Super Bowl Ads
If you're a client paying 4 1/2 million dollars for a spot on the Super Bowl with people watching all over the world, you want to accomplish more than just name recognition. You want to persuade people your product is better than your competition. If you think the job is done by just attracting attention with "entertainment", You just threw away 4 1/2 million dollars. If you OK'd that commercial, you deserve to lose the money. Only world-widely known products can attempt that technique. So many of this years spots opted for "feel good" ads or bizarre ideas with no connection to what they were selling. Pure waste of money. These method must be used in service to your selling message. Sex can be used creatively, such as in Fiat's "Blue Pill" take-off on Viagra. Or Carl Jr's "All Natural " hamburger.
Some "teases" were real disappointments, like the Game of War Tub scene that implied that the real spot would show her emerging from the tub. It didn't. She was already dressed when it came on. The race between the turtle and hare was below the dignity of a brand like Mercedes -Benz. Camry and Budweiser were able to do satisfying "feel good" ads, with "Being a Dad is More Than Being a Father, and Bud's "Lost Dog " spot. Dove also hit with Dads in "What makes a Man Stronger? showing That You Care."
As always, Super Bowl ads were a mixed bag.
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