Though there is no shortage of brand related material to discuss when thinking about the Super Bowl, I would like to focus on one specific commercial that I believe captures the overall concept of brand bombing in itself.
The entire point of brand bombing is to take the choice out of the equation. The article discusses that brands are no longer just in commercials. Brands have become such a way of life that there are now scripted right into TV shows to better capture the consumers attention ( No Logo: Brand Bombing). We see this kind of product placement every day popular shows, now, with the brand or product even becoming the main theme of an entire episode (I’m looking at you Modern Family).
And what is this all for? Well to keep the consumers attention of course! With things such as Netflix, that has no commercial breaks, and DVR, we no longer need to be bothered with watching all those pesky advertisements. But the joke may be on us because now they are creeping into our beloved shows.
Even shows that were not even around for this change in advertising strategy are now falling victim to this phenomenon, which now gets me to the Super Bowl ad I would like to focus on, the Brady Bunch Snickers Commercial. Enjoy.
Now, though this brand was not incorporated into an actual episode of the Brady Bunch, we can see the example of how products can make their way into the content of a show, and even go as far as being one of the main focuses of the episode. This can easily be seen by the incorporation of the Snickers bar into the main plot of the commercial, and the use of Snickers “you’re not you when you’re hungry” campaign. I’m sure it would be possible for snickers to advertise in another way without using the Brady Bunch, and vice versa, but creating a link between the two creates good vibes with the consumers. Because really, who didn’t love the Brady Bunch?
There are many different strategies that go along with using an approach like this, appealing to Brady Bunch fans, the association of the two cultural items together (Snickers and The Brady Bunch), the familiarity of the show helps the Snickers brand become more familiar by association, etc.
Regardless of the shameless promotion, I have to say I did enjoy the commercial, but lets be honest, nobody stole the show at this year’s Super Bowl quite like the shark on the left.
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