As market researchers, we are in the fortunate position of getting a sneak peek at creative campaigns before they are launched. We get a look behind the curtain at concepts before they are vetted and tested, scripts that will continue to be scrutinized by clients and edited by patient, discerning copywriters, and storyboards that will become carefully crafted scenes by visionary directors.
This behind-the-scenes perspective gives us a particular kind of passion for great creative. With “Ad Bowl” 2018 around the corner, this passion has fueled tons of water cooler chatter about what each of us thinks the greatest Super Bowl ad of all time is.
Surprisingly, not one of these market researchers requested performance data to make this call…
Here are the spots that bubbled to the top (in no particular order).
Perhaps unsurprisingly, the results of this compilation pull out a truth about advertising that has always been true but is sometimes forgotten. It’s not just about selling units. All of these commercials play to emotion. Whether humor, nostalgia, fear or empowerment, these are memorable because they evoked feelings from the viewers (and francophiles).
And while brands and market researchers attempt to measure the impact these ads have on brand affinity and perception – what is the metric for becoming part of a cultural conversation every single year? Further, how do you measure making MDRG’s first ever Super Bowl Ad listacle?