So Sunday’s the big day. The day when we watch brief segments of America’s most popular sport, sandwiched between lots and lots of ads.
It is perhaps our industry’s biggest day. But is it our finest hour?
In some ways, it is. At no other time do people genuinely look forward to the messages we put out there. People who otherwise detest advertising will actually tell people to ‘shut up, the commercials are on!’
And that’s quite an accomplishment.
We could do better.
But the good thing is that people are working like crazy on these ads. The subject matter may be misguided, there may be too much emphasis on the ‘insta-poll’ results from viewers and there may be some downright awful executions. But the end goal of creating a splash and getting noticed drives everyone involved to work their freakin’ tails off.
And isn’t that what we should always be doing?
Shouldn’t we be treating every piece of communication with the sense of urgency and importance that we place on super bowl advertising?
If we did, then maybe people wouldn’t spend the remaining 364 days of the year trying to ignore our creations.
- TJ Bennett