Geico has built a brand around the concept of 15 minutes could save you 15% or more--it's been their mantra for years. Instead of being another voice in the sea of sameness, Esurance is attacking it head-on. 

In this campaign, they cut the legs out from under the Geico claims (they literally claim they can save you more in half the time). 

Esurance uses common everyday tasks (like posting photos on your wall) done completely wrong and compares them to the idea of saving only 15% in 15 minutes. 

Or here's Larry. Larry wants you to save time by not rewinding the DVD after you rent it...

Hier soir c'était le grand spectacle du football américain et c'est aussi un peu le Noël de tous les fans de pubs comme moi.

Il semblerait que cette année, plusieurs annonceurs aient décidé de remplacer l'humour dans leurs messages (qui étaient autrefois gage de succès) par l'émotivité, suite aux succès de certains messages lors du Superbowl 2013, tels que Budweiser Clydesdale, Chrysler - It's halftime in America ainsi que Dodge Ram - Farmer.

Cependant, j'ai trouvé que la plupart des messages visant à toucher l'auditoire en jouant sur les émotions étaient plutôt ennuyants. Lorsqu'il y en avait plusieurs en lignes, c'était tout simplement déprimant.

Il y a quand même eu plusieurs excellentes pubs pour sauver la soirée (parce que n'est pas la partie qui nous a tenu en haleine), voici donc quelques unes de mes préférées.

T-Mobile - Tim Tebow

Ce que j'aime de cette pub est que, contrairement à la plupart des pubs du Superbowl, elle s'adresse vraiment aux fans de football. Si vous n'en n'êtes pas un, vous ne savez probablement pas qui est Tim Tebow et pourquoi il est le choix parfait pour jouer dans cette annonce qui parle de forfait cellulaire sans contrat et c'est ce qui rend cette pub délicieuse. Tous ceux qui la comprennent l'ont vraiment aimé.

Axe - Make love, not war

Voici une compagnie qui a bien réussi un message plutôt émotif, en partie parce qu'on ne s'attend pas à ce type de message d'Axe, qui nous ont habitué au cours des dernières années à des messages jouant plus sur l'humour absurdre ou les filles à forte poitrine légèrement vêtues. Bien joué!

Bud Light - Up for Whatever

On voit de plus en plus de messages mettant en vedettes du vrai monde voulant ainsi livrer un message et une expérience de marque plus authentiques. On dit souvent que la force d'un concept est dans son exécution et dans le cas de ce message, l'exécution est sans faille! Ils ont tout de même engagé Jeff Tremaine, créateur de Jackass, pour réaliser le message, il est donc très expérimenté pour filmer des réactions de gens ordinaires dans des situations complètement folles et c'est vraiment ce qui arrive dans ce message. On voudrait tous vivre une soirée comme celle-là une fois dans notre vie.

Esurance - 1.5 million giveaway

Un concept et une stratégie média complètement aligné sur le postionnement de la marque avec un acteur parfait pour le rôle, quoi demander de mieux! Pour moi,  c'est la pub qui a remporté le Superbowl (bien que techniquement elle ait joué après la partie)

Et une petite dernière qui m'a bien fait rire

Major Sporting event + TV Ad slot + the Power of Twitter = One great social promotion

At the end of the Super Bowl on Sunday, Esurance grabbed the first ad slot after the game and with…

In the past, viewers of the Super Bowl have enjoyed watching for the game/halftime show/ads/etc. Something new that is emerging from the spectacle that is the Super Bowl, though, is participation in social media during the game. More specifically, Twitter reported that 24.9 million tweets were sent about the game and halftime show—up from 24.1 million in 2013. Everyday people and companies alike used Twitter during Super Bowl XLVIII—with some interesting results. I couldn’t actually watch the big game this year but I could be seen at my desk at work frantically refreshing my own Twitter feed every few seconds to see what everyone was talking about. Turns out, there was quite a lot being talked about on the social media platform that night that I think is worth discussing.

One much-talked about Twitter mishap was that of JCPenney’s strange string of tweets that led many to believe that the PR person in charge of the Twitter handle had had a few too many drinks.

However, it ended up being a misguided attempt at promoting some Team USA mittens that the retailer is selling for the Olympics. Whoops.

I think it's interesting that JCPenney, who didn't actually air a commercial during the game, still managed to generate major buzz just through those tweets. Whether the tweets effectively promoted the Team USA mittens is questionable, but it certainly helped JCPenney's Twitter get some attention. The company reported gaining 10,000 followers, 40,000 mentions, and 1,800 tweets that mentioned "#tweetingwithmittens". 

Another ad promoted via Twitter worth mentioning was Esurance. Their TV ad aired immediately after the Super Bowl ended and advertised a contest giving away the $1.5 million that Esurance supposedly saved by buying an ad after the Super Bowl aired. By the next day, millions of people had entered the contest by tweeting using the tag "#EsuranceSave30" and the Esurance Twitter gained around 180,000 followers. 

This year, it seemed like most companies opted to hold off until the second half of the game to air their ads (or at least the ads that were worth watching), which was right around the same time people stopped paying attention to the game itself, since it was such a landslide win for the Seahawks from the start. According to Super Bowl Advertising as Commercial Celebration by Matthew P. McAllister, ads can "receive more attention if the game itself is a blowout," which was, of course, the case this year. People turned their attention away from the game and onto commercials and social media, making those who held off until later in the game to promote their products the winners.

Those companies who opted out of dropping $4 million+ on ads during the game, such as JCPenney and Esurance, were very smart about their advertising, in my opinion. If done right, Twitter advertising can generate a ton of buzz and be used as an effective promotional tool. Traditional TV commercials have often been criticized as a "celebration of prestige commercialism" (McAllister), so Twitter "ads" seemed to be more well-received, in my opinion. It will be interesting to see what businesses do in years to come with commercials and social media promotion. If done right, it clearly can have impactful results that steer away from the crazy commercialism circus that has become the Super Bowl.

Despite not actually airing a commercial during the Super Bowl on Sunday, Esurance had an extraordinarily successful night, thanks to its #EsuranceSave30 sweepstakes on Twitter.

The company snagged the first ad slot after the game, and vowed to give away the difference in price—it went for $1.5 million less than an in-game slot—to one lucky viewer who tweeted the hashtag #EsuranceSave30 within 36 hours after the ad aired.

Super Bowl 2014: A Sweeps Ad Creates the Biggest Buzz