It is not surprising to us that marketers use whatever means necessary to separate us from our money. They would even admit as much. But it is surprising, at times, to see what depths they will sink in order to accomplish their goal.
The Super Bowl has long been marked as an American tradition, both for the game it represents and the marketing it provides. Ranked annually as the most-viewed television program of the year, there is no wonder Madison Avenue invests as much time into the game as the football teams themselves.
As somebody who has developed a great frustration over our consumer-driven culture, I often watch the commercials, not for entertainment’s sake, but to determine the underlying promises being offered behind the products. I am rarely pleased with what I find.
Often times, we discover marketers making promises they can’t possibly keep. Here were eight I noticed during this year’s Super Bowl.
8 Empty Promises in this Year’s Super Bowl Ads
1. An Automobile Can Make You a Better Parent. Hyundai.
Parenting is hard work. It requires intentionality, observation, wise counsel, strategy, and follow-through. And I get a little worried when a car manufacturer makes the claim that their vehicle can help me do it better.
Certainly, there is always room for new tools to parent better. But spending tens of thousands of dollars at a local car lot to buy a car I can track on my phone will never replace the parental impact of hard work, significant conversation, appropriate boundaries, and quality time.
2. A Television Can Prevent You from Missing Out. CBS.
I don’t know if there is any product in the world better at promoting its own self-interests than television. When we watch anything, we are bombarded with advertisements promoting other programs.
The networks, of course, are quite calculated in how they do this. Most often they feed on our fear of missing out by highlighting “This Year’s Most Watched Program,” “This Year’s Best New Series,” or “This Week’s Can’t Miss Game of the Year.” Each time, they subtly implant into our minds the false reality that everyone is watching. And with it, they include a promise they will never fulfill: the best way to never miss out on life is to spend it in front of a television.
3. A Candy Bar Can Give You Unparalleled Confidence. Butterfinger.
Over the years, I have noticed countless manufacturers promise their product will grant more self-confidence—cologne, cars, and clothing, just to name a few.
But this year, a candy bar made the same claim— that, somehow, chocolate covering a flaky, crisp, peanut butter-flavored center can make a person bolder than bold. This is a promise I may never understand—other than the fact that marketers routinely try to promise self-confidence packaged in their unique product.
4. A Body Spray Will Help You Discover Your Most Powerful Uniqueness. Axe.
Axe Body Spray is no stranger to attention and critique. Since 2003, they have made a name for themselves portraying various ways their products supposedly help men attract women. Teenage boys have worn their scent ever since.
This year, their promise was nuanced. While they did make a point to remind consumers that their product makes men irresistible to women, they also indicated their product will help wearers discover their most powerful uniqueness. How wearing the same scent as everyone else helps a young man discover his uniqueness, I’ll never know.
5. An App Can Get You a Mortgage (and all the stuff you’ve always wanted). Quicken Loans.
In one of the oddest commercials of the night, Quicken Loans promised its users quick, easy home ownership—mortgages seemingly available to anyone with a smart phone. And because home ownership inevitably results in more purchasing (lamps and blenders and couches), home ownership makes mortgages even more accessible to others as the cycle of demand increases.
I understand convenience is helpful and to a point, their premise is correct. Convenience and accessibility is a major driver in our compulsion to acquire. But the idea that making mortgages accessible to everyone is a smart move for our country fails to recognize the lessons we learned the hard way over the previous decade. I was glad to see The Washington Post renounce it so quickly.
6. A Watch Can Make You Stronger. Fitbit.
Our society loves shortcuts. And marketers love to manipulate this tendency whenever possible—especially when it comes to matters of health. The Fitbit watch advertisement is a good example. In this ad, consumers who wear the medal and plastic device around their wrist often display superior strength and health compared to those around them.
Fitbit had a strong Christmas mostly because of their subtle claims that wearing their product will get you into shape. Indeed, the watch may provide some helpful tools. But when it comes to matters of health, few things have changed within the human body. It still requires discipline and intentional effort—there are no shortcuts.
7. Watching Football Can Improve Intimacy With Your Spouse. Super Bowl Babies.
Certainly the NFL deserves credit for originality. Their internal data suggests Championship-winning cities see an increase in babies born nine months after the Super Bowl. Never mind the fact that “data suggests” is the strongest wording they felt comfortable using, they needed the studies to reinforce their promise: Football brings families together and may, if your team wins, result in more than your team getting lucky.
I won’t argue with their presumption because I haven’t seen the studies. And while the commonality of football may offer some bonding opportunities for families, I have a hard time believing football is an aphrodisiac in most interpersonal relationships.
8. A Fast Food Cheeseburger is Historically Delicious (and Healthy). Jack in the Box.
Fast food restaurants are not unique in making promises they can never fulfill. Chips, soda, and countless other processed foods do the same. Jack in the Box, perhaps with tongue-in-cheek, made the claim that their new Double Cheeseburger is “historically delicious.”
But this year, not only do they make empty promises concerning their burger’s flavor, they also make the claim that their new double cheeseburger is also healthy. Oh, they wouldn’t make the claim with actual words, that would be too obvious. Instead, they rely on image association. In their commercial, the new burger is offered to a healthy, fit, young jogger who gladly accepts the burger and proceeds to take a large bite out of it. The juxtaposition is clearly orchestrated and meant to instill a specific message and promise—this fried double-burger served with processed cheese and mayo is not bad for you. In fact, it is consistent with a healthy lifestyle.
As with most of the empty promises contained in this year’s Super Bowl ads, we ought to know better.
Jeff Mc Clung says
Good post, Joshua. I love how you pointed out the fallacies in each of these commercials. Well done!
mel says
I don’t really think that somebody is going to go out and buy a car just because an ad promised them something. BUT I do think that someone who is already looking at buying a new car would be heavily swayed to choose a particular brand if they enjoyed their ad.
I think most people reading your blog however would not be the kind of people to be swayed in this way which is probably why they think you are over reacting.
I work in retail & I definitely know that people ARE convinced to buy things because of advertisements.
“Do you have that thing from that ad” is something I would hear many times a day. “Sorry sir, I don’t watch ads, do you know the name of the product” is often met with such disbelief! It’s actually pretty scary the amount of times somebody doesn’t even know the name of the thing they want to buy.
Judy says
I work retail too…and trust us…ads work! And yes, people don’t even know what they’re coming in for…*just that thing I saw in the ad*!!! And they always leave without that “thing they saw in the ad” but have arms full of useless junk.
Janet Hamilton says
I took the dogs to beach during the Superbowl. Not so much traffic. The weather was absolutely beautiful. A great day:) Enjoyed your post though.
Walter Akana says
Interesting post, Joshua! Still, I think saying any of these ads makes an empty promise, is a bit of a stretch. Like me, most people I know appreciate the creativity and entertainment value of these ads.
Given that, I can’t image anyone taking the Hyundai ad as promising to make one a better parent. Frankly, I took it as an overprotective parent (not a better parent) using new technology in an obnoxious way.
Some ads are simply aspirational, and I think that applies to fitbit. As a fitbit user with many friends and business associates who also use it, I’ve not found anyone who thinks the device provides a shortcut. For many, the data provides great feedback and motivation on the road to better health.
As it relates to ads, you may want to take a look at Virginia Postrel’s “The Power of Glamour: Longing and the Art of Visual Persuasion.” In it she says:
“Glamour is an illusion and, according to its critics, a dangerous snare. But because it recognizes and concentrates real desires, the mirage can also prove a valuable, life-enhancing inspiration. Glamour, we can now say, is … an illusion “known to be false but felt to be true.” It focuses inchoate desires and embodies them in the image or idea of a person, a setting, an artifact, or occasionally a concept. By inviting projection and making the ideal feel attainable, the glamorous image intensifies longing and, in some cases, moves the audience to action.”
Frankly, I think minimalism (especially as visually presented) similarly makes a transformational promise! Yet, I think we’d agree that it’s not an empty one.
Chris says
I agree with the comments that you’re taking this too seriously (or at least writing about it too seriously–perhaps for effect?), not to mention that you should give people more credit than you are regarding their ability to see advertising for what it is. Although I readily admit that if there are any demons, they arise from the world of marketing and advertising and their ongoing drip-drip-drip of messaging–but that’s not any different from the ongoing promotion of minimalism as a lifestyle. All effective marketing manages to capture a something that resonates with people and is thus able to be successfully promoted, regardless of target demographic or “product” offered.
Call me cynical :)
Anyway, I’ve no doubt that Super Bowl ads are first and foremost viewed for their entertainment value; I’ve no issues with deconstructing them, but would suggest beginning with the premise that the ads are designed to entertain and stir up discussions like these (while selling, of course). Doesn’t bother me–but I’ve been in marketing my entire career and view consumer marketing as an interesting form of interpersonal communication and social interaction that is no different from political organization, creating community, and so forth.
Deb Morgan says
You never see cute young laughing people in fast food restaurants. Only in their commercials!
Teri Live Oak Fl says
What was a puppy monkey baby? I don’t even know what they were trying to sell.
Sarah M says
I love this and am sharing it on facebook.
I don’t watch the Superbowl nor do we have cable, but I am often talking with my kids about marketing and ads and why it always comes down to companies wanting to make money. I love how you broke these down into empty promises…so wise.
Sarah M
karen says
If you’re on the Minimalist blog/ site /email list….something pulled you here. The idea to me, is that there is a payoff w/ growing your awareness that these commercials are even playing in the room and are loud and clear, but possibly have a subliminal aggravation, that your mind must respond to. . .Is it a message (I) want to have to filter at all? Yes, I believe it is worth mentioning in a Minimalist lifestyle article. Awareness, name of the game…I watch tv some, and try to watch my thoughts around commercials & content (w/ shows, movies & series). To me, it’s like a game….I desire some things I don’t need. Good article !
Tracy says
I immediately thought of your blog when I saw the Quicken Loans commercial!