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Wednesday Morning Quarterback

10 February 2010 4 Comments

peyton-manning-mopeSo, maybe people just want to laugh. That’s the lesson I take away from the latest round of super bowl spots.

They want to chuckle as a sassy child slaps a grown man.

They want to guffaw as an 80-year-old woman gets tackled by a 20-something dude.

And they want to bust a gut as they watch a talking baby deny the existence of his milk-addicted mistress.

Is that so bad?

I suppose not. But it makes me wonder if it’s time to throw in the towel on TV advertising. Because if all people want are a few laughs, there are better places to turn than commercials.

It’s a shame. Because I still think there’s no other form of advertising that can pack the punch of a perfectly crafted TV spot. And yet, for some reason, the more competition TV faces, the lower the quality gets.

Maybe we’ve already thrown in the towel?

- TJ Bennett

4 Comments »

  • J. Obergone said:

    You’re right. It’s time for the advertising world to take a step back and reevaluate its priorities. Is the purpose to entertain? Clearly not. But you’d be hard pressed to find a commercial during the Super Bowl that actually did a good job selling a product/service or building the brand image. The most memorable spot in my opinion was the one with Dave Letterman, Oprah and Jay Leno. And that one wasn’t even created by an agency. Go figure.

  • TJ said:

    Any I thought the Google spot was probably the best and they did that one in-house. The thing is, a great spot should entertain, but it also needs to say something. Otherwise it’s just candy. And 2.8 million is a lot to pay for candy.

  • Craig Cooper said:

    Relevance is what matters.

    The entertainment factor is what makes the ad relevant to the consumer BUT if that entertainment isn’t delivering the product message, then the ad isn’t relevant to the product.

    Consider the Tabasco ‘Mosquito’ spot — a Superbowl classic.

    So entertaining, it’s run for years. But more importantly, you can’t describe what’s fun about the ad without including Tabasco’s main attribute.

  • Andrew Harrison said:

    I think another great example of relevance, entertainment and useful would be the Gieco Celebrity Spokesperson spots. It’s an entertaining way of giving out really boring/useful information.

    Strategy plays a large role as well. Especially with competitive categories.

    An interesting example would be the “Dos Equis most interesting man”
    campaign. It has more mystique than the bold coors/bud brands. Pays off nicely with the line “I don’t always drink beer, but when I do I prefer Dos Equis.

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