Week 5 EOC-Superbowl Ad

A Superbowl commercial that did an excellent job of resonating with the audience and conveying their brand idea, was Busweiser and the The Clydesdales: "Brotherhood" advertisement. 

If you missed it, watch the commercial below:

The commercial can be broken down by looking at the following six factors. 

• The nature of the brand or group
• The nature of Budweiser is all American. The "Brotherhood" ad conveys this by showing a man raising something he loves to achieve greatness, kind of like the American dream.
•  The goals of differentiation and distinction
• Budweiser did a perfect job of differentiating themselves in this advertisement. They used emotion to gain viewers attention, and made them remember the commercial. According to  an article on Mashable, the Brotherhood ad was the number three most shares Superbowl commercial of all time. (http://mashable.com/2013/02/04/budweisers-clydesdale-no-3-most-shared/)
•  A strategic brand personality
• Everyone associates Budweiser with the iconic Clydesdales. That is exactly why views not only remember this ad, they more importantly remember what the ad was for. 
• The target audience
• The target audience of this particular ad was very wide, since such a wide variety of American people watch the Superbowl. Yet, Budweiser did a fabulous job of appealing to the diverse audience. The "Brotherhood" story can appeal to and strike a cord almost anyone. 
• What is important to the target audience
• Yet again, a broad audience means many different things are important to them. The Brotherhood commercial zeroed in on something that is important to any normal American: friendship.
•  Positioning
• The Superbowl was the perfect place for Budweiser to bring back an emotional ad featuring the iconic Clydesdales. People will be talking about the ad for months to come. As Slate.com called the ad, it was "powerful and memorable." (http://www.slate.com/articles/business/ad_report_card/2013/02/_2013_super_bowl_ads_godaddy_budweiser_mercedes_blackberry_samsung_and_the.3.html)

One more thing I think I should mention: I sat down and watched the entire Superbowl this year, and the only think I bothered to tweet about was the Budweiser "Brotherhood" commercial.