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 Google’s Two Super Bowl Ads Through the Lens of Need States
RMT’s science has discovered 86 Need States commonly found in ads, programs, and people, as well as in all other forms of content and communication. To demonstrate, here’s a topline analysis of the two recent Google ads in the Super Bowl.
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Both of these fine ads excelled in many of the same Need States. Let’s focus on one Need State where they excelled: Self-Transcendence. Both ads lifted the average viewer out of the day to day state, and enabled viewers to momentarily connect with ennobled emotions and ideals. 
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The two ads got you there by different paths, one unifying and upbeat, and the other realistic yet resilient.
 
The average piece of content (ads, programs, movies) in the database (3762 items on 2/5/19) has only a 13.40% score on this Need State. “100 Billion Words” has a 48.94% score on Self-Transcendence, more than triple the norm. “Codes” 31.91%, more than double the norm.
 
Other Need States where this pair of spots were well above average include Savoir-Faire, Credibility, Comfortable With Yourself, Camaraderie, and Love.

More information about these ads.
 
To watch the ads:
https://www.youtube.com/watch?v=uXfJc8up6cM 
https://www.youtube.com/watch?v=2yWS7nqAEmw
 
More information about Need States:
Engagement Without Attraction is Not Enough
The Discovery of 86 Need States

© 2019 RESEARCH MEASUREMENT TECHNOLOGIES INC
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  • Products for Brands
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