As the biggest advertising showcase in the US, Super Bowl commercials have a tendency to be over the top as they strive to grab viewer attention in a uniquely cluttered, competitive brand environment.
But analysis covering this year’s spots, conducted by international research firm System1, shows that the biggest lesson to come out this year’s crop of big-budget ads is to keep it simple.
The best commercials, in fact, exhibited at least one – and sometimes all – of the following traits, and offer useful guidance for future advertisers in the NFL season-closer, and for marketers seeking to...