2015 Superbowl Ads

Superbowl ads are notorious every year for being the most innovative, entertaining, or outright controversial commercials found throughout television each year. This year I was a bit underwhelmed by the collective efforts but still there were a few that were well done. Superbowl ads are important as an advertising medium as they reach out to a large number of viewers and within that large number, there are a few different markets. There is the macho, American football watching, mans-man: this consumer is usually very pro-American, prideful, working man, drives a truck, has a family etc. This is probably the majority that the advertisers are reaching out to. Thus, they target their ads to be very "American" by nature, or in Weathertech's ad they emphasize that the product is "made in America, by Americans" etc. I noticed many of the ads also had a father role in the script. The ad for the Toyota Camry showed an american fathering his daughter as she grew up through different stages of her life, then he cried proudly as she was leaving to join the armed forces. This ad is aimed squarely at the market of American fathers that Toyota understood would be watching the Superbowl as they are the main consumer of the Superbowl. This ad was aimed for the prideful hearts of American fathers as it related to their special relationships with their daughters and even threw in pride in the American Armed Forces with the daughter character leaving home to be in the forces. This is a clever ad for a Japanese company! Obviously their U.S. division of marketing understands the Superbowl is an opportune time to market these family figures.
Anyways, the superbowl is an important medium because it gives the companies that exposure throughout most of the United States, as the superbowl is widely viewed across the whole nation. Likewise, they can target specific markets and reach them over several different states with one ad that spreads a unified pro-American message.
I thought the ad by Dodge entitled: "Here's to the next 100 years" was well done. It had sentiments about how to live fully by people over 100 years old. This was insightful. I also enjoyed that it showed one old man doing a burnout in a new dodge at the end of the ad. Dodge communicates their brand story by relating these life insights to the brand being in business for 100 years. They then say "Here's to the next 100 years" showing their desire to be a strong, wise brand for the forseeable future.
The Loctite glue commercial was interesting as well as it just had a bunch of awkward people doing awkward stuff, but they had loctite fanny packs so it was made to be an ad for glue. The content was bizarre which caught my eye though and was awkward enough to be somewhat humorous. A welcome change from the attempted heart-string pulling from most of the other advertisers. They related the ad content to the Loctite Glue brand by a couple saying that Loctite glue saved their marriage. This plays on the stickiness factor of glue in keeping things together literally. Nice save guys.