As I wrote about before, I love the Super Bowl for the ads. The football is pretty good too, but it’s a time where TV ads can shine. This year, teaser ads are making a big impact. The first one released was “The Bark Side” by Volkswagen. This was on the heels for the ad they released last year: The Force.
The VW teaser ad, is part of a larger campaign where you can go to their website and create your own Super Bowl invitation. Pretty nifty.
The second ad, is a 10 second potential “Ferris Bueller 2″ ad, for a yet unnamed sponsor. The social networks have been a buzz with guessing on who the sponsor is. Since there is no scheduled Ferris Bueller 2″ movie in production according to Matthew Broderick’s IMDB page, some sponsor
paid enticed Matthew Broderick to appear in their spot. I really, hope the ad winds up being cool and not him blowing off work for a day to drive around in a new Honda. Nothing would make me feel older than seeing him downgrading from a vintage Ferrari to a minivan.
With the lines blurring between TV and Internet, when will the actual ads for the Superbowl start becoming irrelevant? The teasers are likely generating more results than the TV ads in terms of web hits, so why spend the big bucks when a great YouTube campaign gets better results?
Maybe campaigns are now front-end loaded where the TV spot is the end point. Either way, sponsors don’t care as long as the result is positive.
Happy Super Bowl everyone.
by Gordon Goldsmith
This Sunday is Super Bowl Sunday. Great day for sports. Great day for TV ads.
For companies, having a television ad during the Superbowl is a symbol of its success. Nothing else like it really. It’s the equivalent of driving a Ferrari or wearing a Rolex. It says: “I am a force to be reckoned with. I am powerful. Look at me.”
It’s the Christmas day for advertising agencies. It’s where clients come in and say: “I want a creative ad. Eye catching. Memorable. Make it edgy. We have the budget.” It brings tears to the creative director’s eyes.
People tune in specifically for the ads. It’s one of the few times where people want to see TV ads. Normally, I take great pride in my ability to use my PVR remote to skip through the commercials without missing any part of the show. I feel smug that I have saved seconds in my life by not seeing the latest information about fabric softeners.
The standard for all other Superbowl Ads
What other events can you name where advertising is a desired part of the experience? Or name another advertising medium where people crave ads? “I wish this highway had more billboards!!” “Why aren’t there more pop-ups on this website!!!!!”
You could make a case that people read magazines for the ads. I am a fan of magazine ads. I feel I am in control of them. The flip of a page is a powerful and satisfying experience.
Anyways, back to The Superbowl. Unfortunately, us poor bastards in Canada don’t get to see the great ads thanks to the CRTC unless you go to a bar that has a USA satellite feed. I will YouTube the ads on Monday. There goes all my valuable seconds I saved during the year.
I guess I’m stuck just watching football. Poor me.