I have not seen any of the pre-roll for the Super Bowl commercials that are selling for $5.6 M per :30 second spot.
I don’t want to spoil the surprise when I watch the game on Sunday. I am not cheering for either team. So, I have no “horse in the race” as far as wearing team
colours colors (since it is an American event). I am actually looking forward to a very interesting, and hopefully exciting, football game. As a result of my interest in the game my interest in the commercials also increases.
This is the context for my post.
In regular daily activity, we are not typically made aware of a singular event that will feature an entire program of new commercials. We see them or hear them during the course of what we are doing on the platform. Or we tune them out, no matter the platform, because they are banal or insipid.
Think back to how many Super Bowl ads you remember from last year. You may have a favorite from prior years. Was your “like” based on relevance to your personal situation or just because it was funny. And no, bowling ball to the groin is not funny or a way to sell a product.
Bill Bernbach, legendary head of Doyle, Dane Bernbach (DDB) presented a very interesting approach to the folks at Avis when DDB was being considered as the agency for the rental car firm. With gratitude to my friend George Tannenbaum who summarized as follows:
“Sixty years ago, Robert Townsend, CEO of Avis said this to Bill Bernbach. My largest competitor has five times the money I have. Five times the number of cars. Five times the counters. How do I get advertising that’s five times as effective?
Bernbach responded with this list:
Avis Rent A Car Advertising Philosophy
1. Avis will never know as much about advertising as DDB, and DDB will never know as much about the rent a car business as Avis.
2. The purpose of the advertising is to persuade the frequent business renter (whether on a business trip, or renting an extra car at home) to try Avis.
3. A serious attempt will be made to create advertising with five times the effectiveness (see #2 above) of the competition’s advertising.
4. To the end, Avis will approve or disapprove, not try to improve, ads which are submitted. Any changes suggested by Avis must be grounded on a material operating defect (a wrong uniform for example).
5. To this end, DDB will only submit for approval those ads which they as an agency recommend. They will not “see what Avis thinks of that one.”
6. Media selection should be the primary responsibility of DDB. However, DDB is expected to take the initiative to get guidance from Avis in weighing of markets or special situations, particularly in those areas where cold numbers do not indicate the real picture. Media judgments are open to discussion. The conviction should prevail. Compromises should be avoided.
When you think of the Super Bowl advertising that you have seen in the past, do you recall any commercial that is so clear in its main point and stated in a way that sticks like velcro to your brain and heart?
I think of the Budweiser spots with the horses and dog, or puppy, and yet I do not buy Budweiser as a beer of choice. Trappar is a golden retriever, and I am a sucker for a puppy so that probably explains my appreciation of the story. However, the spot has not provided me with anything other than a great story, well told:
I also remember Terry Tate, office linebacker, but I cannot remember the product so I had to look it up:
So I did a search to see what other sources might think are the best:
Now, I do not remember all these making their debut on the Super Bowl, but I will accept that each source says this is the case.
I am a Coke fan, never Pepsi, and a Steelers fan. I love the Mean Joe Greene commercial. But I was a fan of both the product and main character before the spot.
So, I will watch the game with interest, and the commercials with hope. I hope that there is something fantastic that gets aired.
Enjoy the game and the commercials!