Adweek: Here Are the 3 Big Trends that Ruled This Year’s Super Bowl Ads

The Eagles weren’t the only winners who left the Super Bowl on Sunday—brands like Tide, Mountain Dew and Amazon also won when it comes to who created the best ad. But just because the Super Bowl is over doesn’t mean that other brands and franchisors can’t learn from their success. That’s why Adweek rounded up three trends that stood out during this year’s Super Bowl ads.

One trend that resonated well with consumers is humor. Amazon, Bud Light and even Tourism Australia were all able to great strong light-hearted spots. Altruistic ads are another category that stood out during the big game—T-Mobile, Verizon and Budweiser all used their ad spots to make a statement about a larger issue like equality, water or disaster relief efforts. Lastly, multiple ad spots seemed to win the night. And in today’s digital-centric move, the decision to run multiple campaigns during the Super Bowl is a trend that’s likely to stick around.

Rachel Spiegelman, CEO of the Los Angeles-based creative shop Pitch, told Adweek, “Rote repetition is important now more than ever. Stats for how consumers multitask while watching TV have hit new heights, and during the Super Bowl, those figured increase [times 10] in nature because of increased social activity.”

For franchise brands, these three Super Bowl ad trends highlight the direction in which marketing is moving going forward. As franchisors create their next campaigns—whether or not they’re going to be aired during a Super Bowl-sized event—it’s important to keep your cause and sense of humor in mind while also focusing on consumer attention spans. By adding in these winning elements, franchisors will have a better chance of connecting with not just consumers, but also prospective local owners.

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