If you watched Super Bowl advertising this year, you saw a lot of big-budget, celebrity-filled laugh-fests during the broadcast. From Peter Dinklage and Morgan Freeman in a hip-hop lip sync battle for Doritos and Mountain Dew to Eli Manning and Odell Beckham Jr. hilariously re-imagining “Dirty Dancing” as a touchdown celebration, there were some big hits during the ad breaks.
And you also saw some fumbles and outright clunkers. (Not to name names, but we’re talking to you Ram Trucks.)
Take a look at this Budweiser “Stand By You” commercial.
On the surface, this was an excellent commercial. There’s a strong narrative flow, very good performances, and a cinematic feel to how it’s filmed.
But this commercial was mis-run during the Super Bowl, precisely because it failed to maximize The Law of Environment, which I state here as:
Consumers are either open or closed – indeed available or not available – to your advertising message depending largely on the environment in which they find themselves when that message is presented.
Environment, as it’s used here, includes four important ingredients, which you can remember as the T-A-M-E scale:
Timing: What time of day or night is it? How long does the message last? Does the viewer/reader have ample time to process the message in detail, or just in broad strokes, and general images?
Atmosphere: Is the viewer alone or with company? Is it loud or quiet? Is it indoors or outdoors? Up close or far away? If there is one, what size is the screen? What else is happening while the advertising appears?
Medium: Is the message itself in motion? Is it on a screen, on a surface, or delivered via audio? Does it use words, or just images? Can you hear sound? Is it interactive?
Emotion: How much emotion – and which one(s) – is included/embedded in the message?
If we review the Budweiser commercial against these qualifiers, we see that it demands the viewer to spend some attentive, even quiet, time with the spot to take it all in. The viewer can perceive the seriousness, and the smoldering heroics of the lead character. It’s perfect for a full-size screen to get a sense of scale and distance, and there is a swell of emotion, in the “going outside of oneself” or “doing good by doing for others” sense of service.
And while that’s all very positive, you can see how it’s a mismatch for the Super Bowl environment, based on the atmosphere.
To generalize, the “average” Super Bowl environment finds the consumer in a living room with a group of friends or family, with conversations going on, and it’s largely a social event with a lively atmosphere. When this ad comes on, it may immediately be perceived as “too serious” or “too quiet” or even too much of an intellectual investment. So it fails to connect. And that’s a shame, because it happens to be very good advertising.
Understanding your consumer is of course critical to advertising success. But when you go beyond demographics and psychographics to an understanding of these critical advertising receptivity parameters, you can “TAME” the environment to maximize your message’s efficiency, no matter where or when it runs.