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Silly and sentimental. Advertisers play it safe this year. According to Nielsen, 51 percent of viewers prefer watching the Super Bowl commercials to watching the big game itself.
Super Bowl advertisers are known for using Trojan horse strategy to slip their ad messages inside our gated minds. The strategy relies on creating commercials so entertaining and popular, culturally or socially relevant, silly or sentimental that viewers actually want to pay attention...
In Super Bowl advertising, it might be the year of the familiar — familiar advertisers, familiar celebrities, familiar teasers, familiar promotional stunts and humor. Familiar is not all bad.
If success were easy, history would not be filled with numerous flops from advertisers. Not always are ads built on strong Super Bowl marketing strategy.
By Lorraine Kessler, Principal | Strategy & Client Service The Super Bowl is over. Maybe one of the best games ever.
Budweiser Positioning puts sales over sentiment for this year's Super Bowl® advertising Budweiser didn't exactly throw the puppies under the bus, but those pooches are definitely no longer on the payroll in…
There were no inflated expectations as far as the game went on Super Bowl Sunday. Deflated Seattle fans notwithstanding, the game delivered.
Eighty percent of Super Bowl ads don't sell. That's according to a new study by the research firm Communicus.
Despite Super Bowl XLVII's historic 35-minute third-quarter blackout, the Big Show of Super Bowl advertising, what actor Bob Odenkirk's character in the Samsung Galaxy ad calls "El Plato Supremo!" went…
Today we send out a hearty "thank you" to all of our positioning friends who read and responded to Lorraine Kessler's excellent analysis of the best (and worst) Super Bowl…