The Super Bowl Ads That Won With Millennials

Super Bowl AdThe Baltimore Ravens may have won the Super Bowl, but there were other winners last night...the top ads of course! Take a look at the commercials below that resonated with young viewers thanks to their smart and creative punch lines, as well as their emotional narratives.

Hyundai: “Team”

Everyone loves an underdog and this commercial lets a bullied boy shine. After his peers tell him that he can’t play with them until he has a team, he’s determined to form one. With the help of his mom and their trusty Hyundai, he rounds up some fierce friends to play football. The ad is relatable – everyone’s been put down or told they can’t do something before – but that only drives them to prove others wrong. Plus, Millennials have grown up with their parents’ support and encouragement that they can do anything, so this ad accurately captures familiar sentiments. Combine this storyline with some motivating music and comical kids and you get a cute and encouraging commercial that makes others want to support Hyundai's team too!

Budweiser: “Brotherhood”

While most companies focus on creating comical and creative ads that shock viewers or leave them laughing, Budweiser took a different approach and tugged at people’s heartstrings. A horse breeder raises a foal (who fans can help name on Twitter using the hashtag #clydesdales) to become a Clydesdale horse. He forms a close bond with the horse and sadly says goodbye when Budweiser comes to pick it up. Fast-forward and the breeder goes to see the horse as part of the Clydesdale fleet. In a tear-jerking moment, the horse breaks free to embrace its former owner as Fleetwood Mac’s “Landslide” plays. This ad appeals to people of all ages as they can form an emotional connection with the brand. The foal is Budweiser’s newest addition and Millennials in…

 
 

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The Newsfeed

“I observe holidays and religion-based traditions but am more connected to it as a culture than as a religion.”—Female, 27, MA

Chinese youth have a “selfie obsession” that’s changing beauty standards and creating a new tier of celebrity. The Influencer Effect is full blown in China, where young consumers are beautifying their selfies via filter apps like Meitu and plastic surgery—all in the quest to look more like wang hong, their internet celebrities. One influencer, HoneyCC, argues that “Selfies are part of Chinese culture now, and so is Meitu-editing selfies.” But some say the trend is pushing the population to become more homogenous by favoring certain features, and headlines have lashed back against the whitening of skin prevalent in social apps. (The New Yorker)

Eighty-one percent of Bustle, Romper, and Elite Daily’s Millennial readers say social media is the best way for advertisers to reach them. Bustle’s latest questionnaire also found that 40% of their 18-34-year-old readers prefer Instagram for brand communications, followed by trusted websites, email, and online articles. Some other fun insights: Over half believe that a company should give back, instead of just turning a profit, and 49% think “companies should do more to protect the environment.” (Adweek)

Drug use is down among teens—except when it comes to marijuana and vaping. From the 1990s to 2017, the percentage of teens who said they’d been drunk dropped from 46% and 58%, and those reporting they’ve smoked cigarettes from 26% and 17%. However, marijuana use increased for the first time in seven years in 2017, while vaping is up as well, with at least 19% of high school seniors, 16% of sophomores, and 8% of eighth-graders saying they’ve vaped in the past year. (LATimes)

Two modern dating shows are coming to Facebook Watch. The first “unscripted dating show” from SoulPancake, Love & Longitude, is shot on iPhones and shows two potential love interests’ relationship blossoming across FaceTime, social media, and other digital interactions. The second dating show from Machinima, Co-Op Connection, plays into the esports craze. One bachelor gets to pick his partner based on their personality—and their skills at the videogame, PlayerUnknown’s Battlegrounds. (tubefiltertubefilter)

Some cities are past their “peak Millennial” populations, as the generation increasingly finds new digs in the suburbs. Boston, Chicago, and Los Angeles all reached their highest Millennial population in 2015, and New York and Washington D.C. are showing slowing Millennial growth, according to U.S. Census data. Meanwhile Chicago’s suburbs and others have seen an uptick in their young adult populations—another Millennial myth debunked. Which urban centers are still attracting the demo as they age up? “Tech hubs” like Seattle and San Francisco. (Time)

“Crochet and knitting are very relaxing, therapeutic, and have tangible results."—Female, 31, AL

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