What’s the secret to viral advertising campaigns and Super Bowl ads that are remembered long after you forget who even played? Play by the marketing ad rules: Put strategy first. Be relevant. Keep it simple. Show, don’t tell. Invest in production values. Provoke thought. Strike an emotional chord. Don’t rush the sale. Reward engagement. And, above all, take big hairy risks. We all know these etched in concrete rules for being creative, so why isn’t every marketer creating viral ads? These 10 campaigns took the advertising rules all the way to the Superbowl.
There’s a method behind the madness. With all the crazy new ads that roll out on Super Bowl Sunday, companies are strategically playing into our psyche as well as our insatiable appetite for hysterically funny and cutting-edge ads. Weird and memorable ads are good ... but they're awesome when they’ve got a solid strategy behind them. Great ads don’t always need to sell to people on first viewing, as long as they sell people on watching it again and again on YouTube.
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Photo: Still from "The Dog Strikes Back: 2012 Volkswagen Game Day Commercial"