Google and Microsoft withdraw from the Super Bowl advertising war, Reddit, Robinhood take advantage of the hot marketing
This year, many big technology companies withdrew from Super Bowl advertising, and many new advertisers joined the ranks. 5G, electric vehicles, and personal investment have become the focus of technology companies' publicity.
Unlike the competition for red envelopes in the domestic Spring Festival Gala, the advertising competition for the "Super Bowl" in the US Spring Festival Gala is mainly creative. Many people even come for the advertisements, and of course, there are midtime performances. In the past few years, technology companies have been attaching importance to this opportunity. Advertising is not necessarily a commodity but is mostly about promoting ideas and new technologies, either funny or warm, to come up with circles. In 2019, Microsoft launched an adaptive controller. In 2020, Google used a warm story to promote Google Assistant.
This year many big technology companies withdrew from Super Bowl ads, and only Amazon is still promoting Alexa. At the same time, many new advertisers have joined the ranks. 5G, electric vehicles, and personal investment have become the focus of publicity for technology companies.
5G is still hot
5G has been a hot topic in Super Bowl advertising in the past two years. T-Mobile still adopts a funny style, designing two virtual scenes to "warn" people not to rely on the network when making major decisions. This is actually to promote the stability advantages of the 5G network.
Verizon invited Samuel Jackson to speak to other players as a video game character. Don't attribute a mistake to a bad network because Verizon’s 5G network has low latency and can even run host-level Cloud gaming. At the end of the ad, Samuel Jackson was eaten by a rugby player riding a shark, and here is a tribute to his early movie "Deep Sea Shark".
Automobile companies get together to promote pure electric
Cadillac invited "Sweet Tea" to reinterpret the classic movie "Edward Scissorhands". Born with a pair of scissors hands, he has received strange eyes from others for many things, but he also has a dream of being a driver. So at the end of the advertisement, Edward received Cadillac's new electric car LYRIQ.
Don't underestimate individual power. Reddit bought a 5-second advertisement on the Super Bowl. The content is a simple post. It is said that all their marketing expenses were spent. Of course, it is the story of WallStreetBets forum retail investors fighting short funds some time ago. The translation is as follows:
"Wow, this is really okay.
If you see this, it means that our money has not been spent in vain.
The advertising space for the Super Bowl is very expensive, so we cannot afford a full advertising space. But we were really encouraged, so we decided to spend our entire marketing budget on this 5 seconds of broadcast time. One thing we learned from the Reddit community last week is that when a group of weak people comes together around a common idea, they can do anything.
Who can think of it, maybe you will be the reason why you have to add a chapter "tendencies" (the original meaning of chicken strips, also refers to the return on investment) chapter in the financial textbook, maybe you will help the r/SuperbOwl forum to show the world the majesty of the owl, maybe you still This 5-second ad will be paused.
When people unite around the things they really care about, great things happen. This place is called Reddit."
Robinhood also received a lot of attention during the GameStop event. Like Reddit, they are the first Super Bowl ads. The advertising content shows that people of different professions are investing in themselves. This is the advantage of Robinhood, which allows everyone to participate in the investment.
The annual Super Bowl advertisement is an important battlefield for technology companies to promote brand concepts and new technologies. However, the problems encountered by large companies in the past two years are not only in business. This may be the reason why many large technology companies withdraw from Super Bowl advertising this year. The Reddit and Robinhood that appeared in the "GameStop" incident all have a characteristic, that is, they care about individual strength. This may be a good example of future Super Bowl advertising.