This blog topic is a little off base for me but I thought I would write about it anyway...One of the best things about the spectacle that is known as the Superbowl, is the commercials. I am by no means a big TV watcher but this is one time during the year that I actually look forward to seeing what advertisers have to say. Normally there are several memorable commercials which stand out from the flock in terms of creativity/originality. And I expect this as the cost to get an ad spot aired during the game is phenomenal, so if you have to pay an arm and a leg you might as well come up with something worthwhile.
However, this year while watching the game with a friend, we both noted that the commercials seemed rather "standard" (for lack of a better word). Nothing hilariously funny, new or different...just everyday commercials. Which didn't bother me so much as it got me thinking about why that was the case. At first I figured that maybe the advertisers were trying to reach another demographic and the commercials didn't appeal to me, but I asked my younger sister (by 6 years) and several of my older co-workers about this and they concurred that the commercials seemed to lack flair.
The point of attempting get a Super Bowl ad on the air is to have the forum to reach millions of viewers across varied demographics in a mere 30 seconds. This task is complicated with all of the hype and commercialism surrounding the game, which causes viewers to turn their filters on high, thereby making it harder for advertisers to make an impression on them. One of the tried and true ways around this has been to craft impressive commercials which stand out in the viewing audiences minds.
For example, I can still remember commercials for some of the dot-Com's that aired during the Superbowl in past years, even though the company no longer exists. I haven't had to be reminded through brand awareness brainwashing, one creative 30 second commercial did the trick.
Not to glorify the Super Bowl as the "ultimate, do-or-die platform" for companies who want to reach a broad viewing audience. However, it is a good way to do so and if you have the money to get a spot during the game, the best bet is to come up ads that have flavor.
Granted some companies already have the desired brand awareness and don't necessarily need to make a big splash. Nonetheless, once you have made the decision to make an investment in a commercial, why not push the envelop and put something out there that will make some waves. Not that I am a marketing guru by any stretch of the imagination but as a viewer I have some insight into what works with, at the very least, my own self and any parallels that might have with other viewers.
As for the game itself...Since I'm not a big Steelers or Seahawks fan I watched as an observer instead of as a fan. I thought the game was above average without being boring. I thought there were a lot of mental mistakes made by both teams (more by the Seahawks) that took away from the game play. The Steelers executed the plays they had to when they needed to and came out on top. It wasn't a classic but it was an entertaining game from start to finish. Congrats to the Steelers and the city of Pittsburgh.