Archive for February, 2010

SuperBowl Outplays Advertisements

Monday, February 8, 2010

This year I believe we finally had a SuperBowl game that was more entertaining than the TV advertisements. Not to take anything away from the New Orleans Saints defeating the Indianapolis Colts, but the advertisements shown during the game were not up to the caliber I’d expect for spending $2.6MM for 30 seconds.

There was too much shock value with men in underwear, sexual imagery and portraying men as dumb, stupid and “spineless”. Focusing on sex appeal alone shows an apparent lack of creativity to entertain and persuade your audience to use your product. By comparison, this year’s SuperBowl ads fell far short of great creative, except for a few advertisers, than in years past.

McDonald’s makes old new again

McDonald’s revamped an old spot “Showdown” about an exaggerated HORSE game between Michael Jordan and Larry Bird. The spot originally aired during the 1993 SuperBowl. In this new spot, which appeared before the start of the game, McDonald’s looked to re-ignite the highly popular spot with today’s NBA superstars LeBron James and Dwight Howard.

6 more weeks of football

After seeing a few rodents gracing the screen, the “Punxsutawney Polamalu” was a refreshing, if not funny change of pace. And who wouldn’t want 6 more weeks of football, served up by TruTv of course.

The rodent infestation from advertisers, and Honda was not as inspiring as the monkeys of CareerBuilder, the AFLAC Duck, Budweiser frogs, Budweiser Clydesdales and other mascots of by-gone ads.

Energy without the controversy

Snickers finally came through with a spot that avoided all controversy from its 2007 commercial. Featuring Betty White getting pummeled in a backyard football game, Snickers comes to the rescue with resurgent energy. An over-the-top, silly portrayal of a guy playing football like an old lady until re-energized with a Snickers bar.

The remainder of the SuberBowl spots did little to encourage me of great creative. This year, I watched the SuperBowl for the game…not the commercials.