2020 super bowl commercial analysis

Implementation Jonathan B. Lim

Fall 2020

Objectives

● Appeal ● Execution

Appeal Execution

The components of implementation

MSI

“Presentation” “Structure”

Execution

Technical evidence

Comparison Testimonial Slice of life

Personality

Technical evidence

Rational appeals

Effectiveness 1. Relies on expertise 2. Use of numbers 3. Less “deception”

Comparison

Rational appeals

Effectiveness 1. Relies on expertise 2. Use of numbers 3. A “winner” must emerge

Types of Comparison

Superiority “Best phone on the market”

Top parity “As good as any phone on the market”

“They have to be authentic, believable, and have a real story to tell”

Co-CEO Greg Renker

Testimonial

Rational & emotional appeals

Effectiveness 1. Relies on trustworthiness 2. Draws on social proofing 3. Taps into narrative

Slice of life

Emotional appeals

Effectiveness 1. Relies on similarity 2. Taps into narrative 3. Draws on emotion

Personality

Effectiveness 1. Relies on attractiveness 2. Relies on familiarity 3. Taps into narrative

Emotional appeals

Most popular brand mascots...

Food for Thought

What image do you project?

Food for Thought

What image do you project?

1. Read current events

2. Look for ways to connect

3. Talk to people who are different from you

4. Be a conversational facilitator

(Intelligent)

(Friendly)

(Mature)

(Leader)