Super Bowl Commercials

Do you ever wonder how ad agencies and copywriters create concepts for Super Bowl commercials? Take it from the experts, but Super Bowl commercials were not made by advertisers themselves. You see, what advertisers only have are three things, product, money and the desire to entertain people. Most successful Super Bowl commercials were made by ordinary people. Think about it, we love to watch those commercials during the breaks which oftentimes are more pleasurable than the actual games. But the unsung heroes behind the great ideas remain unsung.

If you are a budding copywriter then the Super Bowl Sunday should be one of your targets. Why? Because it is the best way to showcase your ideas even if you don’t get the direct credit. But knowing that people loved and enjoyed your creation, that’s already a big plus. So how do you write effective Super Bowl commercials by the way?

The most successful Super Bowl commercial ever was the 1984 ad from Apple computer. Take note that the word being used in description is “successful”. Successful entails a lot of many advantages. And when your ad is successful, you know that you are a winner. Successful Super Bowl commercials are not just entertaining; they should be engaging and enterprising.

Is this becoming difficult for you? No, it should not be. The first thing that you will ever need to consider in conceptualizing a Super Bowl commercial is to entertain. Your concept must be original, write like a movie screenwriter. If you have noticed, most Super Bowl commercials have that movie experience. It’s a true and tested strategy. Give viewers the feeling of watching a movie within 30 seconds. Sounds difficult? Okay here are some techniques.

You don’t have to borrow a scene from a movie, although sometimes it may help. Don’t force your brain to squeeze out ideas. Take a breather, watch a movie and observe how screenwriters turn everyday activities in dramatic scenes. Admit it, apart from science fiction, most movie scenes that involved humans are based on true to life experiences. The magic starts when viewers feel that something big is happening. Even with a limited budget you can turn a simple scene into a dramatic picture.

Next, you need to write a Super Bowl commercial that is engaging. When someone says engaging, it means that the viewer is affected by the commercial. No, not just the laughing and the wild reactions they make out of the commercial. What “engaging” means is that it must stimulate a thought to the viewers, like when they say “yeah, that’s right” or “oh yes, why haven’t I thought about it”. These are indicators that your ad is engaging. Your viewers think after they’ve seen your concept. And this made the 1984 ad from Apple very successful.People were talking about it every where. People were engaged and they anticipated the release of Apple computer with much enthusiasm.

And then there’s the product. You got a big idea but it just does not fit the product. Remember, when you write for a Super Bowl commercial, it must benefit the business not harm it. The third “e” is enterprising. It should be able to sell to the viewer without telling them in the face that they must “buy this and that or else”. You don’t have to put all the details of a product, especially if it’s already an established brand. But if you are introducing a new product make sure to write a copy that is relevant.

Remember all the three Es in writing Super Bowl TV Commercials: entertaining, engaging and enterprising. When you add up all three important elements, you will surely get an E – an e-ffective Super Bowl commercial.