Superbowl ads from 2014 had two main themes - tugging on heart strings with voiceovers and attempts to relate causes to brands. There was also a new technique of pairing ads one after another, as used by several advertisers like Wonderful Pistachios.
2. Fans’ Vote - Products
Which ONE of the following Superbowl 2014 ads MOST compels
you to buy the product advertised?
Dorit
os "Cow #1 21.0% (+3.1 / -2.8)
boy
Kid"
M&M
s#2 15.1% (+2.8 / -2.4)
"Deli
very"
Bud
Light
#3 14.5% (+2.7 / -2.4)
"Epic
Night
"
Chee
rios #4 12.7% (+2.6 / -2.2)
"Gra
cie"
Subw
ay "Frito
s
#6 10.4% (+2.4 / -2.0)
Chick
en
Enchi
lada"
Butte
rfinge
r#5 10.6% (+2.5 / -2.0)
"Cup
Ther
apy"
Chob
ani #7 8.5% (+2.3 / -1.9)
"Bear
"
Hein
z#8 7.1% (+2.0 / -1.6)
"Hum
"
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custom research
N=1,006
Augustine Fou
3. Fans’ Vote - Celebrity
Which ONE of these ads do you think "won" the Superbowl?
Tim Tebow - T-Mobile
#1 18.2% (+5.8 / -4.7)
"No Contract"
Scarlett Johansson #4 15.4% (+5.3 / -4.1)
Soda Stream
Ellen Degeneres #2 13.7% (+5.0 / -3.8)
Beats Music
Stephen Colbert #3 13.3% (+5.2 / -3.9)
Wonderful Pistachios
Bruce Willis - Honda
#5 11.0% (+4.6 / -3.4)
"The Hug"
Laurence Fishburne #7 9.9% (+4.4 / -3.1)
Kia "The Truth"
Johnny Galecki #6 10.7% (+5.2 / -3.7)
Hyundai "Nice"
custom research
N=378
John Stamos - Oikos
#8 7.9% (+4.5 / -2.9)
"The Spill"
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4. Ad Meter Top 10
Source: Ad Meter via USA Today Feb 4, 2014
Company
Spot
Quarte
Score
r
Budweiser
Puppy Love
4
8.29
Doritos
Cowboy Kid 4
7.58
Budweiser
Hero's
Welcome
3
7.21
Doritos
Time Machine 1
7.13
Radio Shack Phone Call
7
Hyundai
1
6.87
General Mills
Gracie
Cheerios
1
6.75
Microsoft
Technology
4
6.65
Coca Cola
Going All the
4
Way
6.42
Pepsi
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1
Soundcheck
6.3
Sixth Sense
HT
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17. BrandAds10 in Ad Effectiveness
Super Bowl 2014: Top
Source: BrandAds Feb 4, 2014
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18. So What?
“Overall the Superbowl ads of 2014 seemed
„blah‟ but the viral amplification online and
the fact that all of the ads were released
prior to the game meant advertisers got
more „soft circ‟ than they did in the past.”
- Dr. Augustine Fou
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19. Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. Using
video ads to supplement or replace TV ad
spend, means we can shift towards more
detailed measurement and calculation of
ROI.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
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LinkedIn: http://linkd.in/augustinefou
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@acfou
Augustine Fou