Why is this year’s Super Bowl a great innovation example?
THAT ESCALATED QUICKLY - #EVerybodyIn #NoWayNorway”
This year's Super Bowl commercials are going around the world quickly as usual.
One thing that is always interesting for innovators is what new ideas the commercials spark for other businesses.
This year one of the hottest commercials, and definitely the one that went viral fastest, is from General Motors, featuring "Anchorman" actor Will Ferrel.
GM is going first time big into Electric Vehicles, making at the same time fun of Norway and Northern Europe. In fact, they envy Norway for their leading EV adoption.
It is great to see a big company like GM focussing on the more sustainable solution of EV and making it mainstream with their Super Bowl commercial.
If you haven't seen the video check it out here.
What is great to see is how fast the innovative response from the market and others arrives after the commercial is out.
After an initial set of teasers released by General Motors got the attention of Prime Minister Erna Solberg, now the country's climate minister is inclined to do a bit of crowing. "Norway is absolutely not best in everything in this world. But on EVs, we're actually the best," Sveinung Rotevatn, says. "There is no one who is even close to selling as many as us.”
"When we - a pretty rocky, pretty cold, and quite scattered country manage to succeed with electric car policy, then it's obvious that it provides substantial ammunition to those in other countries who ask their authorities: Why can't we do this?" Rotevatn said.
The ball keeps rolling, picking up Norway as a tourist destination with a lot of humour. See two great examples here from The University of Norway as well as from the Official Tourism Board of Norway.
Ford of Norway also responded, featuring Mustang Mach-Es delivering pizzas all around Oslo. Ford of Norway already sells EVs, and GM doesn't. That's the joke.
Audi’s Norway division is also punching back at GM and Ferrell, with help from Norwegian actor and “Game of Thrones” star Kristoffer Hivju. In a new video he is seen picking up a globe like the one Ferrell punched, saying, “You want to punch us in the face?” and ends with the message,
“Don’t hate. Imitate.”
GM in a statement said: "The goal of our 'Everybody In' campaign is to
create interest in and spark a movement toward EVs.
It’s been incredible to see the high-profile retweets of and creative responses to our Super Bowl ad and Audi Norge’s video series is a favorite of many of us at GM. Everybody In!"
What has all this to do with innovation?
This all speaks for how quick things work when you are open to explore and act quickly.
Of course GM has planned the video for most probably several months to be released at the Super Bowl, the other responses came quickly within less than 24 hours and are for sure not the last ones you will see.
Innovative outcomes:
Conversation about electric mobility is being very positively stimulated, and becomes interesting and entertaining also for people outside the automotive or technical bubble. Awareness and interest groups are being increased.
EV sales will definitely experience positive signals.
Motivation to follow this example and create new or similar campaigns. Innovation isn’t all about creating something entirely new, being a pioneer and leading visionaire. Sometimes, it’s much more about being playful and picking up someone else’s seed, add your own response, and see it becoming a prosperous plant ready to make our world a more fun place, and your business a more successful one.
The question for you and your business is:
what is your super bowl video moment and what are the things you can utilize global movements to inspire and engage with your customers.
How do you spark movements and new ideas in others?
Heitland Innovation Coaching - Let’s speak today and connect the dots of innovation!
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