Marketing Matters with Ashley Brock: Episode #57 – "Super Bowl Ads: You Can Learn From the Giants"

Release Date: February 21, 2025

In Episode #57 of the Marketing Matters with Ashley Brock podcast, host Ashley Brock delves into the world of Super Bowl advertising, extracting valuable lessons that small business owners can apply to their own marketing strategies. The episode not only dissects various high-profile Super Bowl ads but also intertwines personal insights, including an exciting announcement about Ashley's upcoming book. Below is a detailed summary capturing the key discussions, insights, and conclusions from the episode.

1. Introduction to Super Bowl Advertising

Ashley kicks off the episode by emphasizing the critical role of effective advertising in business success. She underscores that even the best products or services can remain "the best kept secret" without proper marketing.

Ashley Brock [00:00]: "You can be so great at what you do, but if you aren't great at advertising what you do, then no one can find you."

She sets the stage for the episode by outlining her intent to analyze Super Bowl ads, focusing on their messaging, objectives, and the lessons small businesses can glean from them.

2. Exciting Book Launch Announcement

Before diving into the main topic, Ashley shares exciting news about her upcoming book launch.

• Launch Date: Friday, February 28th, 2025
• Invitation: Listeners can join her book launch team via a link provided below the episode.

Ashley Brock [05:15]: "If you're listening before Friday, February 28th of 2025, then I would be honored to have you as part of this book launch team."

She highlights the importance of a strategic book launch, differentiating between a launch and an announcement, and teases future podcast episodes that will delve deeper into her writing and publishing journey.

Ashley Brock [05:45]: "The way that Amazon works is you get to basically become a bestseller only when you hit a certain amount of volume during a certain threshold of time."

Spurred by positive feedback from her husband and director of operations, Laura Beth, Ashley expresses her excitement and gratitude, reinforcing the value of her forthcoming publication.

3. Deep Dive into Super Bowl Ads

The core of the episode revolves around Ashley's analysis of various Super Bowl advertisements, examining their strategies and effectiveness. She reviews eight specific ads, providing both commendations and critiques.

a. Jeep Commercial Featuring Harrison Ford

• Objective: Reinforce Jeep's longstanding legacy and re-engage consumers with their brand.
• Strategy: Utilize a celebrity endorsement to blend humor and brand messaging.

Ashley Brock [08:30]: "Harrison Ford did the Jeep commercial. And did you see how at the end of the commercial, he was like, 'I love the Jeep, even though my name is Ford.' It was so smart, so funny."

She explains Jeep's multi-faceted advertising approach, which includes Super Bowl ads, branded search campaigns, and retargeting strategies to maximize visibility and engagement.

Ashley Brock [10:10]: "It's just a machine. They don't just do a Super Bowl ad. They do a Super Bowl ad and a branded search campaign and a retargeting campaign. And it works like a well-oiled machine."

Ashley breaks down the financial implications, illustrating how an $8 million Super Bowl spot can potentially generate over a billion dollars in revenue through strategic follow-up campaigns.

Ashley Brock [12:00]: "Even if it's not today, even if it's later this year, that $8 million spot could create a billion dollars in revenue."

b. Alcohol Brands' Fame-Focused Advertising

• Brands Covered: Budweiser, Stella Artois, Michelob Ultra, Bud Light, and Coors Light.
• Common Theme: Utilizing fame and celebrity endorsements to sell the aspirational lifestyle associated with their beverages.

Ashley reflects on the pervasive theme of fame and enjoyment in alcohol advertisements, questioning the underlying message being conveyed to consumers.

Ashley Brock [15:20]: "They had famous people in their ads. When you think about fame, it's like being known. Like, don't you want to be known?"

She connects this strategy to her personal journey of increasing self-awareness about alcohol consumption, drawing parallels between advertising messages and personal choices.

c. T-Mobile and Starlink Partnership

• Campaign Impact: Significant surge in search demand post-advertisement.
• Strategy: Highlighting a practical solution to a common problem—lack of service—through a strategic partnership.

Ashley Brock [21:00]: "The law of familiarity says what we are more familiar with, we move towards. That was like the first spark."

She credits the partnership's success to effectively identifying and addressing a consumer pain point, thereby fostering increased engagement and interest.

d. Chatbots Advertisement Critique

• Tagline: "All progress has a starting point."
• Analysis: Ashley expresses disappointment, feeling the ad lacked relevance to current advancements like ChatGPT and failed to capture attention effectively.

Ashley Brock [24:45]: "I would not keep watching this. This would be when I go to the restroom."

She suggests that the ad missed an opportunity to showcase the rapid progress facilitated by modern technologies.

e. Lay's Chips Commercial

• Theme: Emphasizing the wholesome origins of Lay's chips to create a positive brand image.
• Strategy: Connecting the product to its natural source, fostering nostalgia and emotional appeal.

Ashley Brock [28:30]: "Seeing something come from the ground and be nurtured and cared for by a human made you... think positively about Lay's potato chips."

She praises the commercial for transforming a potentially negative health perception into a favorable view by highlighting the natural ingredients.

f. Novartis Breast Cancer Awareness Ad

• Objective: Raise awareness about breast cancer through a thought-provoking approach.
• Strategy: Utilize the attention-grabbing aspect of breasts to pivot to a serious health message.

Ashley Brock [32:00]: "They used the fact that it does draw attention to itself to, like, use that as the very reason that you should pay attention to your breast because of breast cancer."

Ashley shares a personal connection to the topic, enhancing the authenticity and emotional depth of her analysis.

g. Instacart Advertisement Featuring Multiple Brands

• Format: Ad within an ad, showcasing various partner brands.
• Strategy: Collaborative marketing to reinforce brand associations and broaden appeal.

Ashley Brock [34:50]: "It's like all the brands you love at your door, really good ad just for attention."

She appreciates the layered approach, recognizing the potential for increased memorability and cross-promotion among brands.

h. Rocket Mortgage – "Own the Dream" Ad

• Objective: Inspire viewers to pursue homeownership through Rocket Mortgage.
• Strategy: Visual storytelling and emotional appeal without overtly selling the product.

Ashley Brock [38:10]: "They did not just telling, but showing. And it's something you can think about for your advertising too."

She lauds the ad for effectively conveying its message through compelling visuals and emotional resonance, making a lasting impact without direct sales pitches.

4. Key Takeaways for Small Businesses

Drawing from the Super Bowl ads analysis, Ashley outlines actionable strategies that small business owners can implement in their advertising efforts:

1. Emotional Engagement: Determine how you want your audience to feel and tailor your message accordingly.

   Ashley Brock [40:30]: "Think about how you want to make people feel in your ads."

2. Clear Messaging: Define the ultimate message you want to convey and ensure it captures attention swiftly.

3. Relevance and Visualization: Showcase what you do through visuals and storytelling rather than just verbal descriptions.

4. Third-Party Validation: Incorporate testimonials and endorsements to build credibility and trust.

   Ashley Brock [45:00]: "People want to support you. People want to help you win."

5. Integrated Campaigns: Utilize a multi-channel approach, combining TV ads, online advertising, search campaigns, and retargeting to maximize reach and effectiveness.

6. Holistic Advertising Strategy: Avoid relying solely on one advertising channel. Diversify to ensure your business is discoverable across various platforms.

   Ashley Brock [50:15]: "You should know how to advertise strategically and holistically."

5. Final Thoughts and Upcoming Opportunities

Ashley concludes the episode by encouraging listeners to apply these insights to their marketing strategies. She also promotes her upcoming book and the Win with Paid Ads Challenge, offering resources to further equip small business owners with effective advertising techniques.

Ashley Brock [52:00]: "You can be found no matter where your people are, automatically by new people every single day."

She reinforces the importance of targeted advertising over the outdated "post and pray" method, advocating for a data-driven and strategic approach to reach the right audience consistently.

Conclusion

In this episode, Ashley Brock masterfully bridges the gap between high-budget Super Bowl advertising strategies and actionable marketing tactics for small businesses. By dissecting successful and less effective ads, she provides listeners with a nuanced understanding of what makes an advertisement impactful. Coupled with her personal insights and upcoming resources, this episode serves as a valuable guide for entrepreneurs aiming to elevate their marketing efforts.

Additional Resources:

• Join the Book Launch Team: [Link Below Episode]
• Win with Paid Ads Challenge Registration: [Link Below Episode]
• Faster Way Weight Loss Program: [Link Below Episode]
• Dr. Andrew Huberman Podcast on Alcohol:
• Book Recommendation: Naked Mind

Thank you for tuning into this summary of Episode #57. For a comprehensive understanding and more in-depth strategies, consider listening to the full episode and exploring Ashley Brock's forthcoming book.