Super Bowl Ad Secrets: 6 Principles That Will Make You Build The Best Ads

By Nancy Lambert

So, what’s more exciting to you:

  1. Watching the Super Bowl or,
  2. Watching the highly-anticipated-because-they-are-so-outrageously-priced advertisements?

Personally, I must say that for me, as a marketer and a football fan, they are both equally exciting.

The Super Bowl is the one time, the one show when I actually want to watch the ads.

I mean, really, who out there actually went to the bathroom during a Super Bowl commercial?

I’m one of those people who must record their shows first just so I can fast forward through the commercials. Because, honestly, most of them are simply horrible.

And if I don’t have the option to fast forward through the commercials, then I mute them, play Spider Solitaire on my phone, and wait for my show to come back on.

Think about it: people originally started paying for Hulu so they could escape having to watch commercials during their favorite TV Shows. Since then, Hulu has become so popular that they too have commercials now.

But, if you upgrade for just a little bit more, you’re only forced to watch one commercial before your show starts, and that’s it.

And people buy it! I know this because my daughter immediately bought it the first time she had to experience watching commercials again.

I remember her exclaiming, “What am I even paying Hulu for if I have to watch commercials?!”

Then she proceeded to angrily hit the upgrade button.

Knowing this, companies were still willing to pay $5 million dollars for a 30-second ad this year during the Super Bowl, so surely, they were going to be better this time around, right?

Well, fortunately, this year had some ads that were much better than last year, thank goodness! (I was aghast at how bad they were last year…)

So, what was it that made them good this year as opposed to last year?

The Formula That Made Ads from Super Bowl LI A Success

One of my favorite books on messaging and advertising is called “Made To Stick” by Chip Heath and Dan Heath.

They outline 6 important principles to help ideas, ads, and messages “stick:”

  1. Simplicity
  2. Unexpectedness
  3. Concreteness
  4. Credibility
  5. Emotions
  6. Stories

A key part of most of these principles is stimulating memories of something that’s familiar to you.

You don’t always have to meet every single one of the 6 principles listed above in order for your message or advertisement to end up working. But, keep in mind that a successful ad usually uses a combination of several of the 6 principles.

Before you immediately start mixing and matching principles here, let’s first take a second to really understand each principle in detail. We don’t want you spending $5M on an ad and missing the mark.

1. Simplicity

Basically, “simplicity” is about getting your point down to a single core message that is both simple and profound.

You can try these two simple tactics to shorten your message:

  • Liken your words to a proverb
  • Make your message concise and brief

Yet, just because you make your message a short does not mean that you made your message strong.

The core of the message must also be profound.

A great example of this is President Go to the full article.

Source:: Business 2 Community

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