Each year, the competition for big companies to steal the spotlight with eye-catching Super Bowl ads evolves. Gone are the days when simply having a visually distinct commercial – think Apple’s “1984” ad – was enough to create buzz beyond a company’s allotted airtime. With the cost of ads during the big game constantly escalating – now topping $5 million for a 30-second slot – the pressure is on for savvy marketers to find creative ways to maximize the expensive opportunity.
In recent years, we’ve seen an increase in A-list celebs starring in ads and a move to “leak” some spots online early to drive added exposure. This year’s trend in Super Bowl content marketing appears to be teaser trailers, ads that promote the ads that companies will use to promote their goods and services. While that may sound strange, the early results have been pretty fun.
Comedian Jon Lovitz plants the expectation that’ll we’ll hear more about Avocados From Mexico during the first quarter into our subconscious with this hypnotic teaser:
Kia’s teaser spot for their ad, featuring Melissa McCarthy, includes a tag letting you know it’ll be on during the third quarter.
Buffalo Wild Wings took a more vague approach, releasing this head-scratcher that’s sure to be followed up by additional ads featuring recent Hall of Fame inductee Brett Favre
Will a pre-awareness blitz via social media marketing mean more exposure for these ads? Some companies are shelling out big bucks to find out. As long as they continue to be this fun, we’re all for it.