Everyone knows that the Baltimore Ravens beat the San Francisco 49ers. Yet, there was another match that came down to the wire – 2013 Super Bowl ads. With millions of dollars invested in one ad, Super Bowl ads are in their own league.
The Oreo whisper Super Bowl ad scored the winning touchdown. The quick play-by-play is two study partners “studying” in a library. One of the partners whispers to the other that he has always loved the creme part of an Oreo. The other partner whispers back saying “that’s crazy” because “the cookie’s the best part.” The entire library erupts in whispering chaos over the creme versus the cookie. The whispering throughout the commercial makes it feel secretive; deep down, everyone has a preference. The library setting makes the ad relatable and accessible.
Oreo knows that there are some hardcore creme and cookie fans. The success of the ad is a simple and clear three-second call to action (CTA). The last scene of the ad reads “Something we can all disagree on: Choose your side on Instagram @Oreo” – that’s a smart cookie. The entire ad had provoked users to choose their side, and they closed the cookie jar by inviting fans to weigh in on Instagram. The ad was re-tweeted over 1,000 times per hour after launch.
Coca-Cola dropped the ball, and fans did not “Enjoy” Coca-Cola’s Super Bowl ad. Coke’s play-by-play is less relatable than Oreo’s concept. Three teams are vying for a coke bottle in the middle of an Arabian desert. Viewers were asked to vote online whether they thought a bus full of Vegas Show Girls, cowboys or Mad Max characters would be the first to reach the Coke bottle.
Sadly, while Coke launched its ad, the website lost its Internet interactivity. Users complained that the ad wasn’t accessible and concept felt disjointed, and many were frustrated with the site’s technical glitches. Coke’s chase ad must have been doomed from the beginning. Arab-American groups claimed that the ad was racist. The groups were frustrated that there wasn’t even an option to vote for the Arab man featured in the commercial. They also expressed that the stereotypical man and his camel was a backwards portrayal of Arab culture. Coke should just desert the 2013 Coke desert chase for future Super Bowl ads.
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