[ad_1]
Skechers is returning to the Super Bowl. Similar to the footwear company’s other recent Super Bowl ads, this year’s commercial isn’t likely to win any accolades.
In the 30-second spot, set to air in the third quarter, longtime brand spokesperson Tony Romo reminds viewers there’s no letter “t” in Skechers. Then Mr. T bursts through a wall to refute Romo. He explains to the former NFL quarterback and CBS color commentator that he’s always wearing a pair of Skechers. Get it?
Given how marketers use the Super Bowl to take big creative swings—whether that means experimenting with the form or building a larger narrative around the ad—Skechers’ commercial is safe and dull by comparison.
It’s not even a new idea. Last spring, the brand introduced a commercial featuring Mr. T bursting through a wall to argue there is, in fact, a “t” in Skechers (i.e. it’s him). The ad ran on national linear TV more than 1,200 times in April and May, according to ad measurement and analytics firm iSpot.tv.
Another lackluster Super Bowl ad shouldn’t come as a surprise to anyone familiar with Skechers’ past work, which tends to perform poorly.
Viewers ranked last year’s spot, which involved Romo, Snopp Dogg and Martha Stewart, as the 25th best commercial out of 51 on USA Today’s Ad Meter. Skechers’ 2021 Super Bowl ad starring Romo and his spouse Candice ended up just a few slots higher than last place. “Sorry but this ad kind of sucks,” one person opined on YouTube.
Another example: Skechers’ 2018 effort placed 62 out of 65 ads.
Rick Suter, editor of USA Today’s Ad Meter, noted Skechers had a third place hit in 2012 with a spot showcasing a French bulldog named Mr. Quiggly beating several greyhounds in a race.
“Since then, it’s been a less successful ratings run,” Suter told ADWEEK via email. Suter added he thought this year’s creative has a “fun hook that might resonate with fans.”
Skechers declined to comment for this story.
