From cryptocurrency to mobile apps, many of the financial services ads in Super Bowl LVI focused on new technology… and made it more palatable by serving it up with nostalgia. From the E*TRADE baby to Barbie to Pong, FS commercials did a great job pairing the old and the new.
Touchdown! We take a look at how one FS brand produced two top Super Bowl LV ads, while others seriously underperformed, including one that appeared tone-deaf and another that made people "downright mad."
It's almost a given that the “Big Game” will have commercials for cars, snack foods, beer, movies and consumer packaged goods. In 2017, many financial brands stayed on the sidelines… with three notable exceptions.
Last year, we observed that Super Bowl commercials tend to have either an epic or wacky approach. Both of those tactics are challenging for a financial services industry still working to regain consumer trust. And in 2014, the brands that ran ads found ways to thread the needle between those two camps by not pushing too hard in either direction. But, oh what a difference a year makes! In 2015, financial services brands had a glass of wacky juice on the way to the big game.
Since this was the year of the Social Super Bowl (or the Not So Social Super Bowl), Media Logic thought it’d be fun to do a (non-scientific and non-representative) analysis of how social media extended and amplified the ads a couple of days out. UPDATE: see related article in Advertising Age. We conducted a fast poll of everyone who works here, and then did a fast scan of the tweets and stories respondents pointed us to. Here's what we learned.