NRF Retail's Big Blog | Goosebumps, giggles and gadgets: Mike Gatti’s top 5 Super Bowl commercials

February 6, 2012

NRF Retail's Big Blog — February 6, 2012 | Kathy Grannis

This is a summary. Read original article in full here.

The Retail Advertising and Marketing Association (RAMA) found 25.8 percent of people planned to tune in strictly for the commercials.

To dish out his own thoughts on the winners of last night’s mega-expensive, ultra-territorial Super Bowl commercial showdown, RAMA’s Executive Director Mike Gatti, in his third annual “Top 5 Commercials” blog post, puts a few things into perspective.

Check out his top picks below:

Best Buy —  Best Buy’s “Innovators” brings together the people who in only a few short years have completely revolutionized how people get their music, entertain themselves, take pictures with their phone and even have conversations with an automated assistant.  In a message to current and potential smartphone owners, Best Buy reminds us they have it all.

The success of a Super Bowl commercial, as Gatti points out, lies in the connection that is made between the brand and the viewer. “People who make movies have an hour or two to tell you a story,” he said. “These advertisers and these brands have 30 to 60 seconds to tell the entire story — to make you cry or to make you laugh. They have to grab your attention, relate to you and get you to have an opinion in very short matter of time.” [...]