Super Bowl LV was filled with many funny, interesting, and persuading super bowls ads. However, there were two particular ads that stood out to me, the Jimmy John's commercial, Meet the King, and Michelob Ultra's Happy commercial.
In the Jimmy John's commercial, Meet the King, we are introduced to a man named Tony Bolognavich, who is also known as the "King of Cold Cuts". Tony lives in a huge mansion with lots of nice cars, and a pool in the shape of a giant sandwich. Tony has always been the top dog of the sandwich business, but when the new business that he calls "Jimmy's Johns" shows up on his turf claiming they have the "sandwich of all sandwiches", he takes matters in his own hands. Members of Tony's family and colleagues go behind his back by eating Jimmy John's which makes this personal to Tony. Finally, the commercial ends with Tony saying him and Jimmy John's are now in a sandwich war. During the whole commercial, Jimmy John's uses Tony's character to advertise all of the good qualities of Jimmy John's sandwiches like freshly baked bread all day and all natural meats sliced by hand compared to his fake and processed meat which is shown coming out of a giant container with gases coming out. All throughout the commercial there is different background music to fit the mood of the scene, whether it's happy and lively or dramatic and suspenseful. I think Jimmy John's does a good job in persuading people to eat their sandwiches by providing information about their all natural sandwiches and their customizable options to fit people's needs. I would definitely go to Jimmy John's and try one of their sandwiches after watching this commercial.
The Michelob Ultra, Happy, commercial opens up with a bunch of clips of famous athletes smiling after winning a championship in their respective sport, while the narrator poses the question, "Does happiness only come at the end, or has it always been there?". Then it goes on to show videos of those same athletes having a fun time with their friends, while drinking a Michelob Ultra. Implying that the good times during the path to greatness included drinking Michelob Ultra. And the narrator ends the commercial with another quote saying, "Are you happy because you win, or do you win because you're happy?". Michelob Ultra is using these famous athletes as an act of propaganda. By showing these famous people drinking Michelob Ultra's, they want some people to think, "If they are drinking them, I should be too!". During the whole commercial, the narrator is engaged with the audience telling them that the path to greatness includes happy times along the way and those happy times involve drinking Michelob Ultra's. I think the use of the famous athletes drinking Michelob Ultra while they are having fun with their friends and family is a great way to advertise their product because it associates good times with Michelob Ultra.
Thomas, you did a great job of explaining how the company's theme of the commercial was portrayed to the audience in a way that persuaded them to purchase a product. Especially in the Michelob Ultra commercial, they appeal to the emotion of the audience because most people have the desire to be happy, which in turn will give them a positive outlook on this brand of beer.
ReplyDeleteI have to agree that Jimmy John's commercial this year was one of the most memorable, since it was all pretty elaborate and had some creative marketing methods like you mentioned with Tony Bolognavich. Michelob Ultra's was also one that I thought was pretty unique in its own right, since it didn't really give the impression of a beverage commercial right up until the end. Especially for a beer commercial, the dramatic music and narration felt out of place, though it still fit the theme well as a whole.
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