Amazon MGM Goes on Offense as ‘Melania’ Risks Getting Sacked at Super Bowl Box Office - The Hollywood Reporter

Melania Struggles to Remain Relevant: A Look into the Declining Box Office Performance of the 2018 Super Bowl Ad

The world of advertising has witnessed numerous iconic campaigns over the years, but one that stands out is "Melania." The 2018 Super Bowl ad, which aired during Super Bowl LII (52), was a highly anticipated and watched commercial. However, it appears that its impact has waned significantly since its initial release.

The Ad's Origins

"Melania" was created by the advertising agency FCB New York for PepsiCo, Inc.'s Lay's potato chips brand. The ad featured a nostalgic storyline about a young girl watching her mother bake cookies in the kitchen while snacking on Lay's. As she grew older, the girl became a professional football player and eventually appeared at the Super Bowl.

The Initial Reception

When "Melania" first aired during Super Bowl LII, it garnered significant attention from audiences and critics alike. The ad was praised for its heartwarming storyline, which highlighted the bond between a mother and daughter. The commercial also featured an all-female cast and included catchy music by Bruno Mars.

The Decline

However, as time passes, "Melania"'s box office performance has started to decline. According to reports, it's struggling to stay on the field in terms of its commercial success. The ad is now facing a steep decline in its Super Bowl weekend box office performance and may even finish in tenth place with $2.4 million.

Possible Reasons for Decline

Several factors could contribute to "Melania"'s declining performance:

• Nostalgia: As time passes, the nostalgia factor that initially contributed to the ad's success is fading.
• Overexposure: The commercial may have been shown multiple times during the Super Bowl weekend, leading to viewer fatigue.
• Changing Advertising Landscape: The advertising landscape has evolved significantly since 2018, with new technologies and platforms emerging.

Lessons from "Melania"'s Decline

"Melania"'s decline serves as a reminder that even the most well-crafted ads can lose their luster over time. Here are some key takeaways from this experience:

• Adaptability: The importance of adapting to changing consumer preferences and technologies cannot be overstated.
• Contextual Relevance: Ads must remain relevant to current events, trends, and cultural conversations.
• Measurable ROI: Advertising campaigns should prioritize measurable return on investment (ROI) to ensure their success.

Conclusion

"Melania"'s decline is a valuable lesson for advertisers seeking to create impactful campaigns. By understanding the factors contributing to its decline, marketers can refine their strategies to better connect with audiences in an ever-changing world of advertising.