Super Bowl Commercial Top 5, Number 5

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The Super Bowl is over and the New York Giants have pulled off one of the greatest upsets in football history. There was also another competition between companies that produced the best commercial that ran during the Super Bowl. Each spot spent around 2.7 million dollars for the 30 second placement.  USAToday has the 2008 ad-meter ratings, and over the next 5 days I will give my humble opinion on the the top 5 most creative and memorable Super Bowl commercials for 2008.

Starting at number 5, Bridgestone created a terrific spot featuring screaming animals and people reacting to impending doom for a squirrel in the middle of road. Because the car has Bridgestone tires, the driver is able to easily maneuver around the animal. Great brand identity featuring the product in use. I especially liked the tiny insect scream. 

Apple Commercials Continue to be Funny

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Apple continues to create TV commercials that are funny and extend the brand. A recent Apple commercial, ‘Quote’, is another in a series of ads featuring the characters ‘Mac’ and ‘PC’. The spot promotes Leopard (their new operating system) and the reaction by ‘PC’.

Citibank Shows the Danger of Exercise

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Using unexpected humor can help identify your brand. A Citibank commercial shows the lighter side of defective merchandise while promoting their service. People love to laugh at themselves, so you don’t have to be serious about your product or service all of the time.

Knorr Frozen Entrees Uses a Bad Word

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Knorr Frozen Entrees has taken a different approach to reach their target audience. To get your attention, their TV commercial uses a bad word. It’s creative, interesting and it works. Think ouside-the-box with your target audience and you will attract attention to your company’s website as well.

Website Design Process, Part III

Now that you have identified your target audience and we now know who the competition is. We have a clear understanding of who is buying your product or service and who is selling it to them. What’s the next step in the website design process?

Step three is to establish your brand identity. This would include every aspect of your product or service. Think Starbucks for business people, Apple for ‘cool’ computer people and even Hannah Montana for ‘tween’ girls. Here are some thoughts for moving your brand identity forward. Answer these questions from the standpoint of your target audience.

- Does your company name make sense?
- Is your logo identifiable?
- Are the colors that you use consistent?
- Does your website match your print marketing materials?
- How does your brand differ from your competitors?
- What other brands does your target audience buy?

According to the American Marketing Association, a brand is a name, term, design, symbol or other feature that distinguishes products and services from competitive offerings. A brand has also been described as representing a consumers’ experience with an organization, product or service. Both descriptions are correct because a brand is what the product or service looks like and also what it feels like.

Spend a little time working on your brand identity. Ask current and potential customers what they think about your brand. Review the competition and see what works for them. You don’t have to re-invent the wheel. Just make life a little better for the target audience.

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