Anheuser Busch performed well in this year's Super Bowl with ads that not only resonated with viewers but also effectively built brand identity. While many brands relied on humor and celebrity endorsements, some ads stood out for their unexpected messages, such as T-Mobile's free texting initiative. Evaluating ad success involved various metrics, including USA Today's AdMeter and Kellogg Business School's ADPLAN ratings. The challenge lay in finding ads that balanced likeability with strong brand messaging, reflecting an evolving landscape in Super Bowl advertising.
In my co-authored book, Winning the Advertising Game, Lessons from the Super Bowl Ad Champions, we find that the combination of memorable brand differentiation and likeability of the ad is a winning combination.
This year's short list of winners was more difficult to pick than usual as some ads were well liked but did not do much to build the brand.
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