Super Bowl 2017 – advertising’s hits and misses
The Super Bowl has become one of the biggest events on the global marketing calendar, with one-off ads guaranteed to draw not only a huge televised audience in the US, but global coverage, too. Simon Canning rounds up this year’s crop, and discusses the best and worst with Andrew Cameron, Creative Director of Emotive.
The build up for the 2017 Super Bowl has been underway for weeks, with advertisers releasing teasers and even full campaigns ahead of the big game between the Falcons and the Patriots.
More than a dozen major advertiser have opted to wait for the game itself to show what their massive media spend has brought them. Many advertisers return year after year, while there are also a handful of brave rookie advertisers dipping their toe in the water for the first time – including one very bold Aussie winemaker.
And in what may be a first, a number of advertisers, including multinational giant, Budweiser, have used the game as a platform to make social commentary about American politics.
For many viewers the main game is not what happens off the field, but the battle between advertisers to be crowned Super Bowl ad of the year.
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