I had an extra credit assignment to watch the Super Bowl and analyze the ads. I had a lot of fun doing so. On my blog, I'll put a more informal analysis of my favorite ads.
The first successful theme that I saw in the ads was the addition of the Suits cast. E.L.F. had Jessica, Louis, and Donna. T-Mobile had Harvey and Mike. I found out about Suits through accounts on TikTok posting entire episodes through small snippets. Suits became more recognizable through TikTok. Therefore, E.L.F. and T-Mobile using actors from Suits to reprise their roles was a good marketing strategy to appeal to both Gen Z (TikTok users) and older fans of the show. The E.L.F. ad had more TikTok recognizable faces. I'm assuming that their audience was mostly Gen Z.
CeraVe responded to a rumor that Michael Cera was the creator of CeraVe. They were able to effectively use his quirkiness to set up an ad campaign for three weeks before the Super Bowl. Then, they were able to set the record straight by saying that their product was created by dermatologists, not Michael Cera. This ad played on the brand's name as well as the name of a celebrity who was in two successful projects in 2023: Barbie and Scott Pilgrim Takes Off. I believe that this ad was primarily targeted to Gen Z and Millenials.
The ads that I saw with Jennifer Coolidge utilized the ditzy persona that a lot of her characters have. The one that stuck out to me the most was the ad for Discover's 24-hour customer service. There was no mention of Discover at all, just a funny customer service interaction that reminded me of my grandparents on a call. I think it was a funny and refreshing break from all the ads. Jennifer Coolidge was in the White Lotus and TikTok clips of Two Broke Girls. I believe that this ad was targeted for Millennials and Gen Z.
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