Oh yes, Super Bowl 50 is now over & done (at the point you are reading this)…and at this given point in time (Saturday evening, February 6th) I have not the slightest idea whether the Broncos, or the Panthers have taken the win. Quite frankly, I am more of a college sports gal – but it’s fun to watch the Super Bowl with the other 114.4 million viewers out there in the U.S. (based of the statistics from last year here)….
The year is 2016 – and guess how much the price was for a 30 second Super Bowl ad?
$5 MILLION DOLLARS.
Let’s just let that sink in for a bit (and check out this article here if you were wondering where this fact came from). I mean c’mon, that’s 5 times the amount that Dr. Evil said with dramatic effect in Austin Powers (but if we’re getting technical, significantly less than his “$100 billion dollars” shout out…).
Some of us may not even see/acquire that much money in a lifetime. Yet, here we’ve got companies able to just drop $5 mill. for 30 seconds of America’s time. Thank goodness most people have enough of an attention span to last that given amount of time?
For most of us, Super Bowl commercials come & go. We may review them in our Marketing lectures in college. It used to be I was straight up entertained by any & all Super Bowl commercials. When I think back on it, one of the only commercials that really sticks out in my mind is when a young boy dressed like Darth Vader using ‘the force’ turns on a new Volkswagen Jetta that’s sitting in the driveway (when secretly, his Dad is turning on the car from inside the house – if you don’t remember this commercial, check it out here). It’s incredible to me that this commercial aired in 2011, that was 5 years ago! Did it make me want to buy a Jetta? Nope, not one bit. Yet the cleverness, the targeted audience of Star Wars lovers, and the emotional appeal behind the commercial was very captivating.
Now, ads are just…interesting.
By the way, thanks Mountain Dew…for spending $5 million (?) to get “Puppy Monkey Baby” stuck in my head for all of eternity (insert straight faced emoji here because I’ve already laughed enough at the initial shock of watching the creepiness of the ad).
Instead of gluing my eyes to the TV during commercial breaks, I’m typically getting up to refill my plate of delicious snacks, grabbing a new refreshment, or any other random act that makes me turn/walk away. But then it struck me…the $5 million dollar ponder:
If I had a 30 second ad that I paid $5 million dollars for, what would I show to the 114.4 million viewers out there?
- Would it be for a fancy new gadget, or a brand new blender that can miraculously chop up anything you put into it?
- Would it be for a brand new delicious craft beer I took a liking to, or a piece of technology that enhanced my quality of life?
- Would it show me grabbing the keys to a new house, or a vacation of a lifetime?
- Would it be for a brand new exercise that’s changed my life, or a new lotion that has all the anti-aging ingredients that you could possibly put into one bottle?
No. None of those things at all. But I could imagine that you could rattle off thousands of commercials that feature the following.
You know what I would show in those 30 seconds?
An elapsed timeline of all the hugs & smiles I’ve ever shared with people in my lifetime.
Now before you hit the “X” in the top right corner because you’re thinking “Man this girl is crazy...” hear me out. All of the hugs & smiles I’ve shared in my lifetime are worth every bit of those $5 million dollars. In fact, they would be worth even more than $1 billion dollars.
Now, I know I am only one viewer/consumer – but when it comes to advertisements the one’s that capture me are the ones that have emotional appeal. You show me a story completely unrelated to your product but that pulls at my heart strings, you’ve captured my attention. Also, think about how many of these emotional appeal advertisements are captivating to a universal audience?
That’s where smiles & hugs come in.
A vast majority of people can relate to the following two categories. Think about all the bear hugs, embraces, radiating smiles, sheepish grins, etc. that you’ve experienced in your lifetime. They are absolutely priceless (Ok, so maybe this seems more like a Mastercard ad…), but I am not trying to sell a credit card here. I’m just trying to evoke a feeling. The feeling that comes bursting at the seams, or should I say the experience of “all the feels” when we give/receive a hug, or smile. Recall all of the special connections and people in your life that you’ve shared these particular moments in life with. In the future, it would be amazing to see that type of highlight reel.
That to me, is beyond worth $5 million dollars…even if it is just for 30 seconds.
If you paid $5 million for a 30 second Super Bowl ad, what would you share? I can’t wait to hear in the comments below!