Beyonce, Beer & Brands: FinchFactor's Thoughts on Super Bowl 50

Just so you know, the Denver Broncos won the Super Bowl. And yes, Beyonce was better than Coldplay. Now that we’ve gotten that out of the way…

The Super Bowl is a day of family and friends, drinking too much beer, eating too much fried food, and cheering on your favorite team. An all-American day of celebration. Around 100 MILLION viewers, or as I’d like to call them, consumers, are cozied up onto their favorite section of the couch with no intentions of getting up for the next 4 to 5 hours. An invaluable opportunity for brands? I’d say so.

This is one of the only times that you hear people talking about how much they love watching commercials. Usually, they’re just an annoying interruption into whichever TV show or movie you happen to be watching. But, for one day of the year, they become something of a cultural icon. Super Bowl Commercials, both incredible ones and duds, are remembered in one way or another, for years to come. And with this remembrance comes the chance to solidify your spot at the top as an agency or brand. 

At FinchFactor, we know the impact that The Super Bowl has on the creative industry. After all, one of our amazing clients, Anomaly, did just show the world that wickedly wonderful Helen Mirren Budweiser ad, encouraging all of us never to drive drunk. That Helen is convincing #GiveADamn.

Now, even though we’re experts on what The Super Bowl means for our industry, that doesn’t necessarily mean that we all know much about the event itself, or American football for that matter. So, the American of the office, myself, has asked the Finchies to answer a few questions to figure out who knows what, and most importantly, what everyone’s favorite Super Bowl ad is. Read on to find out how (hilariously) little Europeans know about American football. 

No.

No idea (woops). 

Not really, no. In the Netherlands we absolutely love sports and all kinds of sports, but American football is just not one of them. I think the interest is growing but it is just not that embedded in our culture (yet). 

I don't know enough about it, but if I see what it does to people then yes, I think you can compare it. In The Netherlands the whole country is just going crazy when the Dutch national team is playing in the World Cup. 

The Heinz 'Wiener Stampede'. Dogs and food, what's not to love?

I think it's just like enjoying any other sport. Also, when it comes to big sports events like the Super Bowl, I think it is not only about the actual game, but also about the fact that sports unite people. It creates an atmosphere that is amazing. Everyone comes together.

I must be honest that I always had a secret desire to watch the Super Bowl together with a group of fanatic Americans. The way it takes over the whole of the US for at least a week fascinates me. The Super Bowl ads seem to be a ‘make or break’ moment for brands and agencies. With budgets exceeding millions, and a whole nation watching (and dissecting ads after they’ve aired), the creative industry has entirely created its own Super Bowl that needs to have been won before the actual match even kicks off.

 

The ads seem to get more bonkers every year, but recurring features always seem to be celebrities, animals and a lot of humour. Some all-time favourites of mine are definitely the Volkswagen Darth Vader ad, as well as the Budweiser Puppy and Horse love.

Growing up in the UK has meant the Super Bowl/American Football was never really part of my life. It has increasingly been in my periphery, though. We used to watch it at Uni using the event as an excuse to stay up late and get drunk on a Sunday night. Still couldn't tell you the rules though...  I've spent more time watching lip-syncing American football than the actual match – see below:

One thing I can say is that it has always felt like the epitome of America to me, the sheer scale and effort that goes into one match could only be pulled off by the U.S. 

From my experience - the adverts take as much of a worldwide stage as the game does.

I have never watched the actual game of the Super Bowl. To be honest, up until a few years ago, I didn't really know what it was or what the impact it has on society. Everything about the beginning of February revolves around the Super Bowl and the spectacle it creates.

Thanks to both my American colleague, Jillian as well as Google, I do know that the Denver Broncos are 2016 Super Bowl champions.

   

I do know the rules of football, but not American football. I have on occasion done some research about the rules of the game, but it never quite sticks. I guess one of the best ways to learn the rules of a sport is to grow up playing it. Unfortunately for me, that did not come to pass (get it?).

I wouldn't personally compare it to the scope and size of the World Cup as I still don't really know how huge it is in the US. I mean, I know it is huge, but comparing the 300 plus million Americans to the whole world who does indeed take part in The World Cup, doesn't seem comparable.

It definitely has an enormous effect, immense impact and massive movement on the advertising/creative industry. The hype around the winning and losing ads is almost bigger news than the actual game as far as I can tell.

I don't have a favorite commercial, but think most of them are really clever and speak to the millions who watch them, talk about them and ultimately decide if they are awesome or not. I do enjoy watching the new film teasers which get me excited to go see them in the coming months.

I appreciate sports and people who watch them casually as well as the die hard fans who live by their teams through tick and thin. I think American Football is an interesting sport and definitely has an appeal to the millions who love it. Coming from South Africa where the game of Rugby is huge, although seems much more dangerous than American Football, I get the hook of watching people clobber each other chasing after a ball which isn't exactly shaped like a ball.  

No, I'm generally not a sports fan, I was never into watching any kind of sports. Except for maybe Snooker.

No idea, I don't even know who's playing.

Would that be soccer or American football? Either or, I have no clue. I was always the last one picked in gym class, not because I was particularly bad but because I hated it.

I guess it could be. Perhaps the UEFA Champions League might be a better comparison as that involves Europe, while Super Bowl involves US.

It's a huge opportunity for brands and agencies to get in the spotlight. But it's also a lot of pressure because everyone is watching.

I think it's probably great fun to watch it with friends and family. I'd love to experience it live at some point, being there in the audience. I'll put it on my bucket list.