The Super Bowl of Behavioural Science
Money makes the Super Bowl ad break go around… But the staggering global influence of brands at this time goes beyond money.
In a change to your usual Super Bowl Advertising Blog, we delve into the behaviour of brands, what biases have they used to connect with audiences all over the world?
1. Squarespace x Perceived Effort
Don't be fooled by this ad's old-timey stylings, this ad is clear in showing you how making a website with Squarespace (one that will help you make some very now-timey money) is so quick and easy it just… lands in front of you. This taps into the Perceived effort bias, our preference for tasks and activities that appear easier or less costly.
P.S. This even works if that appearance doesn’t reflect the overall value of the task, or the actual effort required - as anyone who has used Squarespace can attest to.
2. Nike x Social Proof
This ad from Nike seriously taps into the power of its athlete community. Bringing the shared experience of how female sports people have had to work double hard for recognition to the fore, all the while in their Nike gear, of course. Meaningful, yes.
But it's also a masterclass in social proof. The phenomenon is that when we see others doing something, it inspires us to follow suit. This is very Nike, their brand is all about communicating the determination, dedication and independent nature of the people who use their products.
So this ad is a melting pot of top athletes, with a formidable script which talks to your soul and inspires you to pull on your Nike's and make something happen.
3. Coors Light x Von Restorff
There’s a Sloth in all of us, especially on a Monday. By Coors showing Sloths during their “Slow Monday” is both funny and weirdly relatable… it’s the Von Restorff biases working incredibly hard to draw us in with the weird and wonderful. Quick, shout out to the Mountain Dew ad as well, Seal as a Seal, is brilliant.
4. Hellmanns x Nostalgia Effect
When Harry Met Sally… a classic film with a timeless scene. The combination of the unbelieve flavour of Hellmann’s and the “orgasmic” scene delivered by Meg Ryan. You’re immediately taken back to that film classic moment and now connect it to everyone's favourite sandwich sauce.
Great news for Hellmans? Of course. Because feelings of nostalgia lead us to place less value on saving money and become more open to impulse purchases. Perfect for pushing up what people are willing to spend on sauce.
5. Instcart x Halo Effect
Instacart rounded up the top brand mascots of all time. The Halo Effect is all about riding the positive perceptions of others. Having all the most loved brands available via Instacart brings positive equity to their business.
Summary
So that's it. Turns out there is a behavioural bias everywhere… Now imagine the power of having an agency to apply it to your brand…
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