A look at which ads from Super Bowl XXVIII managed to both entertain and convince viewers to purchase, which may have persuaded a smaller group, and which used interesting and creative strategies.
By guest columnist Jeri Smith, president and chief executive of Communicus.
With the actual game being a near-blowout, this year's Super Bowl commercials were more needed than ever to add some entertainment to the event. The good news: This year's ads seemed a bit better than in years past, both at delighting and persuading.
So which ads may have managed both to entertain and convince people to buy (or consider buying) the brand?
Other commercials that were less engaging in the tough, cluttered Super Bowl environment, but perhaps persuaded a somewhat smaller group:
Ads with interesting creative strategies that were entertaining and might prove to be successful at producing impact on the brand:
One caveat: Denver fans will be joined by some major brands in feeling disappointed today. The fact that the game was almost a total shutout could mean that advertisers whose spots appeared late in the game could find themselves severely weakened as a result. Only time -- and post-game consumer research -- will tell.
Jeri Smith is president and chief executive of Communicus, an advertising research firm that specializes in isolating the impact of advertising and integrated communications campaigns on brands. Ms. Smith has focused her career on helping clients more intimately understand how their advertising is working, having spent more than 20 years at Communicus and another 15 years at DDB, leading consumer research, planning, and marketing information services units.
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