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

Quote of the Day: “My favorite brand on social media is Complex, because it's more of an online network that reports on urban culture.”

—Male, 23, MI

Luxury watch brands are innovating to cater to what could be their biggest opportunity: Generation Z. A September 2016 survey from Mintel found one in five 16-24-year-olds reported they were thinking of buying a watch “in the coming months,” and that “the young are the biggest buyers of all age groups.” As a result, watch brands are taking marketing online. Omega says that social media is not part of their marketing strategy but “the way [they] communicate.” (Financial Times)  

A group of moms is making hijabs for Barbie to battle Islamophobia. Created through a partnership with the non-profit For Good, Hello Hijab sells $6 handmade headscarves for dolls, available April 1st, along with a card explaining what the accessory is. As one founder explains, the aim is for a more inclusive generation: “They will see it as a kind memory from their playtime, and then they will grow into a kinder generation…used to playing with dolls that look different to them.” Profits from the new doll accessory will go to support multicultural communities. (RT)

Netflix is winning the “steaming wars”—at least on home TV sets. comScore’s analysis into video streamed over Wi-Fi to televisions in U.S. homes found Netflix’s penetration is around 40%, while YouTube, the next most-used service, was less than 30%. Both Amazon and Hulu are far behind at below 20%, but the latter was found to have engagement rates on par with Netflix: “People who do use [them] use [them] a lot…Both services engage their users for more than 25 hours a month.” (Recode)

Chipotle wants to "slyly” promote kids’ healthy food habits with an unbranded video series. RAD Lands, available for purchase on iTunes, follows “the Cultivators” as they try to save the galaxy’s animals and plants, and features cooking segments with celebrity chefs and musical appearances by the likes of Biz Markie and Wayne Coyne of the Flaming Lips. Described as an “entertainment Trojan horse,” the series is all about educating the next generation while also making a play to win back consumers after the brand’s food-related illness issue. (Ad Age

Airbnb is launching Aibiying, a new brand to target Chinese Millennials. The company’s research has shown an increase of 142% of travel out of China in 2016, and 80% of their users in the country are under 35. The young travelers are also a “lucrative market” according to one expert: "Chinese Millennials are likely to travel farther afield -- and to spend more while traveling—as their disposable incomes and appetite for adventure grow." Aibiying, which translates to "Welcome each other with love,” will include the brand’s latest “Trips” and “Experiences” features. (Inc.

Quote of the Day: “Budweiser ads are memorable because they pull at the heart strings with the horses and dogs.”—Female, 22, CA

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