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February 16, 2010

What Happened to Super Bowl Commercials?

The Super Bowl is America’s most watched television event, drawing in over 100million viewers. With such a large guaranteed audience, it doesn’t take a marketing guru to understand the importance of having successful commercials for major corporations. In fact, in a world of tivo and dvr commercials have taken a major hit. They almost always are viewed in the same light as telemarketers; people don’t want any part of them and only view them as an interruption to their program. The Super Bowl however has actually flipped this idea and for the only time of the year, people actually look forward to commercial breaks.
This relationship between consumer and corporation could be short lived though, especially if commercials continue to follow their current path. I have yet to miss a Super Bowl since I can remember and like many Americans, have enjoyed years of great commercials. However this year, when the first commercial break came, I was more surprised then excited. I had actually forgot that Super Bowl ads could be just as entertaining as the game. Most of these feelings stem from recent disappointment in Super Bowl commercials. This year was certainly no different. I can’t remember one commercial from the game despite watching them all. In my mind this is more important than breaking down a specific commercial. How can companies spend millions of dollars and not produce something that is memorable. I think the entire idea of Super Bowl ads has gotten out of hand and is putting to much pressure on marketing departments. What happened to the ”Budwiser frogs”, or “Terry Tate: Office Linebacker”? Companies need to take a step back from re-inventing commercials. Commercials can still be bad in 3-D. Instead there needs to be a renewed focus on laughter. People remember commercials that they laugh at, regardless of the product. Millions of dollar spent on a joke might seem like a waste, but in the end, that’s how they live on forever.

Budwiser Frogs/Lizards (http://www.youtube.com/watch?v=f3mXaATLeRM&feature=related)
Terry Tate: Office Line Backer (http://www.youtube.com/watch?v=RzToNo7A-94)

Posted by abaumann at February 16, 2010 03:47 PM

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