful ad (the best ad according to me). The ad was powerful enough to evoke an emotion on the faces of the viewer and hence, undoubtedly, distinct. Something, that we could all relate.

Go Daddy slipped down the popularity, probably due to a repeated theme line. However, I feel it created enough memorability and reinforcement. Especially, with its imagery continuing on sexy and affordable to all. Women as usual were a major part in all the ads.

Coca cola played its sleep walker ad. It was visually nice but not exactly a memorable one. It somehow did not gel with the ‘Open Happiness’ positioning.

Then there was Cars.com advertisement that again started off brilliantly introducing Timothy Richman but somehow you just wished there was some more to it. An average ad. It did not have humor nor was too serious and fell in the same genre of the Coca Cola ad. A little more of work and it could have been a above average ad.

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Why Yahoo is not Y!OU or Me. It is still Yahoo.

 Ok, so Yahoo revamped their website and promise you the best of experiences. The have a 100 million dollar budget and are splashing all across the world with Yahoo its Y!OU campaign. And India alone is supposed to be exposed to 10 million dollar worth of that promotion and a good chunk of the video has India in it.

Yahoo- Its You campaign - India

So is Yahoo going to all set to be ‘You’? Well honestly it is not. I have been seeing the communication for quite a lot of time but I haven’t been persuaded to go and check Yahoo as to what is new about it and if I have been lazy to be stuck with Google then I think there are a lot of people who are.

Well I did check yahoo and there seems to be some change around the corners. The content looks the same but there is a section to your left about favorites from which one can access FaceBook, and other websites that one wants to keep a tab upon. The changes are good and utilitarian but the contention here is about their communication. I did like the campaign and I must say that it has pretty high recall in my mind, I have seen imposing posters on malls and roads showing a normal person whom we might know in our daily life saying “ Internet is under new management, yours!” . But listen! I like the ad and I don’t hate the hoardings either and I agree that Yahoo has become more interactive but what is the use if it can not force me to go to the website to try out the change

I think there was a little bit of self indulgence by OnM and Yahoo when they made the ad. It just speaks about Yahoo and is shot through slick frames and a lot of style. But what they forgot to mention was why you should try Yahoo. Putting several people in a frame dancing, kissing, playing and celebrating does not tell me why I should go to Yahoo. Ok, fine, the internet is under my management and Yahoo is me or infact Y!OU but what more? I don’t understand what Yahoo wants to tell me when it says that you can manage your internet. Too generic. It’s like someone telling you that there is a good product in the market but you don’t know what it exactly is good at. What is Google? It is a search engine. What is Yahoo? Uh..uhmm..well..it has a search engine and shows news also and there is music also and..and..and..IT IS JUST VAGUE! And IT IS NOT ME!

The most important part of any advertisement is that it should sell the product. In today’s world, especially in the internet services segment, none is going to switch to your service until and unless you show them ‘The Reasons’ why they should shift to you. Some proposition where you clearly have an edge over your competitor, either you create it or you create a perception about it, so that people believe that there is a difference as Pablo Picasso remarked ‘Art is the lie that tells the truth’. Create a perception and make people believe that the perception is true.

Why you dont want to be Yahoo. Is it You?

They should have been direct. They should have spoken about the user interface, and the ability to access various apps and accounts through one page. ‘A one page destination to your internet’ should have been the framework for their positioning.

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