How the Winning Ads of Super Bowl Spent Nothing

Congratulations Viagra and the Taken Film Series

Two of the biggest winners of the Super Bowl weren’t playing on the field and didn’t spend $4 million dollars for an ad. They were the little blue pill, Viagra, which showed up in a Fiat commercial and the Taken film series featuring Liam Neeson who showed up in a Clash of Clans commercial. As of Thursday, the Clash of Clans video has 28 million+ views and the Fiat commercial has 8 million+ views. Not bad for two brands that most likely spent much less to be referenced in another brand’s $4 million dollar Super Bowl commercial.

 

If Only Budweiser Was Sold In Pet StoresĀ 

While I enjoyed, as did most of the Super Bowl audience, the Budweiser commercial with the lost puppy who finds its way back home, I do question the use of animals as “triggers” for beer. In Jonah Berger’s book ‘Contagious‘, he discusses the use of triggers to make products or ideas contagious.

Triggers are basically sights or sounds that remindĀ us of a brand. For example, the day Friday is a trigger for Rebecca Black’s song ‘Friday’, peanut butter is a trigger for jelly, and a cute lab puppy is a trigger for Budweiser. Other triggers for Budweiser are and have been Clydesdale horses, Dalmation dogs, frogs and Spuds MacKenzie. See a pattern here? They are all animals.

While commercials with animals get a lot of buzz, they aren’t the greatest trigger for a beer unless beer is sold in pet stores or in places where consumers would see these animal triggers. The best triggers to make a product or idea contagious are triggers that happen near where the product or idea is present or can be accessed quickly which is why the song Friday was a popular download on Fridays and peanut butter and jelly can usually be found in the same grocery aisle.