So I sit here writing this blog still depressed. My favorite football team was embarrassed last Sunday; the New England Patriots. Now I know what it feels like to be a Jets fan. After spending a few days with my counselor and coming to grips that Tom Brady and Bill Belichick are not invincible, I can turn my attention to the Super Bowl. To be clear, I’m not talking about the game, because after you suffered a loss like Patriots fans did, you can’t bear to watch the HARBOWL - but rather the commercials.
As far back as I can remember I have always loved Super Bowl commercials. Come on, admit it, you too had your 3D glasses on for the 3D Diet Coke commercial that aired during the 1989 game. So many great commercials have aired over the years, like the Bud Bowl, that aired in 1989 and started a 4 year run of great excitement and anticipation by all viewers. The 1984 Apple commercial that announced Macintosh to the world and probably had the most impact for any brand of all time and lastly, one of my favorites the 1993 McDonalds commercial featuring Larry Bird and Michael Jordan playing H.O.R.S.E.
All of these commercials and, so many more, have been a huge success for their brand and company. However, this week as we look toward theXLVII Super Bowl, I am shocked by the number of teasers, leaks, tweets and pre-commercial commercials that are leading up to the big game. In fact, I’m not the only one who is worried. Last week Advertising Age’s cover story was titled “Is Social Media Spoiling the Super Bowl Ad Surprise?” For readers of my blog, you know that I am a big fan of integrated marketing, emerging technology and new strategies that leverage social media and all of the new channels at our disposable. However, when it comes to the Super Bowl commercials I guess I’m a little old school. Yes, customer engagement is key; yes, generating a viral long tail effect off your multi-million dollar 30-second investment is key; however, are we taking it too far? Are we spoiling the WOW EFFECT?
As you might have seen this week, Mercedes-Benz, Taco Bell, MiO Fit, Volkswagen and Toyota, to name a few, have all released teasers to create a buzz around their big game ad. I can’t say that I’m excited about these teasers but am interested to see if this HYPE helps the impact of their commercial come next Sunday. In the same breath I want to applauded Chrysler and M&M’s Mars for playing it old school and saving everything for the big day. I’m sure the game is going to be great even without New England, but Ill be more focused on my favorite part - The commercials!