Some of you may have wondered, so where is the Super Bowl ad post? Well, rather than post a couple of days after the Super Bowl, I thought I’d wait almost a month to post my opinion. Spoiler Alert: if you read my headline, then you already know my opinion.
Yes, in the moment of watching the Super Bowl, I thought there were some funny ads. But after almost a month has gone by, I can barely remember any of the ads or the products advertised. Which ad can you remember? What product was it for, and what call to action or reason to buy did the ad communicate? To be honest, the only ad I clearly recall is the CareerBuilder ad, and if you are a regular reader of my blog, you know I love their chimps. But even the CareerBuilder ad wasn’t GREAT advertising. Why? Well, I think it’s because – Funny Isn’t Enough. An ad may make you laugh in the moment, but to be truly transformative, it should connect you to the emotional or physical benefits of the brand. Check out the ad here:
Although the parking lot situation is very funny, it’s connection to the reasons people consider undertaking a job search is much looser than previous ads (see my October 2010 post if you’d like to see some of their previous ads). It’s a small nuance, but I think it makes a difference. After watching this year’s Super Bowl ad (which I’ve posted below), I laughed, but that voice inside of me wasn’t nodding and saying “yeah, I work with a bunch of idiots too.” Even more subtle, but just as significant in my mind was the change in CareerBuilder’s tagline to “Start Building.” Their previous tagline, “A better job awaits,” did a much better job. It leveraged the ad’s message of “I work with a bunch of idiots too”, but then provided a call to action and payoff … the hope for a better job.
What do you think? Can small changes to a campaign make a difference?
So whether you’re using humor in your next national TV or social media campaign, ask yourself if you’re first and foremost delivering a compelling message. If not, the last laugh could be on you.