See Spot. See Spot Build Buzz … Intelliseek’s Super Bowl Ad project is ramping up and I am joining the fray.
During the big game, I’ll be one of the panelists blogging some of the 59 ads that we’ll see.
OK, let’s do the math. A 30-second Super Bowl spot is going for $2.4 million apiece. So we’ll be blogging about ads costing more than $140 million just in airtime. KA-CHING!
This is one reason why I love Super Bowl advertising. It is an all-in hand of poker for a broad mix of brands-from veterans like Budweiser and Pepsi to rookies like Volvo and Ciba Vision. If you had more than $2.4 million invested in making a lasting impression on 90 million people in less than 30 seconds, what would YOU do?
Last year’s ads did not generate a lot of buzz. Most of the blame is placed on a wardrobe malfunction, but the ads’ creative failed to meet expectations. It would also be interesting to know if the advertisers optimized their investments with an online presence designed to extend each ad’s life.
This year’s crop should be interesting. In addition to at least one ad aimed at women, the Associated Press claims it will be a milder year. Will that take the punch out of the ads? We’ll see.
Of course, all of the brands are still chasing 1984. Can anyone top this iconic commercial?
Blogs for each Intelliseek panelist are being created for the project and I will let you know when my blog, “The Super Bowl Ad Blog,” goes live. In addition to my take on the ads, I’ll be gauging my friends’ reactions. At the end of the game, I will award the Goofus and Gallant to two lucky spots.
The project also allows me to rehash my biggest issue I have with the Super Bowl-roman numerals. Cramming roman numerals into a design that looks great on everything from t-shirts to inflatable couches must be a designer’s worst nightmare. Some events are only as good as their marketing tchotchkes and the Super Bowl paraphernalia could stand a redux.
Fine. 39 might not read as ominous and official as XXXIX, but this XXXIV-year-old blogger thinks the Bowl would be better with regular numbers.
Kevin Dugan is the author of the popular Strategic Public Relations blog. Kevin is Director of Marketing Communications for FRCH Design Worldwide.
Visit Kevin’s blog: Strategic Public Relations.
