Telling the Story - the Standard of the Superbowls Past
by Danny Summers
Robert is always pushing us to "tell a story". He says every ad needs to tell a story. Looking back at some of the best of previous Superbowl ads, it seems there are a few common threads the very best share that come to mid... puppies and kids of course. And there are others that really just tell an inspiring story.
Before we step back in time, I want to share just one from this crop of Superbowl ads. It is the Kia 2 minute spot. It begins with a young boy in a cowboy hat telling the story about a small town in west Georgia. It really is a true story of a small town of "unknowns" creating something special.
As Robert's critique indicated, this year's crop of Superbowl ads may not be ones that you remember years from now. The standard that sets the bar for iconic images is really high and only a few are at that level. Here's just a few of the best over the years. (click on image to view)
2014 - Budweiser's Puppy Love ad became a hit with viewers as a Yellow Lab Puppy stole the hearts of everyone (including the Clydesdales)! The ad features no spoken words, except those in a song 'Let Her Go' by Passenger. It brings a smile every time you see it!
Budweiser also followed in 2015 with "Lost Dog" (or BestBuds). Both tell a story though imagery. WATCH IT HERE.
1984 - Apple's "1984." There are just a few Super Bowl ads that are seared into the American memory, and even fewer have had the impact of Apple's "1984" spot. At the end of the 60 second ad is the iconic tagline: "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like '1984.' (referring to George Orwell's book '1984'). Steve Jobs first introduced the ad during an Apple sales conference in October 1983 and in this 6 minutes video, he chronicles how IBM (Big Blue) dismisses personal computers and how "little David" conquers Goliath. WATCH IT HERE.
1980 - Coca-Cola's 'Mean' Joe Greene and Kid ad is one of the most iconic in Superbowl history. 'Mean' Joe Greene is a Pro Football Hall of Famer who played 13 seasons (1969-1981) as a defensive tackle for the Pittsburgh Steelers. The ad begins with an injured 'Mean' Joe hobbling toward the locker room when a timid little boy follows him and offers his Coke. A transformation happens when 'Mean Joe' accepts it and drinks it. "Mean Joe" becomes a real friend as he turns to the boy with a big smile and tosses his jersey as a thank you.
There is much more to this story that just this 30 second ad. First, click on the image above to revisit this advertising masterpiece. Then return to "the rest of the story" here.
What we don't know from this 30 seconds is it had a profound effect on 'Mean' Joe's reputation. Before the ad, he said, "people were intimidated by me. Afterwards they just wanted to give me a hug. Kids would come up to me and offer me a Coke."
In 2014, 'Mean' Joe visited the Coca-Cola corporate office in Atlanta along with Penny Hawkey, the copywriter for ad, to discuss the ad, its effect on his career and reputation. This 4 minutes gives you a real inside look at the ad's concept development, it's creation and the positive effects just one ad can have. WATCH IT BY CLICKING ON IMAGE