Les 10 spots préférés du superbowl 2014 de l'agence Leo Burnett France, analysés à la sauce HumanKind - la philosophie Leo Burnett.
Les marques qui ont une raison d'être capables d'inspirer des actes qui changent le comportement des gens sont des marques Humankind
Les liens des vidéos par ordre d'apparition:
- Budweiser: http://www.youtube.com/watch?v=uQB7QRyF4p4
- SodaStream: http://www.youtube.com/watch?v=nORgzCgQgDk
- H&M: http://www.youtube.com/watch?v=1yI5GVCqO7Y
- Volkswagen: http://www.youtube.com/watch?v=8iryH-Nemv0 (teaser) - http://www.youtube.com/watch?v=ns-p0BdUB5o
- Microsoft: http://www.youtube.com/watch?v=qaOvHKG0Tio
- Cheerios: http://www.youtube.com/watch?v=LKuQrKeGe6g
- Pepsi #1 : http://www.youtube.com/watch?v=meQKpdVgEjo
- Pepsi #2 : http://www.youtube.com/watch?v=oM4xO5azcvE
- Pepsi Halftime Show : http://www.youtube.com/watch?v=U-ci9a7wIJo
- Axe: http://www.youtube.com/watch?v=63b4O_2HCYM
- Jeep: http://www.youtube.com/watch?v=mHg9XSyd8Fo
- Doritos #1 : http://www.youtube.com/watch?v=FHY5pwgCY3w
- Doritos #2 : http://www.youtube.com/watch?v=Y-P0Hs0ADJY
- Doritos #3 : http://www.youtube.com/watch?v=oMdwJ7fyp00
- Doritos #4 : http://www.youtube.com/watch?v=MoANeCLWOjI
- Doritos #5 : http://www.youtube.com/watch?v=ugo7Y2lRsxc
- Chrysler: http://www.youtube.com/watch?v=KlSn8Isv-3M
- Newcastle #1: http://www.youtube.com/watch?v=9g9wXBkdWEg
- Newcastle #2 : http://www.youtube.com/watch?v=8ARF4VmUa1s
2. The Superbowl
Sunday, february 2nd, 2014 - Denver Broncos Vs Seattle Seahawks
$4 Million: the price for a 30s spot
$133,333: the price for each second
111 Million: the number of viewers
47.7 Million: the number people active on social media
25 Million: the number of tweets posted during the actual game
99.3%: the percentage of americans that will stay in front of their TV during the commercials
42.2%: the percentage of people that will be connected with a secondary screen (tablet, smartphone)
3. Budweiser - King of Beers
The brand:
One of the most sold beer in the world
With a very strong history, the brand has positioned itself
as a premium beer in the US Market
The brand is a historical Superbowl advertiser - Its
Clydesdales even became an icon in the US
5. What the planning thinks
What we liked:
- Cuteness and Warmth
- Designed to appeal the typical Superbowl fan
- Very strong connection between the brand and Clydesdales
What we did not like:
- Feeling of déja-vu - unoriginal (Clydesdales, same tone and
message as last year’s commercial) though it is a sequel
- Does not really tell much about the beer itself
6. About the HumanKind spirit
People: Every single American is proud of their country’s values. The film
reflects the reality of citizens from a country that suffered but that tends to
regain its pride of yore
Purpose: Claims the authenticity of the americana spirit, and helps enduring
American values
Participation: more than 150,000 social media actions before the big game,
rated #1 on the USAtoday.com Admeter. People who feel connected to
Budweiser’s point of view will tend to share the film that is nourished by the
emotional route
Populism: Populism is at the core of the film. They don’t have to have any
endorser or tirelessly talk about the product. People know Clydesdales are
Budweiser, and feel close to the brand that embodies their way of living: old
values though more up to date than ever
7. Sodastream, a smarter way to enjoy Soda
The brand: sells a machine that enables you
to make your own carbonated drink
(sparkling water or soda).
Positions itself as a healthy and eco-friendly
alternative to soda brands
8. Sorry Coke and Pepsi
http://www.youtube.com/watch?v=nORgzCgQgDk
10. What the planning thinks
What we liked:
- Fun & sexy
- Outspoken advocate (direct tackle to Coke
and Pepsi)
- Clear product benefit, with demonstration
What we did not like:
- Very bad publicity around Scarlett Johansson
(Oxfam resiliation)
- Not very fair to purposely make the same
mistake as last year (audacious, though)
- Too close to “Jen Aniston and Smartwater
“ (breaking the advertising codes)
11. About the HumanKind spirit
People: People are now ready to take a pledge to change things.
They are aware of leaders’ supremacy and feel they can change it
Purpose: The health topic can be sexy. The brand is here to
reconcile pleasure with health and ethics, which leaders do not do
Participation: The brand relied on the buzz implied by the
censorship, which definitely worked. As they say: bad publicity is
publicity. Also the do it yourself aspect of the product itself implies
participation
Populism: 7 Million views 3 days before the big Game? Quite self
explicit. People are aware that bigger brands are making fool of
them and recognize Sodastream as an alternative. Scarlett was a
good call to attract men and help counter the Coke and Pepsi’s
supremacy in terms of interest through their iconic positioning
12. H&M - The Stockholm based clothing brand
The brand: Sells affordable quality clothes based
on diversity in style and material to appeal as
much people as possible.
Positions itself as an affordable exclusive designed
clothing company
14. A week before
the Superbowl,
people were
invited to vote
for the ending
with the
Hashtags
#Covered and
#Uncovered,
through H&M’s
website
15. First commercial
ever to
introduce TCommerce.
People with a
samsung
connected TV
were able to
purchase the
new Beckham
line directly on
their TV
16. What the planning thinks
What we liked:
- Fun
- Sexy
- Engaging
What we did not like:
- Film was just another extended version of the teaser
- More expectation on the naked aspect after such a teasing
17. About the HumanKind spirit
People: People want to look good but not to the detriment of
performance (quality)
Purpose: Make fashion reachable for everyone
Participation: By implementing an online voting system urging
people to vote for their favorite ending, the brand clearly deserves
a high participation rate. Also it is the first T-commerce ad ever,
which clearly states how H&M aims at engaging people, live
Populism: David Beckham for sure was a good call. Through its
positioning, H&M became the one brand you think of when it
comes to clothing
18. Volkswagen - Das Auto
The Brand
VW is the second biggest car seller in the world.
The brand has a very particular history, and has always been a
very important Superbowl advertiser, and more recently, has
been a true genius with its teasing strategy
21. What the planning thinks
What we liked:
- Creative and funny
- Conveys a real benefit for various generations: German Quality
and reliability
What we did not like:
- Maybe a bit sexist ?
- Teaser reminds of SmartWater
22. About the HumanKind spirit
People: German cars are seen as boring and not fun, though
people recognize their performances
Purpose: Volkswagen matches and nourishes the reputation that
German cars are the best. It reaches excellence through humor
Participation: The teaser was very engaging, as it “scientifically”
proven, with all the miracle ingredients to make it go viral
Populism: Volkswagen has always created very fun and engaging
commercials, that became part of the brands positioning
23. The brand:
Microsoft is among the leading IT firms in the world
It has always been competing with other leading IT firms such as
Apple and IBM
25. What the planning thinks
What we liked:
- True celebration of the power of technology
- American style emotion and inspiration
- Clearly differentiated Microsoft from Apple (suggests that
Microsoft does things than matters while apple is all about music
and design)
- Raises awareness for ALS
What we did not like:
- Alignment with marketing strategy is weak (though it might be
useful)
- Could fit any leader IT brand, as is they needed to feel less guilty
26. About the HumanKind spirit
People: People reckon technology brings lots of good things,
though lots of controversies. They are aware that NITCs empower
them
Purpose: Microsoft’s mission is to empower everyone, as in not
only people who can afford a $1,000 laptop. They want to make
technology accessible
Participation: Not very act inspiring
Populism: Along with its product strategy, Microsoft demonstrates
trough this commercial the impact and meaning it can have on
people’s lives
27. The brand:
Cheerios is a General Mills breakfast cereal brand.
The brand has some health attributes, and is supposed to help
reduce heart disease chances
What is interesting is they got lots of racial backlashes when they
first introduced the family in a commercial a few months ago
29. What the planning thinks
What we liked:
- Charming and cute
- Simple and yet succeeding in conveying the message that
Cheerios brings happiness for breakfast
- Risking controversy
- Great targeting: moms,kids and middle class families
- Brilliant move by Cheerios to use their product as props for family
members
What we did not like:
- Product benefit is not clear, though it is voluntary
- A bit conventional, not Superbowl adequate
30. About the HumanKind spirit
People: Cheerios goes over the conventional and archetypical
vision of the family in an evolving America
Purpose: Cheerios brings love into the family
Participation: The film was clearly not engaging
Populism: Cheerios is a top of mind brands when it comes to
breakfast cereals
35. The brand:
Axe is a body spray and shower lotion by Unilever
The brand has a strong history of eccentricity and
fun in every commercial they produced
Huge campaign on masculinism, helps you “pick
up chicks”
36. Make Love not war #KissForPeace
http://www.youtube.com/watch?v=63b4O_2HCYM
37. What the planning thinks
What we liked:
- Emotional
- Well directed
What we did not like:
- A little overdramatic
- Weak link between creative route and the product
38. About the HumanKind spirit
People: People are tired of deodorant promising beauty while the
real benefice is about anti-sweat. Beauty is not the most important
thing
Purpose: Axe helps you be attractive rather than beautiful
Participation: The campaign is clearly engaging - does it actually
work for the target audience though ?
Populism: Axe is a brand that has always been able to entertain its
fans and maintain good relationships with them
39. The brand:
Jeep is an american car manufacturer, that
mainly produces SUVs and off-road vehicles
It is the symbol of Europe’s freedom, back in
the WWII
41. What the planning thinks
What we liked:
- Very inspiring through great storytelling
- Product highlight is great
- Universal values: liberty and restlessness
What we did not like:
- Lack of action
42. About the HumanKind spirit
People: SUVs have a clear purpose. People are offered such a huge
range of cars the the real benefit of having an SUV has been lost:
one doesn’t know why Jeep is better
Purpose: Facilitates your thirst for limitless experiences in a
limitless world - helps you leave your beaten paths
Participation: /
Populism: Jeep embodies the success for Europe’s freedom. In
that sense Jeep is part of conversations
43. Doritos
The brand:
Flavored tortilla chips.
Positions itself as a cool, fun, and
bonding snacking brand. Has a strong
history of hilarious commercials
44. Crash the Superbowl:
For the past eight years, Doritos has been running its Crash the superbowl contest. People are asked to submit
fun commercials promoting the brand:
• From 20 semi finalists announced, 15 will receive a $1,000 USD
• From the 5 finalists announced, 3 will receive a $25,000 USD as well as an invitation to attend the big game
• The second Grand prize winner (selected by Doritos) will receive a $50,000 USD as well as an invitation to
attend the big game and a seat as an assistant director for the next Avengers film
• The first Grand prize winner (the most voted video) will receive a
$1,000,000 USD as well as an invitation to attend the big game and a
seat as an assistant director for the next Avengers film
46. What the planning thinks
What we liked:
- Hilarious
- Engaging
- Very strong branding and positioning
What we did not like:
- No purpose
47. About the HumanKind spirit
People:
Purpose:
Participation: The idea of a contest is truly brilliant. People feel
committed to the brand. In that particular case, the brand is very
participative
Populism:
48. The Brand:
Chrysler is a Detroit-based car manufacturer
among the big-three american automobile
constructor
It had a strong impact on helping the city of
Detroit, and America, recover from the
economic crisis
50. What the planning thinks
What we liked:
- Americana
- Values transmitted: american pride, originality, american soul and
fineness
What we did not like:
- ”Let Asia Assemble your Phone” ?
- Imported from Detroit campaign starting to be a little old, and
starts sounding a bit déja-vu
51. About the HumanKind spirit
People: There is some kind of nostalgia is a lost America and
people believe it still exists. They want to know why they should
buy american when the world is ultra globalized
Purpose: Restore the american pride for americans
Participation:
Populism: Refers the heartstrings of Americans: their patriotism,
and has the ability to be part of conversations
52. The Brand:
Newcastle brown ale is a Scottish produced
beer
Though it is considered as a worker ale in the
UK, exports market tend to see it as trendy
and premium
56. What the planning thinks
What we liked:
- Realistic
- Fun
- Very well digitally integrated
57. About the HumanKind spirit
People: Helps people understand that you don’t
have to advertise on Superbowl to exist - Puts
Superbowl into its context
Purpose: No bollocks
Participation: Virality and fun are key to the film
Populism: Got to benefit from the Superbowl media
leverage without actually being part of it - and
actually claims it