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Why These 5 Ads Are The Best and Worst Super Bowl LIX Ads (Part One) | Perpetual Traffic EP 671
13 ideas de marketing sacadas de «Why These 5 Ads Are The Best and Worst Super Bowl LIX Ads (Part One) | Perpetual Traffic EP 671», de Perpetual Traffic…
- 13 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 31 min
- Publicada en 2025
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Mensaje y copywritingPara sostener el interés tras un gancho inicial impactante en los primeros 3 segundos, la estructura del anuncio debe generar un crescendo de variaciones conceptuales e inesperadas antes de revelar la marca o el remate final.
way and like you hooked me in we always talk about like great advertisements like you need a hook you need the first three seconds how what is that hook G to be how you gonna pull me in and where is this going like every pulse of the ad sustained my attention because it was more flabbergasting because it was shocking on on the first hook a crescendo of we're doubling down on this inspiration and then it came in with the clothes being like got you like you did
Escúchalo en el minuto 11:01
Marca y posicionamientoUn anuncio masivo de concienciación o impacto social corre el riesgo de diluirse en ruido mediático sin retorno comercial si no cuenta con una estela táctica ('tail') de iteraciones, alianzas y puntos de contacto contextuales que vinculen activamente el mensaje con la marca y el producto.
brand didn't land with me in this the opportunity is how do they leverage the initial commercial which is their brand play to extend further iterations of that campaign concept to bring home the product introduce the brand more for the company you need a tail on that they need a tail they need to have iterations they need to continue that their brand so that you can have that tail and connection otherwise it's going to be a really great campaign that uh looks good on earned media but I I had no idea till you just told me who that ad was from so it was effective from an
Escúchalo en el minuto 16:14
Humanizar la marca mediante personalidades para dinamizar el interés de la audiencia
Marca y posicionamientoPara revitalizar el interés y atraer nuevas audiencias hacia una categoría o marca, es más efectivo centrar el storytelling en las personalidades e historias individuales de sus protagonistas que limitarse a los datos técnicos, resultados o clasificaciones.
F1 really reinvigorated the entire sport not only through the Netflix series but also by caring about the individual personalities and as opposed to just looking at the rankings and there's the fascinating because they know what we know on this show is like you have to care about the personalities it's not just about who's winning and who's because I know who's gonna win Lewis always wins every race but they didn't care about Lewis Hamilton so they made the shift over to it so anyway so the
Escúchalo en el minuto 26:33
Los giros doctrinales abruptos en el posicionamiento alienan al cliente base y arriesgan el liderazgo de mercado
Marca y posicionamientoImplementar un cambio radical de posicionamiento y valores sin una transición progresiva aliena a la base demográfica histórica de la marca, provocando caídas severas de cuota de mercado y la pérdida del liderazgo frente a competidores directos.
major major blunder on a marketing like a massive like Business Schools are sure marketing blunder which you can get is is like they lost the number one status as the number one light beer it's now Modello oh whoa whoa yeah they have lost blunder there because they alien for those that don't know it's they went to woke almost is what people were saying campaign failed because it was such a Doctrine shift yep there was no ease
Escúchalo en el minuto 19:06
Mensaje y copywritingDiseñar anuncios que imiten el formato y tono del contenido principal (como una transmisión en vivo) rompe la ceguera publicitaria y recupera la atención de audiencias con atención dividida, potenciándose aún más si integra mitos o estereotipos del protagonista en beneficio del producto.
watch Tom Brady and it was the Duracell ad because it I I didn't know if they had gone back to the live broadcast or like but it immediately made me like look up from my phone because I heard his his voice I'm like all right we're back so from an Effectiveness standpoint like it got my attention and then it was kind of brilliant because the knock on him is that he's robotic and oh okay I he's he's self-aware but he kind of gets you know that he changes batteries on his his batteries I thought it went more to like the longevity of him so like you have durol his longevity of his career
Escúchalo en el minuto 28:16
Canales de adquisiciónEn transmisiones masivas donde la mayoría de marcas busca un tono generalista, pautar varios espacios secuenciales enfocados en un segmento desatendido y usando storytelling centrado en personajes atractivos maximiza el impacto y la adquisición de audiencia.
definition of impact longevity and uniqueness to the audience is going to be what Nascar did okay they had three different slots so they had a campaign thought that NASCAR's bid was the most impactful because they had three different spots and their first spot was like introducing a NASCAR current icon and then just it keept reinforcing and I because of the consistency of the ads showcasing it was doing good storytelling it wasn't just about the sport it was about the person and the just thought that it was leaning into an audience that was not very well served in the other ads so the reason…
Escúchalo en el minuto 22:27
Campañas de concienciación de problema como tope de embudo para demanda comercial indirecta
Marca y posicionamientoLas campañas masivas de concienciación o educación sobre un problema (como el diagnóstico y cribado de salud) funcionan como el extremo superior de un embudo que expande el mercado total y dirige el flujo hacia tratamientos o productos comerciales de la marca patrocinadora.
way back when the point is they sell drugs for multiple drugs actually for breast cancer treatment so what they are going is highlevel brand awareness to a certain degree awareness of an issue which does if you're thinking about it as a funnel eventually funnels down to a commercial intent so it wasn't just to commercial intent however like if you're significant investment you better have some kind of commercial intent but advertising is to sell more stuff at the
Escúchalo en el minuto 13:31
Marca y posicionamientoDesconectar los mensajes publicitarios de los valores y hábitos de consumo de la base histórica de clientes puede fracturar el apego a la marca y provocar la pérdida abrupta de cuota de mercado en favor de competidores.
into it and it just isolated people that don't share those same beliefs yeah so alienated their core audience which is basically gen Z Millennial men and post is Bud Light and then it wasn't after those commercials it always has been anyway the point is they lost that whole market and I think
Escúchalo en el minuto 20:07
Marca y posicionamientoDesconectar los mensajes publicitarios de los valores y hábitos de consumo de la base histórica de clientes puede fracturar el apego a la marca y provocar la pérdida abrupta de cuota de mercado en favor de competidores.
into it and it just isolated people that don't share those same beliefs yeah so alienated their core audience which is basically gen Z Millennial men and post is Bud Light and then it wasn't after those commercials it always has been anyway the point is they lost that whole market and I think
Escúchalo en el minuto 20:07
Usar la provocación y el giro de expectativas para captar atención en mensajes de concientización
Mensaje y copywritingEn campañas de concientización o salud, recurrir a un gancho provocador y ambiguo capta la atención de públicos divergentes antes de revelar el propósito real del mensaje, aumentando el impacto y la retención del contenido.
hand down Wanda Sykes and the breast cancer screening commercial where it was just like the perfect harmony of men watching the sport and Taylor Swift fans adapting to the sport and it was boobs it was done in a way that men paid attention women were pissed off and then women were like oh you know what yeah do pay attention to my boobs so that I can get uh breast cancer screening oh my
Escúchalo en el minuto 9:01
Diferenciación de marca frente a marcas blancas en categorías comoditizadas
Marca y posicionamientoEn categorías de consumo masivo comoditizadas o con baja frecuencia de compra, posicionar la marca sobre un atributo diferencial claro y memorable (como la durabilidad) protege la preferencia del cliente frente a las marcas blancas o de distribuidor en el momento de decisión.
anymore right true but if you do like do you choose the store brand or you go with Duracell like they've done a good job at differentiating there it's like I don't know if I wanted to last a little bit longer I guess I'll get the durac cels so it did that the fact that I remember was a duracel battery ad right there is good so Effectiveness
Escúchalo en el minuto 30:22
Canales de adquisiciónConstruir una narrativa de 'anuncio que no se emitirá' o satirizar la contratación de celebridades permite aprovechar el interés de grandes eventos culturales para conseguir cobertura en medios ganados sin asumir los altos costes de colocación de medios.
ahead no I just like historically speaking the like Newcastle Anna Kendrick not a Super Bowl ad was the most impactful one for me where she had done one that wasn't aired but it was in the promise of you hired Anna Kendrick she thinks she's going to do a Super Bowl commercial and then you're not actually going to make it a Super Bowl commercial and she's like what the heck
Escúchalo en el minuto 8:09
Canales de adquisiciónEl costo de pauta en medios masivos de máxima audiencia como la Super Bowl se sitúa en torno a los 7 millones de dólares por cada espacio de 30 segundos, excluyendo costos de producción y talento.
going to spend 7 million for 30 seconds without the production cost without the value take all that out of it like it's a significant investment you better have
Escúchalo en el minuto 14:27
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