Where’s the drama with Super Bowl commercials anymore?

There was a time when the introduction of new model year automobiles was an event. Dealerships would bring the new vehicles in under the cover of night. All windows were whited out so peepers couldn’t steal an early glimpse and photojournalists couldn’t get a picture for publication prior to the unveiling.

The buying public couldn’t wait for the big day to arrive. The anticipation was palpable.

Super Secretive

Super Bowl commercials used to enjoy the same build-up. Advertisers might drop hints at what the viewers were going to see, but the actual creative and all other elements of their commercials were kept under tight wraps until they aired Super Bowl Sunday.

The viewing public couldn’t wait for the big day to arrive. The anticipation was palpable.

Not so anymore.

Now we can see most every commercial that’s going to air during the Super Bowl broadcast online a week or more prior to the game. There are several portals with HD videos staged and a description of the creative. Mainstream media and scores of web publications have been writing about the commercials ad nauseum since the day after the conference championships were contested. Even search engines kick up scores of images from the commercials.

Talk about letting the air out of the balloon.

Instant Everything

It is a reflection on our instant everything in America.

We want to win the lottery, hit it big at the casino, buy that stock that hockey sticks inside of a year or sue somebody rotten so we can become instant millionaires.

We want to know the sex of our baby as soon as possible so we can choose the name, fill out the baby registry with gender-specific items and set up the nursery in the proper colors.

And we apparently want to see the Super Bowl commercials before the Super Bowl. If we could see the gridiron contest prior to Super Bowl Sunday, we’d probably settle for that, too.

Is it just me, or does this mindset sort of take all of the drama out of life?

LiveJournal Tags: Super Bowl commercials,television advertising,tv commercial,copywriting,advertising recall,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,copywriter,blogger

It’s a Super Bowl commercial, can you name the product?

CBS aired the Super Bowl's Greatest Commercials 2012 one-hour special program this evening. This is the 12th year for the segment. Advertising professionals and the companies featured in the show each year must be filled with glee. Big bucks were spent creating these Super Bowl commercials and paying for the media time in previous years. Tonight, they’re all going to air free of charge.

In a twist of irony, other advertisers will be paying for the time.

Priceless.

While perusing the various write-ups on the television special, I came across this argument in The Montreal Gazette:

“As anyone who appreciates a really good ad knows — heaven knows, there are enough bad ads — it’s the ad that counts, not the product behind it. An ad may be designed to sell a product, but few of us, when remembering a great ad, can name the product behind it.”

Does the reporter seriously believe his own words? I find it preposterous and a tad sensational to put forth this assertion. The backdrop is absurd. We’re talking about the greatest commercials to ever air during the Super Bowl.  

“…few of us, when remembering a great ad, can name the product behind it.”

On the contrary, it’s a virtual lock that a majority of viewers will recall the product or service. In each of these commercials, the product tends to be front and center. Even when the ad has a superstar spokesperson, most of us will remember the product, and possibly even the company that owns the brand.

Here’s a quick test

Two 2011 Super Bowl commercials with celebrities. Can you name the product, service and/or company?

1. Eminem
2. Danica Patrick

The answers came to you immediately, didn’t they?

Even in this classic Super Bowl commercial from 1993 featuring two of the biggest celebrities in their respective sport (one being a global icon for the sport and a certain brand of shoe*), I’ll bet you can name the athletes and recall the product brand and the company.

Where do you stand

Do you agree with the reporter for The Montreal Gazette? Do you recall really good ads, but fail to remember the product brands they promote?

Or did you ace my quick test and therefore you agree with me? Make your stand in the Comment box.

LiveJournal Tags: Super Bowl commercials,CBS,The Greatest Super Bowl Commercials 2012,television advertising,tv commercial,copywriting,advertising recall,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,copywriter,blogger

*Extra points if you can name the shoe company, the shoe brand and describe the logo.

Not all brands belong in the Super Bowl

It’s like the crescendo that didn’t happen. You’re watching the Super Bowl and a commercial break begins. An inspiring and audacious 60-second car commercial is followed by an instant classic 30-second beer commercial that’s followed by something that can only be described as a 30-second dud. No one knows the advertiser and no one remembers the advertiser. The commercial just sucked the air out of the room.

It’s a head scratcher

Year after year, you can count on at least one Super Bowl commercial that’s anything but super. A company decides to raid the party and try to make a name for themselves. Unfortunately, those who recall their name the morning after, wish they didn’t.

Some brands are ill-suited for the big stage.

It’s not their time. It’s not their audience. Their product or service is too niche, too specialized and not appropriate for the Super Bowl.

It’s an ego trip

Advertising during the Super Bowl should be part of a vision and clear-cut strategy. Newcomers to the Super Bowl stage need to check their ego at the door and make certain they are paying to promote their brand on one of professional sport’s biggest platforms because it is without question the next logical step for the business. The rationale must be bullet proof and the ROI significant.

It’s a blockbuster

If a company does buy into the Super Bowl extravaganza, they must do so in a big way. The advertisement, while staying true to the brand personality, value proposition and key messages, has to make a bold statement. That doesn’t mean it needs to be a multi-million dollar production. The commercial must possess a uniqueness, a brilliance, a clarity of message and a beauty that sears it into the viewer’s brain.

If the advertisement doesn’t motivate the masses to instantly light up Twitter with gushing comments; if it isn’t getting rave reviews around the water cooler at the office the next day; if ad critics aren’t writing accolades about it in blogs and Super Bowl commercial rollups, then it most likely failed.

Chrysler delivered a blockbuster in 2011. The company showed everyone that a commercial with a vision and a powerful message can inspire not only customers, but employees, dealers, suppliers, an entire city and even a nation.

Now that’s a crescendo.

LiveJournal Tags: Super Bowl commercials,Chrysler,commercials,television advertising,tv commercial,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,copywriter,blogger

The Super Bowl of ads

It’s Super Bowl week and there is as much anticipation for the advertisements as there is for the game. The pre-game hype is building to a fevered pitch. I love it! I live for televisions commercials, as some of you will recall from a recent blog post.

I know there are websites with most of the commercials already posted for viewing, but I want to get the event experience. I’ve paid scant attention to the web headlines and the social media yap. I know there’s a commercial based on the 1986 movie, Ferris Bueller’s Day Off, starring Matthew Broderick, but I have no idea who the advertiser is or the storyline. I loved the movie, so I have high expectations that the commercial will enhance the legacy.

The Good

We’ve all seen some epic commercials over the years. At the top of most critic’s list you will undoubtedly find the 1984 Apple Macintosh commercial. Also on the list, the 1979 Coca-Cola commercial with the boy and Pittsburgh Steelers defensive tackle and future Pro Football Hall of Fame member “Mean” Joe Greene. It certainly struck a powerful chord that still resonates 33 years later.

The Bad

But some also become the hot topic of conversation around the water cooler for the wrong reasons. Think HomeAway's Test Baby commercial in 2011.

The What?!

Other’s just make you scratch you head and think “Really?” I put the 1995 Budweiser frogs commercial in that category.

I will be parked on the sofa with my laptop, documenting my reactions to each and every commercial. Like anyone else, I adore 30- and 60-second theater laced with arresting cinematography, stunning visuals and a moving soundtrack, but I’m looking for the ads that are expertly written.

For me, it’s all about the words. After all, I’m a copywriter.

LiveJournal Tags: Super Bowl commercials,Ferris Bueller's Day Off,Matthew Broderick,1984 Apple Macintosh commercial,1979 Coca-Cola Mean Joe Green commercial,HomeAway Test Bay,Budweiser frogs,commercials,television advertising,tv commercial,copywriting,precision in communication,ghost writing,ad copy freelance,marketing communications consultant,social media writer,copywriter,blogger