Values in 2015 Super Bowl Ads

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is well established as the most anticipated event of the year, but 2015 took its popularity to a new level, with over 114 people tuning in, Super Bowl XLIX was the most watched TV program in history. Now more than ever, advertisers shelling out millions for coveted airtime between plays are faced with a unique challenge: speaking to their core consumers while simultaneously appealing to an audience of over 100 million people.

The Super Bowl offers more exposure perhaps than any other advertising opportunity, and it goes without saying that a lot is a stake for brands featured in these highly anticipated ads. With so much planning, effort, and hype, why do some of these ads end up viral hits and others relative flops? Those that succeed all share a common element – they seamlessly integrate values that speak to a wide consumer base with messages that are on brand and appeal to their target audience. The result is a creative, attention grabbing commercial that is universally appreciated. Every year, USA Today asks viewers to participate in their Super Bowl Ad Meter. Close to 7000 panelists offered their opinions in 2015. Here are some of the ads viewers liked best, and why.

The Super Bowl

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Budweiser “Lost Dog”

In the past decade, Budweiser has suffered steep decline in consumption, especially among younger drinkers. Late last year, the company announced an overhaul in advertising, primarily in effort to attract more millennials. With this change of direction the brand is faced with the challenge of avoiding alienating their core customers in the process of trying to appeal to new ones. Budweiser understands that the Super Bowl is not the best venue for niche targeting, so the brand stuck with what works. Continuing the now infamous Best Buds campaign, Budweiser’s 2015 Super Bowl spot was able to keep it traditional, while speaking to the universal theme friendship and loyalty, particularly important to some 58 million people who value Close Friends and Family The result? The most popular ad of the game.

Close Friends and Family: Important to 31% of U.S. Adults

VALUE

WHY IT WORKED

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Always “Like a Girl”

While young girls’ confidence might not seem to be a universally engaging topic, Always shaped their advertising in such a way that it resonates with almost everyone. Ostensibly, “Like a Girl” appeals to the 20 million Americans who value Self-Esteem. However, the secondary, and perhaps more important, message is to parents- telling them that to truly care for their daughters, they need to help ensure that they develop into confident women. Formatting the ad as such speaks directly to the 47 million parents of young daughters, who are, incidentally, 58 times more likely than others to value Taking Care of Family.

Self-Esteem: Important to 11% of U.S. Adults

VALUE

WHY IT WORKED

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Microsoft “Braylon”

With over 110 million people using Windows laptops alone, Microsoft consumers are an inherently diverse group with equally varied motivations. Despite the ubiquitous role Microsoft plays in the technology that runs our lives, what the brand exactly stands for has long been elusive. With Braylon, they are finally telling us. Microsoft is about more than staying connected and organized. It is about empowering people with technology that provides choices and control over the direction of our fates. And for the 44 million consumers who value their Personal Freedom, this message couldn’t be more important.

Personal Freedom: Important to 31% of U.S. Adults

VALUE

WHY IT WORKED

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Dodge “Wisdom”

To make a truly memorable Super Bowl ad, Dodge recognized it was going to have to look beyond its 25-44 "irreverent male" core customer to achieve mass appeal, and the brand's 100th anniversary provided the perfect context to do so. Focusing on the wisdom that comes with age addressed a much larger audience, namely the 60 million Americans who place distinct value on their Longevity and Health. The final advice of the ads’ sagacious centennials, telling us to “live fast”, and “be a bad boy”, however, spoke directly to Dodge’s established target audience. The result is an inclusive and emotional message with relevance across generations.

Longevity and Health: Important to 33% of U.S. Adults

VALUE

WHY IT WORKED

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Toyota “My Bold Dad”

A Toyota may be considered many things, safe, practical, eco-friendly, perhaps, but as the most popular car brand in America, a Toyota as a “bold choice” may seem contradictory. But, that is exactly the story the brand is going with for the 2015 Camry. “Bold Dad” tells audiences that being brave and strong doesn’t have to be shocking, and that our true boldness is revealed in the choices we make as we go about our everyday lives. While Taking Care of Family, important to some 80 million Americans, may seem commonplace, it can also be our gateway to heroism, just as a car as familiar as a Toyota can be bold.

Taking Care of Family: Important to 43% of U.S. Adults

VALUE

WHY IT WORKED

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About Resonate

Resonate has pioneered a new model for using “big data” to develop a sophisticated understanding of consumer motivations, values, attitudes and beliefs. Marketers need to understand “why” the audiences they target take action. Resonate answers that question, while making it simple to put that knowledge to work creating positive results for political campaigns and marketing initiatives. For more information, visit: resonate.com