The Super Bowl is a huge deal that hooks millions of people every year. The commercials are a central part of the spectacle and have become highly coveted by advertisers due to the limited ad space, massive audience, and high production value. These ads aim to capture viewers’ attention and make a lasting impression.
Below is a list of the five Super Bowl ads I watched:
- Google Pixel 8 “Javier in Frame”
- Dove “Hard Knocks”
- Silk “Feel Planty Good”
- Verizon with Beyonce
- Dunkin Donuts with Jennifer Lopez & Ben Affleck
Google Pixel 8 “Javier in Frame”
The commercial for the Google Pixel features Javier, a blind man whose life is beautifully documented through photos taken with the device’s Guided Frame feature. This feature helps Javier capture important moments, from spending time with his dog to witnessing the birth of his child, by indicating when faces are in the camera’s frame. The ad is emotionally powerful as viewers witness Javier’s journey through milestones, showcasing the emotional impact and accessibility of Pixel’s technology. The target audience for this ad includes consumers who are interested in innovative technology, those who value inclusivity and accessibility, and individuals who appreciate emotionally resonant storytelling. This ad may also appeal to those specifically interested in smartphone photography and features that enhance user experience.
Pros:
- Emotional Resonance: The advertisement effectively elicits emotional responses from viewers by showcasing Javier’s journey through life’s meaningful moments and emphasizing the importance of accessibility and inclusivity in technology.
- Representation and Normalization: By featuring a blind actor as the lead and portraying him as living a whole and fulfilling life, the ad contributes to normalizing disability representation in advertising, helping to break stereotypes and promote inclusivity.
Cons:
- Missed Opportunity for More Impact: The advertisement concluded with the sentence, “Captured your life, no matter how you experience it.” However, despite the emotional depth of Javier’s journey and the innovative technology showcased in the commercial, a more impactful and memorable message could have been used to leave a stronger impression on viewers. A more targeted and specific closing statement could have reinforced the ad’s themes of inclusivity, accessibility, and the power of technology to enhance people’s lives.
- Stronger Call-to-Action: They should include a clear and compelling call-to-action at the end of the commercial to motivate viewers to take action.
Dove “Hard Knocks”
The Dove commercial “Hard Knocks” is a touching portrayal of the challenges faced by young female athletes, both physically and emotionally, while participating in sports. The advertisement features young girls competing in various sports, experiencing falls, hits, and tumbles. However, the message goes beyond physical challenges, highlighting that 45% of girls quit sports by age 14 due to low body confidence. Dove aims to draw attention to the emotional toll these experiences can have on girls during a crucial time when their bodies change. The ad encourages viewers to recognize the significance of supporting girls’ self-esteem and body confidence in sports through Dove’s Body Confident Sports program.
Pros:
- Powerful Message: The commercial effectively raises awareness about the issue of low body confidence leading to girls dropping out of sports, shedding light on a significant societal problem.
- Creative Execution: By pairing an emotional message with the upbeat tune of “It’s a Hard Knock Life,” the ad balances seriousness and entertainment, engaging viewers and delivering its message.
Cons:
- Lack of Specificity: Although the commercial does well in highlighting the issue, it falls short of providing specific details about Dove’s Body Confident Sports program and how it plans to tackle the problem other than raising awareness.
- Potential for Misinterpretation: There is a possibility of misinterpretation in the ad. Some viewers might perceive the use of falls and hits in the first part of the commercial as reinforcing stereotypes about female athletes being physically delicate. This perception could undermine the message about the actual problem: low body confidence.