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Is it just noise or does it connect and move the needle

Posts Tagged ‘Reebok’

Super Bowl Ads Worth The $$$ To Reach Consumers

Posted by sportsmarketingguy on January 26, 2009

Each year millions gather around big screen TVs to watch the Super Bowl, never caring or knowing who is playing in the game. Friends go silent when there is a timeout, in anticipation of Super Bowl ads. Past history has produced some memorable spots – Coke’s Mean Joe Green ad
Reebok’s Office Linebacker: Terry Tate and of course the Original Bud Bowl with Bob Costas announcing – Budweiser went on to defeat Bud Light 27-24 and launched a whole series of spots that became a part of Super Bowl lore. A special shout out to my boss Grant Pace who wrote the first Bud Bowl ads, the only thing better was the finale that never aired (maybe I’ll post that later this week).

Even in a down economy and with :30 second spots going for a reported $3M according to Aaron Smith at CNN.com, the game represents the best chance for brands and their agencies to shine and reach a mass audience when they won’t be fast-forwarding their DVRs. According to the Neilsen Company 97.5 million watched last year’s game.

Brian Steinberg of Advertising Age does a good job highlighting the newcomers and what’s at stake for this year’s Super Bowl advertisers in Saturday’s Boston Globe .

It’s safe to say we won’t see a lot of brands just blowing their money for a good laugh or spots designed to win the USA Today Ad Meter the following day. Smart brands will take the opportunity to reinforce what they stand for and how they can help consumers in these challenging times.

The return of Monster.com will be an interesting play and I’ll be curious to see the tone they take given the number of U.S. workers looking for jobs. E-Trade is a curious play given the financial crisis and stock market volatility – I give them credit for stepping up and am interested in seeing how they plan to execute their supported “internet initiatives” which are supposed to include executions on Facebook, YouTube and Twitter. Equally curious is Cars.com’s participation with a :60 second spot.

I don’t know if we will see any ads that will make Super Bowl history, but the ads I will be looking out for include GE’s ad featuring the Scarecrow from The Wizard of Oz, Pepsi’s 3-D ad for SOBE Lifewater, and the winning Doritos user-generated commercial that was part of its “Crash The Super Bowl Contest’ that garnered more than 2,000 contestants – the best part of that contest is if the winner gets the #1 rated position in USA Today’s Ad Meter the following day they’ll win a $1 million bonus prize. Who knows maybe there is a Don Draper out there waiting to be found.

Mad Men's Don Draper

Mad Men's Don Draper

Honestly, as a PR/marketing guy you have to love brands that are willing to build platforms to interact with consumers & support their investment in a Super Bowl ad rather than just blowing money to be a part of the Big Game. Stay tuned as we are bound to see some of the spots coming out this week.

I’ll be heading down to the Super Bowl on Tuesday for an event we created, the Donruss Pop Warner Classic that will include several former Tampa Bay Buccaneers players and will be sure to shed some light on the scene and all the other things happening in Tampa.

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