What we learned from the 2020 Super Bowl commercials

Aren’t commercials supposed to be the thing everybody skips? Not for the Super Bowl. What if you made a commercial that wasn’t just an interruption, but the feature? If you were watching the Super Bowl commercials as closely as us Hookers, you might have noticed a formula to turn an interruption, into a feature. Read on to discover the secret formula to the Super Bowl commercial.

Super Bowl Commercial #1: Doritos Cool Ranch Dance

This commercial aired five days ago on YouTube. However, it received most of its traction during the Super Bowl. The commercial sparked the hashtag Cool Ranch Dance, which was viewed 27.1 million times on TikTok, posted over 200 times on Instagram, and has accumulated over 9 million views on youtube! This just goes to show, getting Sam Elliot’s mustache jamming to Old Town Road is viral gold. Watch Lil Nas X and Sam Elliott Here

Super Bowl Commercial #1: Doritos Cool Ranch Dance

Super Bowl Commercial #2: Tide

Our hats go off to Tide. They managed to tell a much bigger story than one commercial could allow. With a series of commercials, Tide used a unique strategy to insert their brand throughout the Super Bowl. They began modestly, with a bit of a puzzler: popular actors, a couple of good jokes and a nonsensical premise.

The true craft of Tide’s commercial came throughout the Super Bowl, as we were reintroduced to Charlie Day, as he tried to fix a stain on his shirt, throughout time. They were even able to get into other commercials, some of which included Bud Knight, The Masked Singer, and Wonder Woman (that took some doing). On the surface, it seems silly and flip. But at the end of the Super Bowl, everybody is thinking of Tide.

Super Bowl Commercial #3: Bill Murray’s Ground Hog Day

I mean, come on. That groundhog was adrobz. Bill Murray is as well (shout out to our home town owner of the Saint Paul Saints!) Take my money JEEP! Did you notice JEEP started that commercial the same way Tide began theirs? Before the Super Bowl started, they used the iconic scene from Groundhog Day, with the alarm clock playing Sonny and Cher’s “I’ve Got You Babe.” But they cut it off right there, only to continue the story at a later point in the game. Genius! (And, as stated above, totally adorbz.)

Super Bowl Commercial #3: Bill Murray’s Ground Hog Day

Super Bowl Commercial #4: Planters’ Baby Nut

Super Bowl Commercial #4: Planters’ Baby Nut

Who else thought of Baby Yoda, when they saw Baby Nut?! A couple of weeks ago, we witnessed Mr. Peanut plunge to his death while trying to save Matt Walsh and Wesley Snipes. But last night, we were introduced to the new mascot for Planters. All the cuteness of Bill Murray’s groundhog buddy, with the brand recognition of a time-old cultural icon. They even called out the monocle, a tip of the top-hat to Planters for that one.

Super Bowl Commercial #5: Hyundai Wicked Smart Park

This commercial was anything but pedestrian (ha!). Something about watching Boston natives Chris Evans, John Krasinski and Rachel Dratch lampoon the famed “Southie” accent was immensely gratifying. This one had us rolling. That’s probably why everybody in your office is telling each other to go “pahk they cah in Havaad yaad.” Just like a good joke you can’t wait to tell a friend, that Hyundai commercial will be cracking up co-workers across America for weeks.

Super Bowl Commercial #5: Hyundai Wicked Smart Park

It’s okay if you didn’t catch the formula. Here’s what we found:

  1. Give ’em something to talk about. Turn your audience into an army of advocates.
  2. Nonsense works (Doritos/Tide/JEEP/Hyundai), if you follow up with a punchline that answers the question.
  3. The “cute factor” (JEEP/Planters) is timeless and melts hearts every time.
  4. Take a familiar idea or character (Planters) and turn it on its head.
  5. Successful campaigns are bigger than just the one touch-point.
  6. There’s a whole universe of social media swarming around the main idea.
Super Bowl ads are a SUPER example of how good branding works wonders for a product. That’s where we can help! If you want people talking about your business, hail a Hooker and let us help you create something memorable.

Author: Nate Barber and Roger Abercrombie

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