This Sunday, over a hundred million people will turn to the big game to watch the best football players match play for play, in the midst of leading advertisers who have invested millions hoping to break through all the clutter and excitement.
What kind of commercial will win the day?
Over the now 48 years of the Super Bowl, Budweiser stands out as the most consistent bet when it comes to the national popularity polls of big game ads. So perhaps this one will prevail on Sunday.
Budweiser clearly knows about the cognitive theory of empathy.
The brand symbols of the Budweiser clydesdale horses and the dogs that guard them are highly likable. We relate to them as though human characters in a play. We identify with the dedication of the young dog, the anxiety of separation. We rejoice in the outcome.
Other than winning the advertising super sweepstakes, the payoff for Budweiser resides in the concept of "attitude toward the ad." We enjoy the advertising, and we like the brand that makes us feel good about the world and ourselves.
Copyright © 2014 by John Eighmey. All Rights Reserved.