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Home Depot Super Bowl Ad
Brands didn't absorb millions of dollars to be told 33% of comments to an ad were negative, absolute or neutral. Brands bought them to advertise products, and with any luck, advantage a 100 million-plus-person focus accumulation to see how bodies acknowledge to the brand's message. As Ad Age Editor Nat Ives wrote in his assay of Super Bowl ads, "In a alienated time for the country on issues such as immigration, abundant of the ad agenda from Super Bowl LI acquainted too aerial for the moment." But some brands did go big and bold, with able artistic acutely meant to breach affecting ground. And big and adventurous creatives accept added than aloof atramentous and white responses, they are abounding of color. At Canvs, area our aggregation of abstracts scientists adviser amusing media platforms for affecting agreeable application accustomed accent processing, we affable into the numbers surrounding some of Super Bowl LI's best emotionally beating spots.
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Budweiser
Budweiser's "Born The Adamantine Way" tells the adventure of ancestor aggregation Anheuser-Busch's immigrant architect advancing to America with a dream: to beverage a bigger beer. On Budweiser's Facebook page, the atom has already garnered 10 actor angle (including angle from the pre-game pre-release), with over 12,000 comments, 50.2% of which bidding an emotion, according to our analysis.
The top affect so far: love, which accounts for 49.1% of all Affecting Reactions (ERs) tracked.
A sample comment, from Facebook user DeAnna Boehm: "What a admirable admonition of the HOPE this acreage offers-and the opportunities for those who accept big dreams and appetite to assignment adamantine to accomplish them appear true. I accession a bottle to you!! Thanks for the auspicious message. All of us charge it!"
Other top emotions: adore (11.7%) and congrats (5.6%) -- with finer 1 in 20 ERs patting the beer maker on the aback for accepting the audacity to accomplish the ad.
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From Facebook user Sabina Rizvanovic-Merrick: "I don't accept football but I watch Super Bowl every year aloof for the commercials and every year Budweiser commercials are my admired alike tho I don't alcohol beer. Great job! And I additionally immigrated to this Country 19 years ago and I adulation it. This is home!"
Although admirers about adulation the ad, abhorrence (3.4%) was additionally bidding by consumers on Facebook. What collection the hate? Mainly how bodies feel about the beer itself. Over on YouTube, abhorrence (13.2%) was additionally present, and was already afresh mainly directed at the aftertaste of the beer -- although some of the negativity was directed to Budweiser for authoritative a pro-immigration ad.
YouTube user Ian Stradian: "These advanced idiots don't assume to apperceive who drinks their products."
Interestingly, the abhorrence levels on YouTube were about four times college than on Facebook.
84 Lumber
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Another able ad came from 84 Lumber, which portrayed a mother and daughter's adventure against acceptable acknowledged American citizens. (Its 90 abnormal wasn't alike the abounding story; see the accomplished thing, the cessation of which abandoned appeared online, here.) The atom afflicted up affluence of affect in viewers, accumulation added than 1.5 actor angle on the brand's Facebook folio alone, and sparking 3,079 ERs amid the comments. The top affections were adulation (32.2%) and admirable (16.1%). Other top affections were adore (7.3%) and congrats (5.9%).
Notably, those that larboard abrogating comments were acceptable to get a acknowledgment from the brand. For example, Diana Christine: "Good to apperceive you are announcement actionable immigration. Now I apperceive area to buy....hello Home Depot!"
84 Lumber's response: "Hi Diana, We do not disregard actionable immigration. The adventure of the mother and babe symbolizes grit, dedication, and sacrifice. Characteristics that we attending for in our bodies at 84 Lumber. President Trump has ahead said there should be a 'big admirable aperture in the bank so that bodies can appear into this country legally.' We couldn't accede more."
Avocados From Mexico
Avocado prices accept been rising, and Avocados From Mexico addressed this with its Super Bowl spot, which has garnered added than 8.2 actor angle on the brand's Facebook page. Out of added than 4,000 comments, Canvs detected aloof over 1,400 that bidding a specific ER, with 38.7% evoking love. Admirers additionally anticipation the ad was funny (19.7%) and aloof about enjoyed it (12.9%).
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Charles Cirgenski: "Wow! Excellent spot. I adulation avocados ten times added now. Or is it aloof the brainy advertising... Oh no. They got me, too."
Audi
Audi took on the affair of the gender pay alterity with its "Daughter" ad, which has accustomed added than 2.4 actor angle on the brand's Facebook page; 43.9% of all Facebook comments bidding some array of emotion. The top emotions? Adulation (47.2%), adore (7.3%) and congrats/love (3.6%). When abhorrence was expressed, it abandoned seemed to affect those that admired the ad to acclaim it alike more.
Facebook user Nicki Hoffman Cermak: "Such an amazing message. The abhorrent comments accomplish it bright why these letters are still necessary. Thank you for actuality a articulation of acumen for our approaching generation."
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