“Gonna Fly Now” or not?
Posted on February 5, 2008
Filed Under Ads, Television
It’s the day after Super Bowl XLII. We’re all talking about the game and we’re talking about the commercials. As usual, there were some fun commercials, but overall I can’t help but feel disappointed. Okay, nothing new here—every year I feel disappointed. You hear how this is the Big Event and how much it costs to air a 30-second spot and you think they’ve got to be more than just good. They’ve got to be worth all that money and all that hype.
Why can’t the ad industry, or the clients who pay them, meet the challenge? There are some amazing and effective spots out there all through the year, so why don’t we actually see more of the best during the big game?
Maybe our expectations are just too high. Or could it be that the ads are so damn good, we’re quickly sated and nothing stands out?
I don’t think so.
Maybe it’s just me. Apparently even the experts have difficulty agreeing on the ads that did work. David Armano, whom I truly respect, says via Twitter, “Laura Ries picked Budweiser ‘rocky’ for best SB ad? I want whatever drugs she’s on.” She likes it and he isn’t that impressed, though he doesn’t say why. Is this an “in crowd” thing—as in, if you really understood advertising, you’d know why the Budweiser Rocky commercial isn’t so great? I liked it. Apparently a lot of people did.
Or is general popularity an ironic kiss of death when it comes to television advertising?
Update: David Armano comes through again. Via Twitter, he refers us to “The BEST Superbowl Ad you never saw on Superbowl Sunday”. Excellent.
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