Did you see the Monster ad during Super Bowl LII? What did you think?
According to USA Today Ad Meter, the ad ranked #45 out of 65 total Super Bowl ads. Ad Meter asks consumers to register prior to the game and vote on every ad on their reaction. The 2018 Ad Meter is the 30th year and the results have become the industry-leading tool used to measure public opinion surrounding Super Bowl ads.
According to the Ad Meter, the Monster ad polled highest among:
- Individuals over 65 years of age
- Females
- Those earning $75,000 to $100,000
- Residents of Wyoming
In case you missed it (this is the extended version), the 60-second spot was based on the real-life story of Monster founder and audio engineer Noel Lee – “highlighting his lifelong quest to bring better music sound to the world.” Musical artist and YouTube star RiceGum played the young “Head Monster” Noel Lee. Lee himself appeared at the end of the spot.
The ad was titled “You Deserve Better” and featured the song “Savior” from Grammy-winning pop star Iggy Azalea. The commercial served as the launch of Monster's new headphones and speakers under the marketing campaign slogan “MonsterTakeover 2018.”
Set in New York City, the spot followed the young Lee, living in a drab, uninspiring world where people listen to music using only the plain ear buds that come with their phones. Inspired by a beautiful singing voice he hears on the subway, Lee returns to his garage workshop where he creates Monster – his groundbreaking audio company.
The workshop scene highlighted Noel Lee’s career of cable and power products that litter the table. The history of Monster’s products were highlighted, with several celebrities. In addition to Azalea, Aerosmith guitarist Joe Perry, chart-topping hip hop icon Yo Gotti, Big & Rich country star Big Kenny, singer, dancer, actor and TV personality Joey Fatone, songwriter/producer Poo-Bear, reality TV star and entrepreneur Jonathan Cheban, and radio host/TV personality Charlamagne tha God and DJ Irie appear in the ad.
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The Super Bowl draws 100 million viewers, with another 100+ million views expected from a follow-up longer version YouTube spot. Worldwide viewership is anticipated in excess of 300 million people. The spot was produced by the NBCUniversal Content Innovation Agency.
Monster could not have picked a better time slot for its $10 million Super Bowl ad. The ad aired late in the game, which was one of the most exciting Super Bowl games ever. (Congrats to the Philadelphia Eagles and their fans.)
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