This year there are 30 advertisers that have reserved nearly 40 spots for advertising during the Super Bowl, at an average cost of $3.8 million — who cares who’s playing. (Go New England Patriots!) The real Super Bowl is a contest of advertising effectiveness.
The San Francisco 49ers’ Super Bowl XXIX trophy on display at the 49ers’ Family Day at Candlestick Park. (Photo credit: Wikipedia)
The real contest
As a marketer, this is one of my favorite television days. We get to see what should be the best creative thinking put to the test to sway consumers. One of the most important tests of these ads will be staying power. Will we remember the company and brand behind the ad, or just remember the clever story but forget what product they were selling?
Do you remember last year’s ads?
Sure, you may remember the M&Ms ad “just my shell” introducing Ms. Brown. Clearly it was an ad for M&Ms. How about that funny ad “the dog strikes back”– you know, the one where the dog exercises and looses weight to chase the car. Did you remember it was for Volkswagen? What about that ad with Matthew Broderick taking a day off in a Ferris Bueller like fashion? Did you remember that ad was for the Honda CR-V? Those were all clever ads, but if you don’t remember what they were advertising, what could they accomplish?
Here is a list of ads I’d like to see this year.
1. Coca Cola telling us the truth – it’s the sugar that makes it taste good.
2. Anheuser Busch: because we like beer.
3. GoDaddy: no sexy models, just decent domain management services at a good price
4. Any American bank just thanking the government and the people for bailing them out.
What ads would you like to see?
See last year’s ads here: http://entertainment.time.com/2012/02/06/the-best-and-worst-super-bowl-commercials-of-2012/slide/hyundai-cheetah/
