(Very) Forgettable Super Bowl Ads
02/02/2009 08:59
If ever there was a front-and-center case to be made for the value of targeted advertising, Sunday’s Super Bowl was it, featuring countless forgettable and pricey ads that barely kept viewers connected let alone fuel any purchasing decisions. Perhaps the biggest waste of time, money and effort was the ad for Sobe drinks that had folks grabbing 3D glasses to view it during halftime. 3D content, as in movies, is a gimmick that has been trialed and has failed every decade since the 1950s. So 3D is supposed to be a content trend going forward, with declining theater audiences, a show or two here or there and maybe a few DVDs, we’re talking travesty, not trendy. I really expected more interactive ads, using this great, multi-hour live sporting event, to test viewer interest in responding to ads, via SMS, hitting Web sites, anything. Didn’t happen. What a waste of a primetime, global venue. It reminded me of car ads, with the automakers buying programs instead of profiles of viewership and mass blasting to all viewers. That’s why we at least need focused ads, if not targeted, and someday addressable, ones. Ask yourself this, whether you are a Steelers fan or not. Why didn’t Sports Illustrated buy a spot toward the end of the very competitive and exciting game advertising the special edition books, DVDs and subscription packages it creates for winning teams? Why not strike while the iron was hot instead of later this week or so? And with the deep seas of mobile device users across the U.S., why no cool “interactive ads????? Instead, it was yet another case of a major broadcasting network spending roughly 25 percent of its ad breaks promoting its other properties (shows). Yawn. When it comes to focused advertising (as in relevant spots), I have two words: Bring It! Before the Super Bowl becomes the Stupor Bowl of advertising.
User Comments !
I have to disagree with your assesment of the ads that appeared in this year's Super Bowl. Like movies, these ads offer a 30 - 60 second escape from reality and usually end up putting a smile on your face when it's over. I take it you didn't have your 3-D glasses with you to watch the Sobe ad and the short subject that ran just before it. How can you say the Budweiser Clydesdales, Doritos and Bud Lights ads were not funny? I'll agree, some ads were a waste of time and money but for the most part, I liked what I saw.
Posted by: John | February 04 2009 15:08:57
I would add I really did love the Clydesdale spots. I thought each one was great, really loved the one where he chased down his future bride. Also liked the Doritos and the crystal ball.
But like usual, most were sad but some good ones to keep me listening.
van
Posted by: Van T | February 04 2009 15:10:32
I agree, some of those were just plain disappointing, as the 2 above me said, the Doritos and the Clydesdales were some great spots. And I will add one more, I actually forgot the sponsor which probably isnt a good thing for them, its in an office situation and the girl brings some guy a sandwich and he fantasizes about her being crazy for him and then switches over to her getting crazy...LOL
Chris
Posted by: Chris B | February 05 2009 11:42:47
I didn't really think they were that bad, but I do think that they were worse than last year's and the ads from the year before that. While they aren't horrible, they're on a decline in quality.
Especially GoDaddy -- they need something new. Boobs are great but they don't make me want to buy domains .. unless the domain somehow makes women... nevermind.
All in all, they're fun. Especially the one second ad for Miller Lite.
Acai
Posted by: Acai Berry | February 19 2009 17:41:09
I was disappointed in the ads for this past super bowl but what I found even more distrubing was the Bruce Springsteen performance.
Posted by: Del | March 31 2009 15:04:58
i really appreciate it.
Posted by: hulda clark | November 26 2009 10:58:08
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