Inside Facebook’s First-Ever Super Bowl Commercial!
“The Super Bowl is Americana at its most kitsch and fun.”
-Sting
It’s that time of the year again, that one weekend wherein we sit back with a tub of popcorn, gather our friends and family and dedicate all our attention to the annual championship game of the National Football League. Not only do millions of football fans celebrate it, not only do restaurants/bars offer great deals and increase happy hours, but advertisers bombard and flock to it as if it were the holy gathering of all consumers.
Having worked in an advertising agency, this was the most exciting time of the year for me as I would anxiously wait for Super Bowl commercials to release. Hundreds of them, both good and bad. It was advertising industry’s most awaited day, with every brand spending millions, fighting for even a 30-second spot.
If you were too engrossed watching the game and relishing every second of the sport, don’t worry. I am here to tell you about my favorite and the first-ever Super Bowl commercial made by none other than Facebook. The campaign, “Ready to Rock?” is themed around the diversity of different Facebook Groups related to rock, such as rock climbing, rocking chairs, rock music, and even a Rocky Balboa group. Overall, it’s a part of their ‘More Together’ campaign.
Does Facebook even need to advertise?
This was the first time Facebook used the medium of Super Bowl to advertise about Facebook Groups, thus communicating that there’s a group for every individual across the globe based on their varied interests, preferences and needs. They chose to advertise in order to focus on the positive aspects of their platform. With plenty of social media platforms causing a threat, this was the perfect time for Mark Zuckerberg and his team to distinguish themselves and reach out to their network. Also, to overcome a year of disasters, they had to send out a strong message.
What engaged me most about the advertisement and whether it pulled me in or pushed the message?
The social media giant was able to grab eyeballs and specifically caught my attention as it showcased ordinary and common human beings using the platform to reach out to their peers having shared interests, thus forming groups. It helped me bond instantaneously, pulled me into their story, and made me believe that it can connect me to millions of such people, who share the same vibe as mine. It showcased the power of their network, thus making me feel like I belong here.
The ad also stars actor Sylvester Stallone and comedian Chris Rock, taking a comedic approach toward showcasing groups related to the word ‘rock’ towards the end. The story fit the brand’s overarching theme as it helps people connect, share and inspire.
Did it achieve earned media?
Of course, it did. Who doesn’t want to take a moment to talk about this!
With Facebook stepping up their game and creating a first-ever Super Bowl commercial, this news was picked up by the biggest giants including Forbes, Business Insider, Washington Post, Ad Age and many others. As Facebook faced a tough time last year due to the data leak issue, their attempt at springing back was picked up by a majority of content creators and advertising agencies.
The advertisement was shared on LinkedIn too, by many leaders who praised the brand in their attempt to make up for the bad PR they received last year due to the privacy issue. Also, actor Sylvester Stallone and comedian Chris Rock shared the commercial through Instagram stories. What more does a brand need!
Why was this content shareable?
The advertisement received applause as it was the brand’s attempt to come out of the dark times. It was shareable because:
· It was made my Facebook. Like duh, they obviously command respect and have a high brand power.
· It was their first ever Super Bowl commercial.
· It showcased the power of their network, thus crafting an interesting story involving actor Sylvester Stallone and comedian Chris Rock. They showcased how the power of their users make them strong. They spoke to you, me, and everyone out there in the universe through their story.
· They weaved the story line with one word, ‘Rock’, and showed how the platform has infinite possibilities of connecting people.
Well, if you still haven’t seen the commercial, go watch it here and let me know how it made you feel. Would love to read your thoughts on the same. Feel free to comment and let me know 😊
