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- Hello, I'm Jimmy Lynn coming to you
from the LG Digital Studio at Georgetown University
School of Continuing Studies.
In focus today, Super Bowl ads:
A waste of money or smart marketing for brands?
I'm joined by Wendy Zajack,
Faculty Director and Assistant Professor,
for Integrated Marketing Communications
and our new Design Management Communications program
which just launched this fall.
Wendy, thank you very much for joining us.
- Thanks Jimmy.
- So Wendy, 30 second ads in Super Bowl this year
are gonna be north of five million.
Last year it was around 4.4 million.
Ten years ago it was 2.7 million.
Are they worth it?
- Yeah, it's a great question.
I think this is always, literally,
the million dollar question, right?
I think it really depends on what kind of brand you are.
If you think about the audiences
that are watching the Super Bowl,
they're huge audiences.
You get a lot of buzz before.
I think it can absolutely be a great brand decision
for the right kind of brand.
If you look at the advertisers;
I know we're gonna talk about that in a little bit.
If you're reaching out to these huge consumer audiences,
sounds insane,
but the eyeballs that you're gonna get on you
during that time, it can absolutely be worth it.
I think this year is kind of an interesting year.
We've got two, you know, huge markets.
We've got the Patriots,
so we've go that whole Northeast market there.
- In Washington, DC?
No, Philadelphia.
- (laughs) Right, yeah, and Eagles.
So, I think again those are two good teams,
probably the best would be that East coast, West Coast,
from an advertising perspective, but big markets,
big viewers, great rivalries.
So, I think its a good year.
- Yeah, and it's also good to have a team
that's loved or hated, and the Patriots are,
'cause they've won so many Super Bowls.
Versus the Eagles that have never won a Super Bowl.
- Right, so you've got a great story going in.
I'm sad that my Steelers didn't make it
but, you know, there's always next year.
- So, this is interesting.
This is also a Super Bowl for the ad agencies
and the marketers and the brands.
What's interesting is unlike when we were growing up,
they had that ad meter in USA Today.
You looked the next day.
Now it's immediate, right?
Because of Twitter, your Facebook,
you're gonna know immediately
whether consumers like or don't like your ad.
That's a lot of pressure.
- Yeah, it's a lot of pressure
and if you hit it big, it's a huge opportunity.
So, I think one of the cool things
that brands are doing today,
and you'll see it already starting,
you've probably already seen it.
They'll YouTube a little clip. - Right. Right.
They'll do a teaser, right? - Yeah, that's smart.
So, I think if you have a full plan around your ad,
again, five million seems outrageous.
- [Jimmy] Right, right.
- But, you can get so much coverage before and after
and how many of you have gone out and watched.
You know, Jimmy you probably did it too.
Go out and watch the YouTubes, right?
- [Jimmy] Yup, yup.
- So there you are seeing M&M, Doritos, Budweiser, Stella.
- [Jimmy] Right.
- You know, before the ad even airs.
There's a lot of buzz around it.
I think it's exciting.
- So, lets talk about those ads.
- [Wendy] Yeah.
- So, this year there are a lot of celebrities.
Peter Dinklage and Morgan Freeman are doing
the Mountain Dew, Doritos spot.
You have Matt Damon for the Stella Artois.
Jeff Bezos for the, that Alexa spot.
So, why are so many celebrities being used this year?
Is this the norm or is this a trend?
- Yeah.
- What do you thinks happening?
- Yeah, I think the trend has been to use celebrities
and again, they draw attention, we get excited to see
what those people that are in shows that we like,
are gonna be doing, or people that we have.
So, you're already spending the big money,
you might as well get that big name out there promoting.
So yeah, I think it's, I think celebrities
is something we're going to continue to see.
'Cause they generate buzz and we get excited
to see what they're going to be doing.
- Nice job by the CMO, putting the CEO
of the company in the spot, right?
- [Wendy] Yeah, exactly.
- Good move.
So, two of the big beer advertisers,
usually they're just pushing beer, right?
But this year two of the big advertisers,
Budweiser and Stella Artois,
they have their, Budweiser has a clean water initiative
dealing with the natural disasters
in Florida, and Texas, and Puerto Rico, and California.
Stella Artois is doing the clean water
to developing countries.
So, is this, there is more of an emphasis on focus,
this year, it seems on the feel good
cause related matters.
Is this a trend that's happening?
- Yeah, I think that this year is kind of interesting.
It's fun to watch both of those companies.
Budweiser always likes the heart string ads, right?
- Right, right.
Especially during the Olympics right?
- Right, yeah so. - The Clydesdales.
- I think it's kind of comfortable for them.
But it's fun to see them branch out a little bit
from beer and get into some cause related stuff.
I think that, where last year we saw,
sort of a very negative political climate,
and some hard-hitting issue ads.
I think what we're seeing this year is, kind of,
a lot more comedy.
- [Jimmy] Right.
- A lot more back off of that feel good,
cause related, but something we can feel good about, right?
- [Jimmy] Right, right.
- Stella, you buy this beer
and you're giving 10 people water.
The Budweiser, feel good about how a company,
a US company can respond.
- [Jimmy] Right, it's a really good ad.
- It's a really good ad. - Yeah.
- Yeah, so, I mean again I think we're--
I think we're countering a little bit
some of the negativity that's been in our culture.
- [Jimmy] Yep.
- For this last year, and they're funny ads.
M&M had Danny Devito as an M&M.
- Danny Devito, right.
- So, I think, I think we are seeing
sort of a push-back on that.
Being a little more light and fun,
and trying to get away from issues.
- So, speaking of the interesting political times.
- [Wendy] Mmhmm
- DOCA, immigration reform, the diversity, right?
There's a lot of change going.
So, Lexus is targeting the gen-exers moving down.
You know, from the baby boomers.
There's a Lexus Black Panther themed Super Bowl spot
starring the Marvel superhero in the new Lexus spot.
So, the demographics are changing.
There's more diversity in these commercials.
Are they more specifically targeting
the multi-ethnic markets?
Is that also a trend?
- Yeah, I mean I think that's a trend
in advertising overall, I see that.
That will continue into the Olympics.
That will continue down the road.
I think brands are trying to figure out
where their market is,
and especially as they go for more millennials.
- [Jimmy] Right.
- Who this kind of diverse advertising appeals to.
- [Jimmy] Right.
- You're gonna see more different faces,
different colors, different creeds.
You know, whatever it is.
- I think it's fantastic.
- I do too.
I mean, I'm a fan, I think you're gonna see brands
are gonna be pushed to make a statement
in some of these areas, right? - Right.
- Their consumers are asking them:
Do you stand for the things that I stand for?
It gets into murky territory sometimes.
- [Jimmy] Right, absolutely.
- Especially if you really have a huge audience.
- [Jimmy] Right.
- How do you appeal to all of them?
And they'll be some mis-steps.
But I like the trend of seeing different faces.
You know, women, minorities, whatever it is.
- [Jimmy] Me too.
- Yeah, exactly. (laughs)
- So, let me end with this.
One last thing. - Yeah.
- So, I was at AOL, as you know, for a long time,
managing the sports partnerships,
the NFL partnership, for a decade.
So 2004 AOL was the sponsor of the Super Bowl Halftime Show
in Houston, Texas.
- [Wendy] Mmhmm.
- And that was Justin Timberlake, Janet Jackson.
It was not a good sponsorship for us, right?
(Wendy laughs)
- And then they went to all the old rock'n'roll guys
for the next few years to play it safe which was great.
- [Wendy] Yeah.
- So, this year Justin's coming back for the halftime show.
- [Wendy] Yeah.
- So, who's the best halftime?
Is it Bruno, Beyonce, Justin?
On you.
- Yeah, so you probably know, Jimmy, who I'm gonna pick.
I'm gonna go with my home-girl, Beyonce.
I think from an energy perspective,
I mean, she's the whole package, right?
- [Jimmy] Right.
- Music, dance, excitement.
Not that I don't like Justin and Bruno,
but if I'm picking overall,
I'd say I'd go Beyonce all the way.
- Fantastic.
Well Wendy, as always, thank you very much for joining us
and discuss this very important topic.
Thanks to everyone out there for watching.
Please stay tuned for more from the LG Digital Studio
at Georgetown SCS.
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