As research for this post, I went in search of the “all-time” best Super Bowl ads as decided by Forbes, USA Today, ABC News and other sources. I remembered virtually all of them because, over the years, they’ve become iconic. Here’s what I noticed: they were all clever and virtually all were funny. That’s the Super Bowl ad-type we’ve grown up on.
But there’s a change underfoot, as this year’s ads proved out–a new breed of ad reflecting a fast-moving change in society. An upsurge in–shall we call it–awareness: awareness of our connectedness, our ignorance, our humanity, our common yearning for meaning.
And this year, Madison Avenue took it center stage on the most-viewed platform for television advertising, at $4.5 million a spot. That means that corporations see the value of spending a large portion of their advertising budgets on what I’ve called for years, “inspired leadership marketing.”
I found a total of thirteen ads last night that “inspired us to aspire to something greater in and than ourselves” (my definition of inspired leadership.)
Five went even further, however–stretching into the newest breed of marketing I call “inspired thought leadership“–which I define as inspirationally “breaking schema” (conditioned thinking.) I rank them highest, so they are at the end, and there I will explain why they make that grade.
But first, let’s rank the 2015 Super Bowl ads that reflect our evolving consciousness with inspired leadership marketing–inspiring us to aspire to something greater in and than ourselves.
13. Dove Men –Real Strength
I will say that I actually do not like this ad at all; the tag line is about as subtle as a meteor and insulting, but no one can deny that it is inspirational, and leads men (or so Dove hopes) to see vulnerability as the greatest strength. Great message; bad ad.
12. Toyota Camry–My Bold Dad
Another dad ad, this one similar: highlighting the not-always-recognized traits of the best-of-all fathers, and is leading (or Toyota hopes) fathers into recognizing their own importance in their children’s lives.
11. Nissan–With Dad
As a story goes, this one is weak. In fact, I’m not entirely sure what the message of inspiration is that Nissan hoped to convey, but it’s an inspirational ad nonetheless, with one of the most heart-rending songs of all time as its score. It doesn’t seem to be a “warning,” as the song itself is–perhaps it’s meant to be a portrayal of the newfangled dad, whom the son should want to grow up to be? I’m not ranking the best Super Bowl ads, remember–just the 13 that tried to inspire us. Perhaps most of all because of the song, this does.
10. Budweiser–Lost Dog
It’s inspirational–but I’m not sure it’s leading us to aspire to something greater in and than ourselves. But it certainly is reflecting the zeitgeist of our current times: the longing for meaning, connectedness and love.
9. Coca Cola–Make It Happy
This ad inspires us to aspire to the something in us that we don’t always recognize: the something that can rise above hate, that can reach out with love, that can change a life. I wish it came from a company that didn’t sell sugar-water, but there you have it. It’s the new breed, come to roost.
8. McDonald’s–Pay With Lovin’
Adweek didn’t love this. I did. I love that a company is actually doing this: inspiring its customers to aspire to something greater in themselves: telling someone that they love them; listing what is valuable about another; unleashing our birthright of self-expression in the form of an impromptu dance. Again, wish it weren’t coming from a fast-food chain, but they get high marks for inspiration on this one!
7. Microsoft–What Can You Do–Braylon O’Neill
Microsoft is letting Braylon’s inspired leadership shine as he inspires us to aspire to something greater in ourselves: the ability to look beyond, and go far beyond, our limitations. Yay Braylon! And yay to a tech company for inviting us to dare to push past our limited beliefs.
6. Microsoft–What Can You Do–Estella’s Brilliant Bus
Again, here Microsoft lets a “real live inspired leader” inspire us to aspire to something greater in ourselves: the ability to do what others are too afraid to do; to think outside the box and change lives with a truly one-of-a-kind idea. Estella, you rock! Microsoft, good on you for leading us with this inspiration.
The final five Super Bowl ads make it into the very top because of their entrance into Thought Leadership Marketing: daring to break conditioned thinking in their markets.
5. Weight-Watchers–All You Can Eat
Weight Watchers daringly wakes its market out of sleep and denial by putting in their faces the ubiquitous, subliminal, seductive messages of the Food Industry that they allow themselves to be swayed by. They break schema (conditioning) by pulling back the veil on the lies being told subtly, everywhere: “You’re in control.” And it leads with the inspiration: “Time to take back control.” Love the WW ads these days!
4. Jeep–Beautiful Lands
Besides being breathtakingly beautiful, this ad breaks the age-old, patriotic “schema” that the “land that’s made for you and me” is American only. It inspires us to aspire to something greater in ourselves (acceptance and appreciation of our fellow man) and than ourselves (the truth that this land is for all of us, and we are all connected).
3. Carnival Corporation–Come Back to the Sea
Have you ever heard this speech? By John F. Kennedy? It’s achingly evocative-and a thought-leader’s message, too: breaking the schema that we are separate from the ocean, that it is to be used for our pleasure and instead awakens us to the new-thought that we are connected to the ocean–one with it, mirrors of it–and it inspires us to aspire to something greater than ourselves: knowing that we will one day return to it. It is our home. Oh, that’s right! This is a cruise line. (Kudos, Carnival.)
2. Dodge–Wisdom
For me, ads #1 and #2 have equal beauty and merit. I could easily have made this the top inspirational ad of 2015. What is the conditioning Dodge breaks here? Can you guess it? That the elderly are useless to us; used up, withered, best when kept out of sight. It shatters that paradigm spectacularly! And it inspires us to aspire to something greater in ourselves: 1. respecting the elderly, as Americans we have not, and 2. trusting that great wisdom will be our legacy, too, when we reach 100, and 3. REWRITE THE RULES! Dodge, you win “best super bowl ad of 2015” hands down!!! Not to mention that it is just a brilliant campaign for your automobilies: “You learn a lot in 100 years.”
1. Always–Like a Girl
I’m a girl. (Or was, once upon a time. ) If asked, I would still “throw like a girl”; “run like a girl”; “pitch like a girl.” This ad touched every cell in my tender inner-child girl body–and had me dancing like a woman when I first saw it! Yes, Always! You smoked this campaign! With single focus, and a heart I can truly feel, you are breaking the schema that girls are weak. The schema that wends its way into a little girl’s atmosphere certainly at puberty, as you say, but much earlier, too. You are truly thought leaders in this ad. And inspired ones, as well, inspiring us to aspire to something greater in ourselves: boys and men–“girls are every bit as strong and competent as you”; girls and women–” ‘like a girl’ means amazing things and you can change the world by being the first to own that.” Well done, Inspired Thought Leader winner, Always.
The full internet ad is, of course, much better. See it here.
Did you notice even more than I did about the inspired and thought leadership demonstrated in this year’s ads? Share your thoughts! And then, turn your own marketing efforts toward Inspired Thought Leadership!