Selected Podcast

Big Game Commercial Highlight

For marketers, watching commercials during the Big Game can be just as exciting as the game itself. What brands scored an advertising touchdown this year? AMPERAGE will talk about their picks and what we can all learn from these big brands in this AMP UP podcast.
Big Game Commercial Highlight
Featuring:
Tiffini Kieler | Monte Bowden | Denise Hesser | Bryan Earnest
Tiffini has 16 years of design experience and a passion for all things art-related. She came to her AMPERAGE interview in a suit that matched her resume, and was the only person offered a job after having one interview. Tiffini is able to understand abstract ideas and turn them into art that tells the clients’ stories. Music is a staple for Tiffini; she enjoys listening to all varieties, describing her playlist as ”eclectic.” Tiffini loves spending time in the kitchen and has secretly always wanted to become a chef. You can find her spending time with family, painting, cooking or snuggling up by the fire under a stack of blankets. Tiffini moves the needle by putting her heart and soul into every project she’s involved with, and making sure each one exceeds client expectations. 

Monte started his career as a news intern for KWWL-TV, eventually working his way up to news director. His well-rounded background in storytelling, video production and management made him a great fit for an agency environment when AMPERAGE was looking for someone to do client PR work. With AMPERAGE since 2004, Monte has evolved with the company and serves as creative director for some of our top clients. A storyteller first and foremost, Monte is famous for doing some really long interviews. Clients can trust him with their stories, which he crafts to elicit an emotional response that moves people to action. Monte’s second claim to fame as a home brewer makes him popular among friends and co-workers. Most of Monte’s friends are not the type to say no to free beer. Monte’s favorite TV show is “The Great British Bake–Off,” and sometimes he is still afraid of the dark. 
Monte moves the needle by showing up and keeping up. 

Thirty-five years of media planning and buying experience has made Denise an excellent negotiator. She has oodles of media contacts and is always looking for the best opportunities for her clients. Denise never — and she means never — misses a deadline. Her favorite parts of her job are working with numbers and being able to work from home. When Denise isn’t at work, she sews and makes signs in her studio and then sells them locally. She’d like Jane Fonda to play her in a movie and hopes to look just as good as Jane when she is in her 80s. Denise’s favorite dance song is “Old Time Rock ‘n Roll” by Bob Seger. Denise moves the needle by always putting clients’ interests first and doing what it takes to get the job done. 

Bryan Earnest is President & CEO.
Transcription:

Bryan Earnest (Host): Hello, I'm Bryan Earnest. And this is the AMP UP podcast. Our topic today is the super ads we all saw recently in the big game. Joining me today are several members of our Amperage team. Well, welcome guys. First, our Media Director, Denise Hesser. Well, hi Denise.

Denise Hesser (Guest): How are you Bryan. Good morning and Happy Valentine's Day.

Host: Well, thank you. Good morning. And let me also introduce Tiffani Kieler, one of Amperage's Senior Art Directors. Good morning, Tiffani.

Tiffini Kieler (Guest): Good morning, Bryan.

Host: Hello, and last but not least, I'll introduce one of Amperage's experienced video producers. Mr. Monte Bowden. Hi Monte.

Monte Bowden (Guest): Good morning, Bryan.

Host: It's great to have you guys with us. I'm sure you're all recovering from sugar comas and food overload, and maybe even a bit of a, you know, a little bit of a headache this morning, but it was a fun game to watch.

I hope all of you guys watched this as we're going to talk a little bit about the commercials. It is estimated more than 96 million people tuned in to watch this year's Superbowl. That seems like a lot of people. And today on the AMP UP podcast, we're going to dive into the commercials a bit and share some of our thoughts. Hopefully a few things we discuss will resonate with you and will help with your advertising and media planning. Speaking of media planning, Denise, let's start with the program itself. You've worked in media for many, many years and have placed many ads in the big game. How have you seen the audience and the pricing for ads change over the years?

Denise: Well, Bryan, let's start with the investment for on a national level a 30 second commercial this year was 6.5 million and that's an increase from 5.5 million in 2021. But rumor also had it that the cost of some of the commercials in the Superbowl this year even went as high as 7.1 million because they were last minute buys.

So this year's price is actually the most expensive Superbowl ad price in the NFL history. And you know what, keep in mind that there are around 80 to 90 commercials airing during the Superbowl. So, you think of the revenue that that's bringing in.

Host: That's big money.

Denise: It is big money and it's funny because when you think of how much it is today, when the Superbowl first came out in 1967, a stock cost was around 37,500. And that doesn't sound like anything compared to the 5., 6.5 million, but it probably was a big deal back in 1967.

And, you know, we do buy commercials on the local level in the Cedar Rapids CMA, and even in Wausau market and a 30 second commercial here, in Cedar Rapids would go for, I would say between nine and $11,000.

Host: Wow. That's still a pretty big investment for people isn't it Denise?

Denise: Well it really is. And we typically try and buy the Superbowl in some sort of a package where we're getting commercials, not only in the Superbowl, but the pregame shows to kind of build up to that big game and the commercials in the game.

Host: Is that something you've seen change over the years, Denise, where it's that expanded pre-game and post-game so that it almost becomes a five or six hour block that advertisers are buying in versus just maybe the three or four for the game?

Denise: Yeah, it really is. I think people are trying to get more bang for their buck and they're just trying to, get more frequency leading up into the game and then have that spot, you know, within the game too.

Host: So what do you think Denise, you've been doing this for a long time, for advertisers, is this a good buy? Is it a good investment?

Denise: Keep in mind that the Superbowl is the most watched TV event in America. It's the biggest game of the year. And it's also the biggest day for advertisers. Is it a good investment? I think there's probably no better way to reach approximately a hundred million people at once than the Superbowl.

I mean, it's a big deal. And you know, talk about audience, not only people are tuning in to watch that game, but approximately 42% of people that are viewing the Superbowl are specifically tuning in to watch those commercials. So, people are going to the bathroom and getting their drink and food during the game, not during the commercials.

Host: Yeah, I think that can speak for a lot of us. We tend to talk a lot more on Monday about the commercials than we certainly do the game itself. I don't know about you guys, but I really didn't even have a dog in the fight, but I, certainly was rooting for some of the commercials to be great. Anything else that our clients who might be listening to this, or advertisers, any other thoughts you would share Denise about advertising in the Superbowl? Anything you've learned over the years?

Denise: The Superbowl commercials are, you know, they ramp up every year, they get better and better. And I think our clients want to be in that Superbowl. They want to have that prestigious placement and, I think they think if, you're in the Superbowl, you're the big dog.

I mean, if you've got the investment to go there, but I think I also would suggest that, you know, don't just put a commercial in the Superbowl and think that's all you need to do for marketing. You've got to keep up your marketing strategy and if it can include the Superbowl, then good for you.

Host: Thanks, Denise. You know, Monte, you've been producing commercials and videos and telling clients' stories for a very long time. So what commercials stood out to you that told a great story?

Monte: Thanks, Bryan. I just am fascinated by the numbers that Denise shares. You know, as they continue to get bigger every year and her certainly her last point about, you know, it can't be just the one spot. It's gotta be the whole strategy that you're building. But, as far as just a story, I think that pulled at the heart, I got to give the nod on that one to Toyota. I think, the brothers that they profiled, for the Paralympic spot, apologize, I don't recall their names, but I remember Toyota. And they've been doing that consistently, you know, showing us those stories that kind of pull at the heartstrings. Did it, did a nice job with that. I think as far as though, just my favorite spot as far as, you know, a brand that, that really just continues to grow its brand, you can't beat Anna Kendrick and Barbie. It's just something about what Rocket Mortgage did again, this year, a followup to Tracy Morgan. He's tough to top, you know, but there was Anna and Barbie and talking about, you know, what can kind of be a complicated oh housing market. How are we doing? But they really brought it down. Hey, let's talk about it through the eyes of a child.

Right. And I, no Barbies in my house, as we raised four boys, we had a lot of GI Joes, but still very relatable in taking, you know, some of those things that the little Barbie that was at the house flipper, and it just, it was super cute. And I was kind of, you know, waiting for that one spot throughout the game, you know, that you've kind of cheer for the big play. I was cheering for the big spot and there were a lot of really good things. But when that one hit, I just had to go with, Rocket Mortgage just coming through again or Rocket Home. I think they're in the midst of some rebranding, but I really enjoyed the spot and I think it was a very memorable.

Host: I was reflecting a little bit on the spots that I saw and I thought, okay, what's the strategy here? Some of them are tug at the heartstring, right? Some of them are, make me laugh. Some of them, finding some range of emotion, make me smarter. I felt like in some ways, like it was educating me. I felt that a lot about some of the electronic vehicle spots. I don't know if you felt something similar. I didn't feel a lot of the real tug at the heartstrings kind of spots this year. I was a little surprised that we didn't see more of that, but humor, talk about humor a little bit. Is that, is that difficult?

Monte: It's interesting. You know, when you think about who was on in the spots, you know, there were some traditional folks that we always see, you know, McDonald's was there early with some humor. I really liked that spot. I was, they were kind of in a top spot for me until, I was like, who's going to really make me laugh and have that good chuckle and, and be the thing that we're all going to talk about tomorrow, but McDonald's taking something, hey, don't we all struggle. It's our turn.

Host: Uh,

Monte: Yeah. And, and, and yet, it's got to irritate their employees, right. So, there's that, and it's so it's very relatable. It's very human. It's hard for all of us, as much as we know and think we have what we know what we want to order it's still ah. And then to take celebrities and say, hey, we all struggle. We get it. So, good job you know. But I think too, you think about some of the, the advertisers, the Bitcoins, the cryptocurrency, how did those guys pull at the heartstrings? So, I think that led to humor, Larry David, just always comes through, he came through for, I think that I'm not real familiar, but FTX crypto I wrote down. But just a really funny approach that they delivered as well.

Host: Yeah. His nah, that isn't going to work.

Monte: But I never get these things wrong.

Host: Larry David. Larry You know, you talked about being cute and being retro, right? Like a throwback to a past spot. I thought E-Trade did well with bringing the babies back, you know, they're cute as can be. And then, you can just tell the graphics have gotten better, right? I mean, the fact that the animation got better, that you really felt like those babies were delivering those lines, which is just makes it, that much better.

Monte: I was also going to give, you know, for, for brand, I had to give a mention to NFL what they did pregame with Halle Berry they're in LA and Hollywood, and bringing the great Superbowl football moments and the great Hollywood football moments. That was really good. And then within the Superbowl itself, the ad with the animated football players that came through the screen, hey look, they know what they've got for an audience, and they know how important the NFL brand is. The NFL did a really good job again, this year of really marketing themselves to their own audience.

Host: I reached out to my college kids and I said, okay guys, I'm sure you're watching tonight. Is there a favorite spot? And I thought, well, it was interesting. I got an E-Trade early and I even got a, you know, they love Ewan McGregor, so Expedia, but then all of a sudden late, you know, Doritos and Cheetos, they never disappoint. But then, they came through, when they saw that NFL spot, they were like winner winner, they just loved. And I think the fact that, you have a spot about the NFL in an NFL game, I thought. Hmm. What is that? What is that trying to tell us. A lot really good, creative stuff. Let me shift gears a little bit. Tiffani, I'm sure you had lots of favorites. I know you as a very, very creative out of the box thinker. You probably see things a little bit differently than Monte and I do. Were, were there one or two that jumped out to you for maybe their creativity?

Tiffini: Yeah. Thank you, Bryan. I would agree with Monte when he talked about Toyota, Start Your Impossible with the blind brothers. That one really stuck out. I have about three hearts on that one on my notes. Another one that I thought, and I think I've been hearing this, we talked about it last night when it was on, it was the, the QR code bouncing around for 60 minutes. Kind of at first it was interesting because kind of at first, nobody had like a reaction, but it just kept going and going. And I started watching the people that were here with me. We had about 15-20 people here and every single person kind of got their phones out, like, okay, what is this?

I said, nothing. I just wanted to see what people would say. And I thought it was interesting. Another thing I thought was interesting, is they clicked on it to see what it was, and that was it. And it kind of went nowhere. So, I thought, I thought that was kind of interesting. I'd like to kind of hear what everybody else thought about that one too.

Monte: And did you scan the code Bryan?

Tiffini: Did you scan it, Bryan?

Host: I was not a code scanner. No, I missed that opportunity. And I think, I, really wasn't up for the call to action, I guess.

Monte: I was watching with a couple of our family members, my oldest son and his wife, and, they both, you know, immediately they got their phone out and I finally, I okay. I'll do it. But yeah, the scan through strategy or click through strategy was pretty disappointing. I was hoping there would be something really cool on the other side. And it was just sign up for our stuff. A little disappointed.

Host: Yeah. So Tiffani what else jumped out to you to be, it was, you thought was really creative or, or

Tiffini Kieler (Guest): you

Host: you really reached you.

Tiffini: Definitely the sloth in the Hot Cheetos commercial. I thought that was pretty creative. The Electric Avenue song got me from across, the, you know, I wasn't, I was paying attention. I could only see it. And I was like, oh, we have to turn this up. So that got me for the BMW electric car. I thought that was good. And Selma was in it.

Host: Was that the one that and Arnold Schwartzenegger right. It was,

Tiffini: Yeah.

Host: I'm curious to know that was actually one of mine that was kind of fell flat for me. It tried to do so many things. It had Electric Avenue, it had Zeus. I couldn't figure out why Zeus and Selma Hayek and,

Monte: Yeah, but that little baby Pegasus was so cute. The little flying horsey, or I wished Arnold would have picked him up. That would have been hilarious. but it was really fun.

Host: Yeah. It just was a reminder of, you know, the spot that tries to do way too much. Right. It was just a lot happening in there. And I got all done and I went, oh, BMW. I think of classy, classic, something that would be more elegant and instead it was chaos.

Tiffini: Lots of stuff going on.

Monte: Yeah, more like Kia with their little robo dog that touched your heart. Right? doggies ah. Yeah, he got his charge.

Tiffini: Did anybody see the Mary J Blige was a big

Monte: favorite.

Denise: Yes.

Tiffini: That was, yes, that was probably one of my favorites too. It was, you know, get your screening for, for breast cancer. And it was her first superbowl commercial debut. So I thought, I thought that was really neat.

Monte: Yep. Hologic right? Breast cancer screening.

Denise: What did you guys think of the Uber Eats commercial?

Monte: No.

Tiffini: I liked the song.

Denise: When they started eating the deodorant and the lipstick, and I'm like, what what's going on here.

Host: My comment was, and maybe this is the advertiser in me. They, I feel like they're setting up a brand change that it's like, we've been Uber Eats, but now we're going to be more than food. So are we going to be something else, some kind of broader delivery name where, they're introducing the idea that now they're going to deliver more than food. I don't know, but, that seemed to make sense for me. So let's take this real quick. Denise, did you have a best of class? Did you have a favorite?

Denise: I, liked the Budweiser with the Clydesdale getting hurt and the concerned dog, cause I'm a sucker when it comes to a dog and Tiffani mentioned the Doritos Flamin Hot with the sloth. I thought that was a good one, but you know what? The one that I had to watch it a couple of times before I really got what was going on, was the Amazon Alexa with Scarlett Johannson. Alexa is reading your mind. And I thought, oh my goodness, if that were true, I would seriously need to get rid of mine. I mean, seriously. Wow. That could be dangerous.

Host: Tiffani, how about you?

Tiffini: Well, I think I stand by the Toyota, the Start Your Impossible. I'm, you know, I'm an emotionally driven person. And I think that really, really got me. I think that's the one that I would say the other one as a creative person, the bouncing QR code. I mean, and that was pretty creative. I mean, like, I think it was Monte that said, you know, they can't pull you emotionally, so what are they going to do? They have a bouncing QR code that changes colors and you know, it did, I did hear this morning that it, crashed all of their servers last night. So right wrong, good or bad.

Monte: Yeah I think I heard 20 million scans, something like that. I guess I was impressed that I got through when I, when I scanned it. That was my first thought was, wow, it worked. I'm just going to pick up on Toyota so the Toyota pulled at my heartstrings. Then later they made me laugh with keeping up with the Joneses with all the, all the famous Joneses driving their trucks around and then the Jonas brothers, which was cute. I, I'm not sure that it ended where I thought it might, but, it, it was just fun. And I think, it showed that, hey Toyota, they get it.

They can make us feel the feels and they can make us laugh the laughs and so, so good job Toyota, again. And, you know, they've been on with us throughout the Olympics. If you've been consuming that, with some spots, one of the things I wanted to maybe, ask Denise, if I can just interject for a moment here, Bryan, how important is it for placement Denise from your perspective media buy?

Because as I'm watching, you get to halftime, which we got halftime was a great show. I don't care who you are. That was, that was fun. But ad fatigue I've been watching, and I was obviously watching for a reason. I didn't know we were going to talk about this, but when you're in the second half, what's happening to audience Denise, how important is it to really be in that first half of the game? And, and is there real value of being later on when people tuned out, you know, the party's kind of winding down. I just wonder about the placement and how important that, that becomes.

Denise: You know, Monte if the game is really good, you know, it's a nailbiting game till the end. You're going to have viewership, you know, high throughout the whole game. I was kind of noticing too last night, who, who was in the first half and who was in the second half. I really do think it depends on the score of the game and who's playing. I noticed the ones at the end break too, after the game. And seeing how many people were still advertising, you know, after the game was over. And there were some big players there too. So, I think that's a hard question to answer, to be, you know, real specific as whether or not you should be in the first half or the second half. For local clients, I usually tell them, if we can get in the third quarter, that's probably a pretty good place to be.

I mean, if the teams kind of, somebody gets way ahead in the third, fourth quarter, then I think people start to tune out.

Monte: And that's where I think I saw your work. I saw a client placement, locally here, so great job.

Denise: we use, we actually have four clients in the Superbowl and one of them ran two spots.

Monte: Awesome.

Denise: That was pretty cool to see.

Host: All right. We've we've talked about all the good ones. Who really missed the mark? Tiffani, I'm going to start with you. Who was a swing and a miss for you?

Tiffini: So I have Carvana thumbs way down. That's what I have written on my paper.

Host: Thumbs way down.

Tiffini: Not even just down but way down. And to be honest with you, I don't even remember. I don't remember that commercial.

Denise: Oh, was that the one where the mom kept, is that the one, where the mom kept bragging about how she got her car?

Tiffini: Yeah, I think, I think. Shows how bad it is.

Host: So I know for you Tiffani way, thumbs down is the, is the opposite of three hearts. So, we, understand your scoring system. Not an award winner. Denise, how about you? Was there one that was just a dud?

Denise: I saw the one with Dolly Parton. It was for the phone. I don't remember what the phone was. And, then the second part to that commercial was Miley Cyrus and she was singing about the phone and I wasn't a real big fan of that one.

Host: I can agree with that. I thought the ad was a little disjointed, but you really can't argue the line that Dolly delivered about having to get the news. I have to get this off my chest. I mean, come on. That joke never gets old.

Denise: Yeah, I know that that was a good line.

Host: Yes. Yes. Monte, how about you a dud?

Monte: It's funny, I have a note here. I think I was just writing down, everybody's spots, next to WeatherTech. I think the people that make formats and stuff for your car, I just wrote down. Ouch. No, it was really them showing us their product or something. I thought you did that for the Superbowl. Come on guys. But I think a couple of others that I wish were more. We had Turkish Airlines had Morgan Freeman and booking.com had Idris Alba. I mean talk about two great voices personalities. It just didnt go anywhere. Yeah. It was cute. The booking.com but I thought, those are just a couple of my favorites.

Host: Yeah. Similarly for me, Monte. My dad who's in his late seventies, texted me this every year. He texts me with something of what is, which means he seen a commercial and has no idea what this organization is. This time it was what is Salesforce. And he said this beautiful spot from Matthew McConaughey and he's talking about, let's not go to the metaverse, let's stay right here.

And I'm thinking it's like for Expedia, let's go on a trip. Let's enjoy this country. Let's enjoy this world. And instead it's Salesforce. And I thought, how many people are sitting out there going what's a Salesforce. The other one for me was I got all done and I went, what is pole star two? I have idea what Pollstar two as. So, those were kind of, flat for me.

Monte: That spot was just all about let's let's poke our competitor. Right. Let's just take it to Tesla and, and all I was, I was waiting for the next spot from them to kind of finish their story. Maybe it will maybe it will be coming later, as it goes on,

Host: Well, lots of great spots to talk about today. I will be very conscious the next time I pull up to McDonald's that how many times I say, uh before I order. Definitely some great movies to see. I think we all will probably head back to the movie theaters, soon after this Superbowl. And I think we all know that Law and Order is back. Any other, parting words, any other spots you guys want to talk about? Monte?

Monte: Just a question for this group. A lot of the spots are we're seeing before Superbowl, you know, the pre-launch, what did, what were you guys' thoughts? Do you like seeing them in a head you'd like to be surprised? A lot of the great spots we'd already seen, I felt, that some of the ones that we mentioned, or they may have given us a little bit more, but we kind of already the curtain had been raised on those spots. Just where you disappointed that you'd seen it early, or where did you purposely stay away? I just wondered because we get Superbowl of sort of big game spots, that, are really before the big game.

Tiffini: actually glad that asked this. We had, internally last week we, in our design meeting, we kind of talked about that like some of them said, oh yeah, I'll, you know, I like to watch them beforehand and I purposely stay away to not see them so that I can take them in as a consumer. I want to see what everybody else is seeing. And I think I've always done that. And I like it better that way. So, you were talking about the Matthew McConaughey one. I had seen that one prior to, so when it came on, I just didn't watch it just because I had already seen it and we already had a conversation about it internally. So, I try to not watch them, you know, to get excited like everybody else, when they see it.

Host: Denise, how about you?

Denise: You know what I did watch from of them beforehand and I, agree with Tiffani then when they came on during the Superbowl, it was like, oh yeah, I had already seen that, but you know what? I was amazed at I guess, and I think it's, more and more every year of all the celebrities that are in the commercials. And of course, when I'd watch them and watching them before the show, you can kind of read the verbiage about the commercial and it's telling, you know, who's in the commercial and all that. So, that's what I kind of liked about watching them beforehand.

Host: Great information today, gang. I love the conversation. I appreciate your insights. You guys were super. Thank you.

Monte: Thanks for having us.

Tiffini: Thank You.

Host: You bet. You bet. Come back again. Well, that's it for today's AMP UP podcast. If you like what you've heard on our podcast, please share it. Go to amperagemarketing.com. Also, if you get a chance, please rate and review us, we appreciate any feedback and on behalf of all of us at Amperage, thank you. Check in on another podcast and we will help you move the needle.