A football game…or to sports fans, the football game surrounded by as much hoopla as a network can fit inside, over and around a stadium. Ticket holders have to navigate a carnival of sponsors booths and pop-up retail stores. Enterprising vendors hawk badge holders and souvenir pins for your badge holders. Once inside you don’t know where to look. There is a sea of color everywhere. Before the day is over you’ll be subjected to jet formations flying overhead, rock bands, celebrities, confetti, fireworks and oh yea, a football game. But as much as going to the game is one of a kind experience, you are still missing a significant part of what makes a Super Bowl “super”. Those sitting at home know-- it’s the commercials. That’s right, the commercials. Sex, talking babies, talking animals, college humor, punch lines, sight gags and did I mention sex.
With up to 100 million people watching advertisers and their agencies pull out all the stops to make ads that will have impact. Experts debate their effectiveness. The media ranks them. There are even websites that catalogue, review and celebrate them. For my part, I hunker down with a wide variety of snack food and my favorite beverage (diet root beer) and take it all in. When I see my friends and family afraid to leave the room during the commercial breaks or laughing hilariously or even debating whether an ad was good or not; I look at that as job security. Great ads enter your brain at the speed of light, lodge in a place where they can be retrieved and relived but not erased. Great ads help companies grow and help insure that clients will take my phone calls.
I hope you enjoy the Super Bowl telecast on Sunday…the game and the commercials. By the way adscititious means "added to supplement". I think that describes the ads just fine.
"When I see my friends and family afraid to leave the room during the commercial breaks or laughing hilariously or even debating whether an ad was good or not; I look at that as job security. Great ads enter your brain at the speed of light, lodge in a place where they can be retrieved and relived but not erased. Great ads help companies grow and help insure that clients will take my phone calls."
ReplyDeleteI wholeheartedly agree. Entering the mental workspace of the consumer is the key to a successful ad. Whether that is on TV, radio, internet or a live action promotion, getting a hook is the key.
Getting that down means the licence to print money for any agency.
There are so many ways to really innovate in the area of engagement, one wonders if agencies are focusing on traits in new candidates that will really push through to the next level.