YOUNGSTOWN, Ohio — The commercial for Uber Eats’ new service was clearly a favorite of Mahoning Valley advertising and marketing professionals watching the Super Bowl.
Ads for electric vehicles and financial services have joined the snack and drink ads that typically dominate the Super Bowl this year.
Several Mahoning Valley advertising and marketing professionals weighed in on their favorites from the spots airing during the contest on Sunday night.
George Farris, CEO of Farris Marketing, was among those who named “Uber Don’t Eats” as the best ad among ads this year. The spot highlighted the message that the delivery service delivers non-food items.
“This TV spot hits all the right boxes. It’s attention grabbing. It’s memorable. It’s humorous and uses a lot of celebrities,” Farris said.
“Memorable spots that grab attention would make most advertisers happy. But what makes this spot a great marketing success are its surprising and unexpected scenarios. The hilarious and absurd scenes in this spot guarantee that it will be shared by millions of people on social media, time and time again,” he continued. “As a result, the $6.5 million paid by Uber Eats for this location now becomes a much more profitable media buy.”
Plus, repeat sharing will generate new customers who want to try Uber Eats. “Or maybe they just want to own the bag that lied,” he said.
Jeff Hedrick, president of Prodigal Co. and Brand Scan Process, said the top three ads overall — based on their combination of entertainment value and strength to memorably sell the product — were the Uber ad. Eats starring Jennifer Coolidge, the Rocket Mortgage commercial starring Anna Kendrick, and the Verizon spot starring Jim Carrey.
“Rocket Mortgage and its Barbie concept were the best from a pure entertainment standpoint,” Hedrick said. “However, Uber Eats wins overall for its brilliance in announcing its new service – product delivery in addition to food – by showing funny and edgy scenes of people eating inedible products. This spot has created an instant and memorable awareness of a company’s pivot to a new service.”
Sarra Mohn, owner and president of Jet Creative, said the national ads looked “dull and trying too hard,” but joined Farris and Hedrich in drawing attention to the Uber Eats spot.
“If I had to pick the ad that looked Super Bowl quality, I guess Uber Eats wins for me,” she said. “He had this classic comedic setup that you know leads you to a funny reveal. I also don’t think it took all the celebrities to make it work, which further ensures that the concept was self-contained.
The ad that resonated with Rob Palowitz, CEO of Palo Creative, was about Coinbase, an exchange for trading bitcoin and other cryptocurrencies. While it wasn’t necessarily his favorite or the best, it seemed the most in tune with his business model and what the business was all about: risk.
The ad featured a black screen, music, and a QR code randomly zigzagging across the screen.
“At first you’re wondering what’s going on, waiting to see if there’s going to be another screen or if something else is going to happen. Then, when nothing else is happening and those seconds valuable and expensive cards were to expire until the next place, you found yourself in a mad rush to grab your cell phone to hurry and swipe your camera over the QR code before it disappeared. See where it got you “, he said.
“Luckily I did and it took me to a landing page to get people to sign up or log in, giving an offer to every person who did,” he said. for follow-up. “I thought it was risky to do this as it required some viewer interaction to capture exposure, but I was staying on target to their core. Cryptocurrency is risky to trade and volatile and this ad talked about it all the way, so they get my vote for really thinking outside the box and taking a huge risk.
Steve Cross, creative director at iSynergy, singled out FTX, which connected its unique Super Bowl spot to its Twitter account for an omnichannel strategy.
“If users followed their Twitter account and retweeted the Super Bowl ad, they were entered to win 7.54 bitcoins. The bitcoin giveaway amount was determined by when their ad aired,” Cross said. “FTX is able to quantify the effectiveness of its campaign by the number of Twitter followers gained.”
In this case, FTX added almost 200,000 new subscribers on Monday morning, an increase of nearly 70% from February 1. ad as part of a broader campaign activation strategy – win, win,” he said.
The collective winner among the ads was the electric vehicle, said Jim Houck, president of the Houck agency, Youngstown.
“I counted five electric vehicle spots from automakers like Chevrolet, BMW, Kia Polestar and GM as the parent company, and each took a different approach, from simple to nostalgic to humorous, robot dog and the retro movie character,” he said. “What they all had in common, however, was an incredibly cool vehicle that looked nothing like the EVs of early versions and collectively told the story that the electric passenger vehicle movement is among us and here to stay. .”
Of these, Houck chose BMW’s place – which featured Arnold Schwartzenegger as the retired Zeus – as his favorite. There were A-list celebrities, a catchy and relevant song “Electric Avenue” by Eddy Grant), the element of surprise generated by Schwartzenegger’s appearance, and “a beautiful product worthy of a big splash”, said he declared.
“Well, if Selma Hayek is the third or fourth most memorable aspect of a 30-second commercial, then it really is a production that has a lot going for it,” he added.
Among the EV spots, the star was the General Motors ad highlighting its Ultium platform that featured Mike Meyers as Doctor Evil — or EV-he — from the Austin Powers movies, said marketing executive Bill Rusu. of content for 898 Marketing.
“This commercial had everything you want in a Super Bowl commercial, including a great comedic premise, exciting celebrities and a sense of nostalgia that was perfectly suited to the audience of people most likely to buy an electric vehicle,” said Rusu. “Not to mention that in a sea of similarities promoting new electric vehicles, a little Doctor Evil has been a big part of helping GM reduce the clutter.
“In addition, the Ultium platform that will power GM’s electric future will be built in Lordstown. So I had to give some brownie points for the local connection,” he added.
This afternoon, return to BusinessJournalDaily.com for observations from local businesses and community leaders on last night’s ads.
Copyright 2022 The Business Journal, Youngstown, Ohio.