Why can’t all advertising be Super Bowl advertising?
$2.7 million. That’s the estimated cost of a 30-second spot in this Sunday’s Super Bowl. And plenty of marketers are eager to pony up that hefty sum. Who could blame them?
In these days of message overload, abysmal unaided recall scores and mind-numbing clutter, the Super Bowl provides an unprecedented stage for marketers. Not only are commercials not automatically viewed as intrusions and something to be avoided, they are highly anticipated.
The thing is, for the $2.7 million, you’re getting far more than 30 seconds of national exposure. You’re getting all the buzz associated with the premier advertising forum in the world. Innumerable blog entries. Hundreds of thousands of YouTube views. Off-line media coverage. And, of course, the all-important “water cooler” buzz.
In essence, a Super Bowl commerical is not so much an ad as it is an event. It’s hard to imagine a $2.7 million integrated campaign getting that kind of reach and involvement. Ever since Apple’s “1984” spot, the Super Bowl has been known as a place where bold creative prevails. Where targeted, involving, entertaining spots are rewarded by viewers and critics, and mediocre, self-serving or pointless advertising is chastised.
The Super Bowl proves the point that consumers look forward to advertising that engages and entertains them. So why should a marketer settle for anything less, Super Bowl or not?
If you want that kind of viewer involvement with your next spot, challenge your agency to come up with your own “Super Bowl commercial.” And ask yourself how it compares to the most anticipated spots in the world.
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