Our Blog: where do you stand?

Super Bowl Ads: Did They Support Their Products' Brand Messages?

By: Tammy Stankey | 02/02/2009

Super Bowl Sunday - where else can you find advertisers spending three million dollars in media time (and almost as much in production) to get their messages in front of a captive audience? Today, the talk around the water cooler is all about which ads were best liked. My opinion -- E*Trade worked well. While it wasn't something spectactular and new, its ads are always good for a smile, are immediately recognizeable and support the company's brand position of ease in trading.

But overall, I share the opinion of Mark Shupp, seen here on KSDK-TV talking about the commericals. To paraphrase, he thinks this year's crop of commercials was one of the weakest he has seen. I agree. In fact, I'd argue that very few even came close to supporting any sort of brand position. Maybe you'd suggest that the Bud Light "Meeting" ad, which includes the "drinkability" tag, supported the brand's market position, but then I'd argue, who wants their beer to be merely drinkable'? Isn't that the least you expect out of your beer?

What do you think? Which commercials did you like? You can see them all and vote here.

Posted in Brand Positioning