Super Advertising

I get it…my background is broadly defined as Integrated Marketing Communications. I like to share my opinions on this blog. So I should probably talk about the Super Bowl ads last night—the Holy Grail of television advertising.


Unfortunately I can’t say as I watched the Super Bowl. Don’t get me wrong, I don’t mind watching the ads and analyzing them, but I’m not much of a football guy.

I am, however, a busy guy…too busy to watch football. I’ll eventually get to watching some of the ads—that’s why they’re all posted online—and as for my commentary, what’s it matter at this point? Talk show hosts, bloggers, all facets of media really, have already aired their opinions and decided which ads were the real “winners” and “losers.”

Focus on the Family’s ad was one I made a point to watch right away on the ‘net. The controversial spot was creating buzz for weeks leading up to the Super Bowl. People expected the ultra-conservative Christian organization to slam abortion or gay marriage or somehow stir up the hornet’s nest of issues swarming mainstream America. In a subtle way, Focus’s ad did all that. The main message of the ad was to choose life, choose family. The spot was, however, amusing and subliminal in its message. I wonder if Planned Parenthood’s preemptive strike has them eating their words now. I doubt it, but I liked Focus on the Family's ad. Watch both spots here.

Let's see, I won’t be going out for a free Grand Slam tomorrow at Denny’s. I’ll cook my own eggs, pancakes, and meat before I fight for a table in a local diner, thank you very much. I guess those chickens have a slightly easier load knowing I won’t be there. Speaking of which, assimilating chickens to sweat shop laborers in this ad? Denny’s obviously doesn’t plan on courting PETA types.

Toyota had a public-information ad that featured straight talk about the issues at hand and what the company is doing to fix it.  No advertising, no gimics, just good communication.  I think Toyota's doing a good job of managing this PR crisis in a way that invokes both traditional and new media. 

Oh, I’ll eventually get to watching Betty White devour her Snickers bar, and the traditional Busch Clydesdales. We’ll see what else is making buzz on YouTube.

When you think about it, the Internet provides a much greater ROI for Super Bowl advertisers. Instead of their ads being viewed in one fell swoop, people can rant and rave about the different commercials; let them go viral; or heck, even create their own (checkout Frito Lay’s Doritos spots for some homemade ads, one of which is the result of a student from my alma mater). Plus, people like me can watch just the commercials and skip the programming. How often is that the case?