Tag: Super Bowl 50



My favorite commercial this year will have to go to the Marmot spot in the outdoor apparel segment. The emotional tone of this ad (humor) used over a rational appeal creates a fun, friendly, lighthearted identification with the brand. Consumers will hopefully walk away seeing this brand as a “fun product” for the outdoor experience.

Guest Blogger: Carol Johanek, adjunct professor of marketing

Guest Blogger: Carol Johanek, adjunct professor of marketing

For advertisers this “emotional bonding” is important in building strong brand identification especially with the younger audience segments. We have seen companies using more animals over the last few years – bears, puppies, squirrels- to generate emotion for the brand in a very non-threatening fashion.

The goal for advertisers is for consumers to ultimately remember the product… not the commercial.  The super bowl ads play a significant role in spearheading online social media campaigns by engaging consumers in conversation, contests and sharing comments/likes. Today, the buzz on such campaigns which typically takes place 1-2 weeks before and after they air add to the impetus of the commercial in generating awareness.

2016-NFL-Super-Bowl-50 Share your favorite 2016 Super Bowl ad or your favorites from the past 50 years @WUSTLbusiness on Twitter.