Two of the best Superbowl commercials from yesterday were by Budweiser (no shock) and Jeep (a little more surprising). Lots of tweets and FB updates mentioned “tearing up” as they watched them. I reacted the same way.
The Budweiser spot:
The Jeep spot:
Both spots were really well done and very heart tugging. I will admit, I got a little teary-eyed during both of them too. But neither spot had me reaching for my wallet. I really, really do not like Bud beer. I love their brand, their Clydesdales and their lore. But nothing they do could get me to become a regular Bud drinker.
I don’t have those same kind of feelings about a Jeep. I like them and I’ve even test driven them in the past. But, I’m not in the market for a new truck, so Jeep’s spot didn’t have me changing my shopping plans either.
The spot made me appreciate that they invested that kind of money to honor our country’s troops but even if I was in the market, that wouldn’t be the tipping point.
Both spots are a good reminder that playing the emotion card alone usually isn’t enough to earn a new customer. We buy based on emotion, that is true. But we also need something more. Features, facts and need.
Brand building ads like Bud’s and Jeep’s earn brand respect and affinity. The spots probably had more of an effect on their current customers (who now have their buying decision reinforced) than prospects. But for some people who might not be in the market today — these spots certainly didn’t discourage interest.
For those of us who can’t afford a Super Bowl commercial the lesson is even more important. On a more finite budget — we need to be sure we find a balance between emotion and facts. Either alone just won’t get the job done.