The most noteworthy takeaway from the Super Bowl 50 commercials may be that the lack of truly memorable marketing messages indicates that TV ads are becoming less able to compete with digital advertising. Super Bowl ads have traditionally been considered one of advertisers’ biggest opportunities to wow consumers, but because so many of the ads were available for viewing ahead of time, with few truly debuting during the game, this has perhaps diminished audiences’ excitement.

Last Sunday’s football game featured ads during commercial breaks that illustrated a number of Mintel Trends. Here, trends expert Carli Gernot highlights…

Three of Super Bowl 2016’s most thought-provoking ads and the consumer trends that embody them:

Colgate’s “EveryDropCounts spot featured no oral hygiene products of any kind. Instead, the brand asked people to simply turn off their faucets while brushing to reduce water waste. The ad informed viewers that the 4 gallons that are wasted when the tap is left on during brushing is more than many people in the world have access to in an entire week.

Mintel’s Hungry Planet trend looks at how waste of all kinds impacts consumers and companies alike. Brands can spark interest from consumers and frame themselves as in touch with issues bigger than turning a profit by addressing consumer waste, as well as streamlining budgets by tending to corporate waste.

As part of Budweiser’s #GiveADamn campaign, British actress Helen Mirren encourages people to drink responsibly, delivering an impassioned message and calling those who drink and drive “short-sighted, utterly useless, oxygen wasting, human form of pollution… a Darwin-award deserving, selfish coward.”

Mintel trend Prepare for the Worst revolves around risk aversion and preventative measures that can be taken to avoid disaster of one kind or another. Beer brands focusing on messages of responsible drinking which also deliver these messages in pleasing, entertaining ways will surely win over consumers.

Quicken Loans’ Super Bowl 50 commercial shows the brand’s plan to revolutionize the mortgage industry. The ad opens with a voiceover asking, “What if we did for mortgages what the internet did for buying music, plane tickets, and shoes?” The Rocket Mortgage product provides an easy way for anyone to apply for a mortgage, opening up a whole new world of future purchasing to look forward to. This tool is set up as a  gateway to a healthier global economy and just what young people need in order to start off on their journey toward becoming homeowners.

Mintel trend Life Hacking discusses the tools and services which help boost consumer productivity and provide ways to streamline areas of life and work. Providing apps and other products which make traditionally complex processes straightforward and accessible anywhere, by anyone with a smartphone is a way for brands to leverage consumers’ modern appetite for multi-tasking, instant gratification, and an easy way to get things done.

Personal Care Market

Our personal care team uses that in-depth knowledge to put Mintel’s consumer research in category context to show you the coming trends and tell you what they mean.

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