Serena and Toni Battle it Out for Bumble and Toyota
We’ve been busy the past two weeks delivering AdRate analyses of pre-released Super Bowl LIII ads. From Coke & Pepsi to alcoholic beverages to snack foods, our research has dug into what worked and what didn’t for a nationally-representative sample of American consumers (n = 3068).
For a refresher on the basics of Groundswell and Backlash, click here. But now, we’d like to present three buckets of “big learnings” from our analysis:
- Emotional Strategy
- Purchase Intent
In the text below and attached files, we walk through these learnings using Bumble and Toyota’s Super Bowl spots as illustrations. But before our summary, here are the ads:
Bumble hopes your relationship score starts at love-love
Bumble’s 30-second ad features tennis giant Serena Williams, whose success story has also served well in recent Nike campaigns. The creative team behind the ad was also predominantly female, only reinforcing the message of female empowerment in modern relationships.
Toyota explores a road never before taken
Toyota’s minute-long spot features Antoinette “Toni” Harris, the first woman to ever receive a full ride football scholarship for a non-specialist position (and the second woman ever to receive an American football scholarship, to boot). Toyota employed a dedicated multicultural creative agency for this spot, so we were interested in seeing how their execution drove responses across segments.
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