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Superbowl 2005 Ads

by Darren Herman
Thursday, December 23, 2004. 12:48PM
431 Views 9 Comments

So...The big game is just around the corner and we know there are going to be atleast 15-20 advertisers ponying up major dollars to raise their brand awareness...

As advertising executives, peons, etc, what do we feel about advertising in the big game? Is it worth it? Would you pay last years prices, $2.5m for 30 seconds? pros/cons....

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Comments

 9 shown
Monday, January 3, 2005. 12:16PM by M W
Do i look forward to the SB ads though? Yes, i definitely do...and I will again this year...although, I will also be Tivo'ing (note this new verb in my vocabulary) it as I search for nipples rather than watching the game again.
Monday, January 3, 2005. 12:14PM by M W
i almost think the point of SB ads is to generate buzz in the news for the next couple of days by being "really funny or outrageous", yet totally irrelevant to the brand. that's the new payoff. the sad truth is that many of the ads launched for the SB run only during the SB and then "poof" they're gone. They want to generate a quick buzz, but they aren't meant to have a long-lasting impact on the brand(s).
Monday, December 27, 2004. 10:25PM by john follis
Regardless of whatever major brand you are, for $2.5m it better be a homerun.
Monday, December 27, 2004. 08:00PM by Jeremy Moseley
I haven't been that jazzed about the SB ads for sometime now. The last great one that stuck with me was like in ’99… apple’s revival of “the HAL 9000 computer”. I imagine this year will consist of the usual suspects… Cingular, ipod, Bud etc… I’ll be impressed if Sprint and or Kmart try to explain what the future of their biz with us will be. I guess aflac will do its thing. What else? I’d say this years SB ads are less about glorifying great ideas and products and more about clearing up misunderstandings and misnomers of where the brand is going. Aflac as a perfect example… Cingular on the heels of the duck…
Friday, December 24, 2004. 06:07AM by Darren Herman
Thank you for your kind words. I believe there is an expectation for 'big' brands to be in the commercials, and any agency that puts companies there has a certain stigma, so agencies expect to be present. Meaning, if BBDO puts an ad in the Superbowl, there is a lot of publicity surrounding it.
Thursday, December 23, 2004. 03:20PM by x x
Great weblogs by the way, I enjoy your topics and comments.
Thursday, December 23, 2004. 02:57PM by x x
The last Super Bowl ads are at http://www.ifilm.com/?sctn=collectio... by the way -- in case you want to see just how little you remember some of them now. Thankfully my dot-com in 2000 only came close to a Super Bowl ad (and we still tanked after the markets shifted). Countless others were escorted to fu**edcompany.com in no small part to taking the SB 30-second plunge. Marc's right, there is no lasting memory effect unless it's a Budweiser; I can remember lots of their best ones over the years. If you're looking for a monster (speaking of one that did it) hit in February sales, it'll work, but a lot of people 4-5 years ago learned that you don't do it just because it's cool.
Thursday, December 23, 2004. 12:57PM by Darren Herman
http://www.superbowl-ads.com/2005/in... - check that link out.
Thursday, December 23, 2004. 12:55PM by Marc Lefton
I think major brands with high consumer awareness should do it. BBDO usually places about 1/3 of the Superbowl ads on behalf of advertisers like Pepsi, M&Ms, Pizza Hut and Visa to name a few. Upstarts trying to make a big splash? They're rarely remembered unless the Super Bowl ad is a launch to a long term campaign. (Etrade, Amazon).

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