2020 super bowl commercial analysis

Implementation Jonathan B. Lim

Fall 2020

Objectives

● Appeal ● Execution

Objectives

● Appeal ● Execution

Major selling idea

Implementation

Appeal Execution

The components of implementation

MSI

“Presentation” “Structure”

Major selling idea

Appeal Execution

Appeal Execution

The components of implementation

MSI

Rational Emotional

Appeals

Rational appeals Focus: Practical, functional, utilitarian need

Goal: Persuade audience that brand is best option to fulfill need

Reason: Product has tangible differentiation from competitors

Feature, Price

Emotional appeals Focus: Social, psychological need

Goal: Persuade audience that brand will fulfill them

Reason: Product has intangible differentiation from competitors

Emotion, Experience

Branding The process involved in creating a unique name and image for a product in the consumer’s mind. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Hitting the feels: just plain effective!

Sales volume: 23% ⇧

Profit: 31% ⇧ ( ) vs. 16% ⇧ ( )

Food for Thought The power of appealing to the feels