The Super Bowl. So many eyeballs. So many expectations.
The single biggest sporting event of the year is upon us. That’s right. Super Bowl advertising viewing. Masked as “commercial breaks” throughout the little football game, Super Bowl advertising is an event in and of itself. Even better, I love it. I’m an ad geek. I chose it as a profession. I love branding. I love big ideas. Basically, the Super Bowl is one of my favorite days of the year.
So as you watch the big game, this is my one BIG tip for measuring the effectiveness of the commercials. Remember, the Super Bowl is watched in a manner unlike any other day of the year. It’s a result of the “on the edge of your seat” attention we give the commercials and the crazy hype that precedes the event. So here’s the question to ask yourself after viewing each spot.
Do you feel rewarded?
Do you connect the punchline or payoff with a real need? Do you smile without thinking? Do you want to cry? Do you say out loud, “awwwww” or “that is awesome”? Basically, do you feel like a little bitty bit of you is better because you saw the commercial? Is that a strong thing to ask of one commercial? Ordinarily yes, but for this stage, not at all.
Nashville-based Bridgestone North America will be airing a Super Bowl commercial again. In fact, they are major corporate sponsors that seem to have figured it out (since this is their 5th year in a row for being a major player in the Super Bowl I think they have determined it is well worth it). Check out the news piece below on what they are doing.
For more viewing fun, here are some things to look for in case you are interested in playing Super Bowl commercial bingo:
Celebrities – This year’s biggest trend may be the renewed effort to include celebrities. But are they cheap attention? Look for lots of B-listers, has-beens and retired athletes.
Animals (especially dogs) – By the way dogs outperform celebrities in past year’s ad success. Monkey, chimps and elephants always seem to show up too. Sometimes they even talk. That’s worth double points.
Sex – Sex still sells. GoDaddy exploits this more than anyone.
Mild injuries – Everyone loves a good groin shot (except the recipient). People getting injured is popular.
Babies – The Super Bowl has always had a strong use of talking babies.
Have fun on super Sunday. Be sure to check out USA Today’s Super Bowl Ad Meter. I will be watching like the ad geek I am. Big screen. Computer open so I can make notes on each commercial. iPad on Twitter. That’s right. That’s the way I roll.