MAN WHO LET NATIONWIDE INTO THE PARTY? That Nationwide PSA ad was a buzzkill, as proven by the Twittersphere.
Yes, Nationwide showed it cares about higher purposes and current societal issues, and they captured attention in an alarming way. But the Super Bowl audience is a group that showed up to their couch to relax, laugh, and have a good time. Their mindset is anything but serious (unless you were a Seahawks for Patriots fan). There’s really not great time to show this ad, but don’t show it on the most cynical ad night of the year! I’d worry that brand perception took a step back with the way Nationwide blew up on Twitter. Although Nationwide did try to end on Mindy’s happier note, I just don’t think it was enough. Lots of good press this week, though.
Carnival & Jeep
Adweek echoed my initial reaction to each ad earlier this week – “man this is a beautiful spot, but it’s already been done!” The old-school speech voiceover combined with beautiful imagery raised a few goosebumps, but in the end, but it felt much too similar to RAM’s recent “Farmer” commercial. Maybe this style needed a year to breathe, but let’s add to the conversation, shall we?