Here you go, the winner of all the 2015 Superbowl Ads as registered on Social Media. Not just that, this link alone has over 25 million views on YouTube...so online it'll have been huge.
Did it deserve it?
Ah yeah.
Tell a story and tell it well.
Not macho enough you think? But it's the side of blokes that makes us attractive to women and a haunting version of 'And I would walk 500 miles' shows that there's nothing you wouldn't do for your girl. Because you're a tough man.
And this will appeal to women because it's sentimental and the actor is a hunk.
That was the thinking.
Yeah it works.
Superbowl commercials cost an average of 4 million usd
for 30 seconds. But of course, the build-up on Social media and the 'excitement' that a new commercial brings, means that these Ads get a reach far beyond the showing on the night.
This year the controversy around Scarlett Johansson's commercial for Sodastream, shows how that impact can be extended. It made the front pages of a lot of newspapers and TV/Social media comment. Most advertisers release ads, about the ads, as previews to gain Social Media traction.
Doritos of course, get fans to write their Superbowl commercials, giving the campaign "legs" before airing.
Justifying the return is tough without that level of cut-through because the spots are expensive (Budweiser took 2 x 60 second spots this year = circa 16 million usd) so you have to grab the opportunity as Apple did in 1984.
Newcastle Brown Ale (you'll see it on this blog below) actually captured the Superbowl hype without having a commercial in the game. Real guerrilla tactics.
The top 5 Advertisers in the last 5 years are Budweiser, Pepsi, Hyundai, Chrysler and Coke in that order by expenditure. Interesting data from The Financial Times which shows that in order to get a return on that investment, Coke would need to sell 5.7m cans...but I think there's a point too about brand. They need to be seen as having a presence at The Superbowl in order to be quintessentially, pro-American.
Can the heritage of Budweiser for example, not be in The Superbowl?
It's a brand that's all part of Americana.
But is it worth it?
You better believe it when it's done cleverly.
In some ways, The Superbowl is a must have for brands that need the endorsement of American culture. It's more than just spot-buying, rather, an involvement in American society.
Budweiser is trying to own music. But then, isn't everyone.
I know of a number of brands who are trying to get into this space with dedicated music channels for users. The problem is, they won't and don't own music - that's Spotify, ITunes and a myriad of dedicated online streamers.
Budweiser has got into business with Facebook (10m bud fans there) and Vice with what they call their 'Made for Music' campaign trying to connect music fans with Bud. It includes "behind the scenes" video and photos. They're also focussed on helping new bands break into the spotlight - or read that as they're not prepared to pay the costs of streaming established bands.
There's also a Budweiser music festival.
There's nothing wrong with this per se - save the clear problems targeting music fans on Facebook who are under drinking age which has to be/should be a big big issue - except, if you're going to do it, do it right.
You need topline bands and artists that are available on the likes of Ireland's own, Muzu.tv. And music costs through royalties, big time. It's not cheap at the top end.
But there is no other way. Get into bed with a big established music online provider or frankly, don't do it.
It's just in danger of being as naff as it sounds.
