Like everyone else who gathered around a television set yesterday, I too was there just as much to witness the commercials as the game. Granted I probably would have been more into the game had my San Diego Chargers made it that far, but alas, it was not to be ... THIS year!
As the game began, I was anxious to view the highly promoted consumer generated spots to see if they stood up to the hype. And, of course, to see what breakthrough creative marketing would be deemed worthy of a $2.6 million advertising investment.
As I watched and listened, and watched and listened to the reactions of the "non-marketing folks" with me, I must admit that overall I was disappointed. But more than that, I realized that Super Bowl advertising has completely graduated from marketing to entertainment.
Even the spots we found funny (the Doritos "crash" spot had the whole room busting a gut), and the spots that almost made us cry (the banished GM robot plunging off the bridge) didn't do much to connect me to the brand. To make me feel compelled to go out and purchase.
And in the end, isn't that what marketing is all about? Creating a connection with your audience. And connecting with a compelling message that makes them not only laugh or cry, but makes them seriously consider going out and buying what you're selling.
I have to say, I think the Super Bowl has officially become a venue for adver-tainment, not marketing. What do you think?
Comments (1)
Debbie, I was really disappointed in this year's SB ads. There were a couple good ones, but most of them didn't stick in my mind at all.
I do agree that they are becoming more entertainment than advertising. But most TV ads seem to be going that direction. They call it branding, but it's not branding if the BRAND doesn't stick in your mind.
I've heard a lot of people talking about the commercial with the ax. They all enjoyed the thought of picking up a hitchhiking ax murderer, as long as he has beer. But only one in six could tell me what kind of beer he had. Defeats the purpose of advertising if people can't remember the product.
Posted by Audrey Shaffer | February 18, 2007 8:11 PM
Posted on February 18, 2007 20:11