Photo Credit: http://www.amazon.com
If you didn’t know what Bai Antioxidant Infusion Drinks were prior to the 2017 Super Bowl, I’m sure you quickly found out once you saw Christopher Walken recite the famous line from NSYNC’s popular song “Bye Bye Bye.” Walken then looks over to Justin Timberlake and they look at each other for a few seconds and then look back over at the camera where the Bai drink is sitting on a table and the song “Bye Bye Bye” blasts out in a effort to make a “punny” joke.
This Super Bowl ad was marketing genius combining a catchy pun, nostalgia, and two admired celebrities all in one advertisement. The Bai brand partnered with well-known and admired celebrities Justin Timberlake and Christopher Walken to promote their brand. This was a smart choice because most people know both of celebrities. Also, the brand’s target demographic is Millennials and Generation Z. So, choosing Timberlake to do this advertisement was the best idea…especially since they featured his old boy band’s song. Because most Millennials and Generation Z people can relate to this song since it was during their childhood/teenage years.
They also risked having a few seconds of no talking when Timberlake and Walken look at each other. Super Bowl commercials are already so expensive just for a 30 second ad…so you want to use your time wisely within the commercial. However, in this case I think they made a good decision in incorporating the pause because Timberlake has an odd look on his face as if he is thinking about the “punny” joke Walken just made.
What do you think? Do you think they promoted their brand well? What could have they done better?
That’s it for now…