Super Bowl 2010 - A captive audience, but what did you tell them?

by jneer 10. February 2010 05:00

This week, it’s only appropriate that I weigh in on the Super Bowl ads. To be honest, I was disappointed. There wasn’t one ad that really surfaced above the rest to be ‘my favorite’ or ‘the best Super Bowl ad’.  I have to wonder, what are clients trying to achieve with having spots in the Super Bowl?  This years Super Bowl was the most watched TV show ever – ever!  What do you want to tell 106 million people about your brand?

 

Comedic spots ruled of course, largely comprised of male humor and user-generated content.  The fact that male humor dominated isn’t surprising, but over the years the humor has gone from comic to sophomoric.  Rather than celebrating the male, it makes him look, well, dumb. Maybe this year the Creative Briefs simply said: make it funny.  I personally just think everyone missed the mark. 

 

Well, at least I laughed a little bit watching Betty White try to play football.

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ABOUT THE AUTHORS:

Judy Neer
President, Pile and Company

Having led the Pile and Company Consulting group for twelve years, I'm acutely aware of how a volatile market can change the face of marketing communications. This is a big part of why it seemed time for a Pile Blog. Because our Agency Selection, Performance Evaluation and Financial Optimization services all call for a holistic understanding of the marcom world, we need to stay current on the industry and its ebbs and flows. We hope that the Pile Blog will help keep you abreast of what we're hearing and seeing in the industry. Full bio.

Matt Gill
Senior Vice President
Pile and Company, Executive Search

Call it osmosis, but I think my fourteen years of working with marketing communications executives has brought me to the point where, as an Executive Recruiter, I truly appreciate the importance of blogging. For me, the benefits are two-fold. In my world of networking breakfasts, interviews and industry affiliations, I welcome any and all opportunities to make more connections with marketers. And we know now that online networking is rapidly becoming just as important as in-person networking. Secondly, if I can provide insight and information back to marketing job-seekers through a tool that is convenient and timely to them, I'm all for it. Full bio.