King’s Hawaiian plays up the cute factor for 2017 Super Bowl commercial
May we now give a warm welcome to King’s Hawaiian into the pantheon of great Super Bowl commercials? The company brought to the table tonight a spot that was certainly fun — we don’t think that it’s going to reinvent the wheel at all or shock anyone, but it is still an ad that is incredibly easy to get behind as something that suits their brand, and something that will appeal to the majority of family audiences who are out there.
For more on why this ad works, and also one of its apparent shortcomings, just take a look at our full take below.
What worked – The premise here is great: A dad thinks that he is hiding all of his King’s Hawaiian rolls in a secret compartment, only to realize not long after that these said rolls are really just coming through to the other side, where some of the kids are eating them. It’s clever, and the reactions by the kids really make this worthwhile. This isn’t a complicated premise, but at the same time, there is really not any reason for it to be. It gets the job done the way that it is.
What didn’t – You can make the argument here that it’s a little weird for the kids to say the full brand name — in general, this is something that annoys us about many commercials, and it’s also something that we’ve seen many times before in the past. There’s just no real need to do this! Also, the ad isn’t really doing something that is new to the advertising space — it’s something that we’ve seen many times before! The only thing that is different here is the execution.
Overall – King’s Hawaiian is a family company — they’re not the sort of company that is going to come out and try to create some sort of shocking commercial that you’ve never seen before. They are much more focused on delivering something that caters to their base and is both fun and charming. This fits the bill. Grade: A-.
What did you think of the ad? Share now in the comments, and head over here to get some other commercials from the big game! (Photo: King’s Hawaiian.)
https://www.youtube.com/watch?v=UY1VPlyaTNk
