Super Bowl Ads: What makes them Sticky, or Not?
At $3.5 million per 30-second spot, even companies with deep pockets want to make sure their Super Bowl commercials capture attention â and increased sales. We may not have such sizable advertising budgets, but nonetheless there are some great lessons here on what grabs attention â and then sticks around in the days and weeks that follow. In their best-selling book âMade to Stick: Why Some Ideas Survive and Others Dieâ, Chip and Dan Heath assimilate research from many fields and conclude that âstickyâ ideas share six elements:
- Simple: The central idea is stripped to the essentials and quickly grasped â critical for a quick 30-second commercial or the first few seconds of a web page visit.
- Unexpected: We are hard-wired to ignore the expected and pay attention to anything different â an even tougher challenge with the many stimulations of the game itself, the half-time show and the banter in the viewerâs living room.
- Concreteness: The idea needs to appeal at the sensory, visceral level so our physical reaction cements the idea in our brains.
- Credibility: Does the idea seem plausible and trustworthy?
- Emotions: Fear, laughter, attraction turn on our brain.
- Stories: We canât resist a great story, tend to stick around to the end, and are able to more easily retrieve it later.