If you had the chance to watch the commercials during the Super Bowl you might have noticed a couple of things.
One, is that the advertising wasn’t really advertising it was more public relations.
How many times did you actually see the company mention price or tell consumers to buy the product?
I don’t think I saw one dollar sign in any commercial.
Think about it. What ad stuck out the most?
One commercial that stuck out to be more PR than advertising was Coca-Cola. It wasn’t meant to be funny, it was meant to share a message and bring people together.
In case you missed it here it is.
What was the message that they were trying to send? Everyone is American even though they aren’t from America. At least that’s what I got from it.
Budweiser won the USA Today voting with their PR commercial Puppy Love. It has nothing to do with Budweiser. It has a puppy in it, of course people are going to love it.
Now after watching that don’t you have a better feeling about Budweiser even if you don’t enjoy their beer? It has gotten 43.5 millions views in 6 days.
The commercial that generated the most publicity and buzz before the Super Bowl were the Bud light commercials. They were genius in their planning.
Bud Light released short 30 second commercials showing bits and pieces of the commercial that would air during the Super Bowl. When I saw the ad I immediately looked it up on Google to find what it was about.
They used two spots in the first quarter to tell the whole story. It had people on the edge of their seats. It had a lot of hype leading up to it and has generated earned media after the fact. ABC did an interview with the unsuspecting person in the commercial (Ian Rappaport).
The examples can go on, but the point is Public Relations is on the rise and advertising is dying.
Here are some stats to prove my point:
GM spent $819,000,00 advertising its Chevrolet
Ford spent 39% LESS and Ford outsells Chevrolet by 39%
“Just because you out-advertise your competition doesn’t mean you are going to outsell them.”
*Stats and quote from book, “Fall of Advertising & the Rise of PR” by Al Ries and Laura Ries. I highly recommend it.