Super Bowl Ads 2009- Post-Game
Finally ... a year in which the contest was more memorable than the commercials! Congratulations to the six-time world champion Pittsburgh Steelers. Yesterday evening, I solicited input on the Super Bowl ads through various social media channels. We had a blog post here yesterday asking for your reviews, plus many folks shared comments with me on Facebook and Twitter.
Relax, we are not going to tell you how or where to watch the ad replays. All marketing geniuses are way past dialed in on such matters. Instead, we'll share a quick compilation of reactions to yesterday's 62-spots-for-$206 million spectacle.
In my humble opinion, there were only two TV advertisements that caused me to shift my thinking about a product or service.
1- Audi - their ad left no doubt that Audi is back in the performance sedan category. This one had the theatrical production feel of a James Bond or Jason Bourne chase scene ... and got some adrenaline pumping (which really boosts the memorability, by the way).
2- Denny's - offered us all a free breakfast on Wednesday from 6AM to 2PM. Guarantee you there's tons of water cooler chatter about grabbing some free grub from Denny's.
Here's an ad-hoc, unscientific summary of what I heard from you and others:
Up Goes the Thumb
Teleflora - talking flowers ad succeeded in tarnishing the concept of "flowers in a box."
Bridgestone - creative use of Mr. & Mrs. Potato Head, instead of actors.
Disappointing ... to Dumb
The Go Daddy ads were "dumb, offensive and inappropriate for kids."
Budweiser ads were mediocre at best (although the Clydesdales persist)
Gatorade "G" - good get with Tiger Woods, but low-budget production ... and we cannot keep up with your perpetual shifting of product lines.
Sobe - its Lizard Lake spot was a goofy, flop. What was the message here?
Cash4Gold - some felt that this ad with its repetition and celebrity endorsement (Ed McMahon, MC Hammer) was pretty effective; others hated it.
Likewise with Careerbuilder.com - opinions were split, ranging from "effective use of dark humor" to "worst ad of them all."
Cute / Funny
Folks thought that the E*Trade ads were still funny and cute (Shankapotamus!)
Many also thought the Dorito's "Power of the Crunch" spot was very entertaning.
Let's close with this concept. Advertising is and will always be subjective. We'll never have consensus on which were tops and which were flops. For now, let's just remember that the real measure of successful advertising is sales. Keep a keen eye on which, if any, of the advertisers' revenues have increased in the coming months.