Imagine the Super Bowl: the grand stage of American advertising, where brands pull out all the stops with bold, emotional, and often hilarious commercials. But what if the French took over this quintessentially American tradition? After a fortnight of getting exposed to the culture and the marketing world of France, I wanted to unpack this one exciting (maybe slightly weird) question: How would those coveted Super Bowl ad slots look if they were crafted with a touch of French elegance and sophistication?
Try to recall as many Super Bowls ads as you can, especially from the 2024 game, to see the stark contrast here! State Farm, Dunkin', Uber Eats, Duolingo, BMW, CeraVe, ...
Subtlety Over Shock Value
First off, they would get rid of all the over-the-top theatrics. French ads wouldn’t rely on shock value or slapstick humor to grab attention. Instead, they’d employ a more refined approach, focusing on subtle storytelling and understated wit. Picture a Louis Vuitton commercial: serene, visually stunning, and dripping with elegance. A French Super Bowl ad would likely be more of a short film than a brash spectacle (no offense!).
Elegance and Aesthetic
The French marketing and lifestyle—are all about aesthetics. Their Super Bowl ads would be a visual treat—beautifully shot, with artful cinematography and soundtrack that’s nothing short of sophisticated. Picture an ad for a luxury car like Bugatti: sweeping shots of the French countryside, the car gliding effortlessly through picturesque landscapes, all set to a hauntingly beautiful classical score. It'd be less “BAM! POW!” and more “ooh la la.”
Emotional and Intellectual Appeal
American Super Bowl ads often go for broad emotional themes like family, patriotism, or humor—more focus on individualism (that's why celebrities are centers of attention in the Super Bowl ads). On the other hand, French ads would aim for something a bit deeper. They’d tell stories that resonate on a more nuanced level, touching on themes of heritage, quality, and the finer things in life. Imagine an ad for a high-end perfume like Dior J'adore (my mom's favorite!): a poetic love story set in the streets of Paris or in the mirrored hallways of Versailles, appealing to your sense of romance, nostalgia and royal traditions. It’s not just selling you a product; it’s inviting you into a dream.
Understated Humor
Humor would still be on the menu, but it’d be more understated and clever. French humor is wry, dry, and often tinged with irony. Picture an ad for a French café where a chic Parisian woman sits down with a cup of coffee. She looks over at a suave gentleman at the next table, who gives her a charming smile. As she lifts her cup, we see it’s an enormous, comically oversized mug compared to his delicate espresso cup. She shrugs nonchalantly and says, "C'est la vie," as the tagline appears: "For every taste, there’s Café de Paris." The humor is subtle, sophisticated, and just a touch cheeky.
Less Numbers and More Stories
I consistently noticed that French marketers were shying away from numbers, whereas, an American client (or an American Professor) would have hired me immediately (or would have given me an A+) seeing my number-laden pitch deck. That could be because French consumers believe in authenticity and love story telling. So, their Super Bowl ads would be all about genuine narratives. Brands would focus on sharing their heritage, values, and the craftsmanship behind their products. An ad for a French winery or perfumery might take you behind the scenes, showing the meticulous process of winemaking or perfume making, complete with interviews from passionate vintners or perfumers. It’s not about the hard sell; it’s about creating an emotional connection.
I studied the attention, engagement, emotional intensity, memory and brand equity analysis graphs and reports of the 2024 Super Bowl advertisements, and I strongly feel that stealing a few pages from the French marketing playbook would help make these Super Bowl ads more effective. Adopting the French style for American Super Bowl ads could bring a refreshing change by focusing on subtlety and sophistication. Instead of relying on shock value and loud antics, ads could use refined storytelling and understated humor. French elegance would enhance the visual and emotional appeal, making ads more memorable and resonant. Authentic narratives and clever branding would create lasting impressions, appealing to a more discerning audience. By integrating these elements, Super Bowl ads could achieve a perfect blend of entertainment and artistry, elevating the overall viewer experience. That being said, the Super Bowl ads are always amusing, heartwarming and in touch with the culture of United States. Their essence should be maintained to captivate the American consumers, but borrowing a bit from other cultures would do no harm.
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