My Personal Favorite Superbowl LIII Ad
PLEASE NOTE: THIS IS A BLOG POST FROM MY OLD ARCHIVED BLOG THAT I WROTE AS AN ASSIGNMENT FOR AN ADVERTISING CLASS ~ SPRING 2019
The 2019 Superbowl ended with a win for the Patriots, but which companies won the best commercial this year? For this year’s broadcast of Superbowl LIII, there were many companies advertising their products and used a variety of familiar faces from the media like Harrison Ford, Cardi B, Steve Carrell, Zoe Kravitz, Chance the Rapper, and even The Backstreet Boys. Out of all of the advertisements that aired that night, my favorite one and winner for best commercial this year has got to be the advertisement for Amazon Alexa entitled “Not Everything Makes the Cut.”
Amazon’s Superbowl Ad using humor and the out of the ordinary to generate interest for the product.
In this ad, Amazon shows that they plan to incorporate their Alexa assistant into more everyday products, however there have been a few products that were tested that didn’t work out and the outcomes ended up being humorous from an outside, or in this case the viewer’s, perspective. The everyday products included a toothbrush, a hot tub, a dog collar, and even on a space station.
By showing the humorous outcomes of putting Alexa into these objects, Amazon is utilizing the pathos appeal. When viewers/consumers think of something funny, they may think of this ad and associate this feeling of amusement with the product and want to buy one. This was a very well-used tactic.
Harrison Ford, who played Han Solo in the Star Wars films, was featured in the ad. He was the dog owner of the dog with the dog collar equipped with Alexa. Featuring Harrison Ford and showing that he uses the Amazon Alexa, even in this comedic scenario, makes the viewer generate an interest in the product. Especially if they are fans of Ford’s work.
Another ad I found interesting was the ad featuring Zoe Kravitz for Michelob Ultra Pure Gold beer. The ad featured Zoe in a tropical setting and she performs what is known as ASMR with a bottle of Michelob Ultra Pure Gold.
ASMR is a popular new sensation taking the internet by storm.
ASMR is an acronym standing for autonomous sensory meridian response. ASMR mainly refers to the experience of a tingling or static sensation that starts in one’s head and eases down the spine. This craze has been taking the spotlight on YouTube and other social media platforms in the form of videos with “oddly satisfying” noises and such.
Using ASMR was a interesting tactic to me, but it shows the consumers that they are still with the times. This also would help them appeal to the newer generation of beer consumers while also getting a laugh here and there.
Overall, the ads from Superbowl LIII were pretty good and filled with stars and familiar faces, but this Amazon Alexa ad was certainly my favorite in the line up and the honorable mention goes to the Michelob Ultra Pure Gold ad. I’m excited to see what some of the companies come up with for next year.
