You’ll notice Superbowl XLII didn’t generate much “buzz” about the advertising this year. The spots were dull and boring…. almost as if everyone was just “phoning it in”. After all… the outcome was inevitable if you listened to the “experts”. No one was expected to watch the massacre! Why even bother playing the game…. just crown the well deserving (cheating) champions and let’s get on with it.
OOPS! Turned out Superbowl XLII was an INCREDIBLE game. It was a classic “David vs Goliath” and by gum, David (a.k.a. the Giants) pulled out a win. As an added bonus, the game was won with a mere 2 seconds left on the clock.
Advertisers who had previously turned in “game winning ” performances previosly didn’t this year. Salesgenie.com’s ads were so horrible, I can’t help but wonder if they did more harm than good! It certainly didn’t make me want to sign up for their services… and as a business owner, I AM their target audience!!!
I never have understood phoning in any advertising campaign, but especially not one as expensive as a Superbowl ad buy!
Hear that? It’s the sound of 97.5 million viewers who weren’t even tempted to sit through the commercial breaks by the third quarter. It’s the sound of getting more eyes than you paid for watching your ads. It’s the sound of a collective yawn nationwide.
The only exceptions were these mildly entertaining spots:
- the Budweiser ad with the Clydesdale and the Dalmation
- the Bridgestone ad with the screaming squirrel/wildlife
As if to add insult to injury and to commemorate their mediocrity, this year there are pages on social media featuring ALL the crappy ads! Yet another reason for advertisers to NOT to phone it in that was ignored.
If you’re a small business who is looking to the big agencies on how to advertise your business, STOP! From the showing at this year’s Super Bowl, all the money in the world doesn’t seem to be able to buy good marketing sense.