What you really need to know about Super Bowl 2020

If you thought you already knew everything about Super Bowl, you're wrong! Gatesman´s team wrote the article below with the best and worst campaigns, plus three trends they picked up this year. Definitely worth to read!

Super Bowl Sunday. The biggest night for football brands. If you’re reading this you probably took your bathroom breaks and beer runs during the actual game on Sunday rather than the commercials (and may not even know who won). If that’s you – it’s okay, you’re not alone. So, if you were too ingrained in the moment to keep up with Gatesman’s live-tweeting of the best and worst ads of the night, here’s a recap of what you missed.

Before we dive in, it’s important to mention a few trends we picked up on this year:

  • Comedy – in today’s climate (when done the right) comedy seems to reign supreme and resonate most with viewers (think: Hyundai Sonata, T-Mobile, Amazon Alexa)
  • Celebs – it’s simple; celebs are recognizable and memorable, why wouldn’t you make Bill Murray, Post Malone or Chrissy Teigen the face of your campaign?
  • Cultural Messages – it’s always good to see brands take a stand (and sometimes a risk) by using this pivotal platform to share an impactful message (think: Olay, Verizon, Budweiser)

With those trends in mind, here are the top three best and worst ads, according to the Gatesman team.

BEST

1. Google, “Loretta”

a. Sentimental. Sweet. Showcases the product in a completely new light. In a pool of humorous, catchy spots Google caught your attention, pulled your heartstrings and made you think of the “Loretta” in your own life. It hit home and was a homerun in our opinion.

2. Hyundai Sonata, “Smaht Pahk”

a. If you don’t already have a Boston accent, you sure acquired one after watching this ad. While the 60-second spot featured four high-ranking celebs, that wasn’t the winning ingredient. The humor, cleverness and strategy behind making the product name the punchline throughout, made this an all-around win.

 

3. Rocket Mortgage by Quicken Loans, “Comfortable”

a. How do you make mortgage interesting and memorable? You feature Jason Momoa and then strip him of everything that makes him Jason Momoa. The shock factor of the actor tearing off his huge arms and abs made you laugh (and cringe) but most importantly, kept your attention and made us all relate to the comfortability of being home.

WORST

4. Walmart, “Famous Visitors”

a. It was Walmart’s first-ever Super Bowl spot and one of the first of the evening, but unfortunately not #1 for us. Like the store itself, there was a lot going on (cameos from Star Wars, Toy Story and Men in Black characters to name a few). The ad overall left us feeling confused when we should have been eager to try out the store’s “out of this world” curbside pick-up.

5. Planters, “Tribute”

a. When an ad in is set in a cemetery, it’s already a miss, and for Planters, it only continued downhill from there. The point of “killing off” its long-time mascot was quickly lost when “baby nut” was introduced seconds later. It seemed…pointless? There were too many distractions that made it hard for viewers to truly catch on to the story that Planters was trying to tell.

6. Proctor & Gamble, “When We Come Together”

a. Similar to the others, the message (which was ultimately a positive one) was completely lost in an array of brand mascots and iconic celebs (especially when we’re so used to associating Sofia Vegara with the Pepsi brand). Proctor & Gamble tried to build off of the iconic 2018 Tide ad, but unfortunately, the concept was overused and thus, overlooked this year.

Whether you agree with our rankings or not, we can likely all agree that the excitement surrounding Super Bowl ads will never go out of style and will continue to prompt conversation, set trends and inspire creativity in the world of advertising and beyond.

 

[ this article was written by Gatesman´s team ]