Say “ No Compromise” to the Super Bowl? Only Polestar!
Looking back at the 2022 Super Bowl marketing battle of various brands, have you noticed such an ad? It is extremely simple, yet extremely dominant, as if it does not fit in with the traditional event advertising style. Without further ado, hurry to see the ad!
The commercial is called “No Compromise” and the brand owner is the high-performance electric car brand Polestar Polaris. This is also the first time that a Polestar Polaris brand campaign has appeared in a widely watched international event like the Super Bowl.
Why did “No Compromise” launch at the Super Bowl?
From the perspective of Polestar Polaris, there may be two considerations.
1. Communication level.
As one of the world’s most popular sporting events, the Super Bowl has captured a circle of viewers from the general public to the President of the United States. Super Bowl 2022 even exceeded 100 million viewers in the U.S. mainland. In other words, with such a powerful traffic boost from the Super Bowl, Polestar’s popularity will be greatly enhanced, and its brand tone will also be enhanced by the high specification of the Super Bowl.
2. Content level
From the promotional video, it is easy to see that Polestar2 is the leading role, but the “no compromise” attitude conveyed by the advertisement actually reflects the brand concept of Polestar from various aspects such as design, sustainability, and performance.
The secret of Polestar’s success
I have to admit that this ad made me feel the smoke pinch in the Super Bowl’s flurry of ads. So what is the secret of its success? What can inspire other brands?
1. Super platform and Attitude Marketing help emerging brands win the cognitive war
Behind “No Compromise” is a powerful attitude marketing, representing a new brand’s firm declaration of brand positioning, brand philosophy, and brand attitude. Through the exposure of the Super Bowl, Polestar’s differentiated audience perception was quickly built up.
2. From view to action, the brand landscape determines the brand’s destination.
The electric travel battlefield is getting hotter and hotter, it is not a simple matter for brands to stand out and win the favor of consumers. I always believe that a good product with real thinking is fundamental, and any good marketing strategy has to be based on a good product. In addition, the brand pattern also determines the final destination of the brand to some extent. From “No Compromise”, we can see that Polestar’s ambition is not only to make high-performance electric cars, but also to raise the standard of the whole electric car industry as far as possible, and thus contribute to the cause of carbon neutrality worldwide. The brand landscape or brand concept is an important aspect of establishing a corporate image and gaining recognition today.
What is your favorite Super Bowl commercial? Don’t hesitate to share with me! :)
