The Super Bowl Ad Fest is Nearly Upon Us

Posted by: David Kiley on January 26, 2005

I think this year’s Super Bowl will be known more for the game than the ads. The Eagles and Patriots should be a great game. Then again, I thought the Giants-Ravens 2001 game, one I attended, would be a barn-burner. Not only was I wrong about the game. Not only did the Giants lose big. But while I was in my seat, I learned by cellphone call that my Father had died. It was a bad day all the way around. I hope the ads are great too, but my expectations are a bit watered down.

The last few Super Bowls have been lousey for the ads, though I’m sure I’ll get people saying otherwise.

The decision by Anheuser-Bush to not run a spoof of last year’s Janet Jackson wardrobe malfunction shows wisdom, but it worries me. I’m shocked at the lameness of the idea in the first place. It’s not a positive signpost for creativity this year.

The only reason to buy time on the big game is if you have an ad worth showcasing. This is, or at least it should be, the “Fight Club” of Madison Avenue. Leave the lame ads at home. Don’t just run an ad, for Pete’s sake, just because of the huge number of eyeballs watching and you have a new product to push. This is when you should be flaunting your best idea. Your coolest hat, if you will. This is a day that makes me think of when I was a kid. When we played a big game, I bought some new rolls of tape, and some new piece of padding for my uniform. I tried to find something new to pump up my spirit a little higher. A new pre-game song, maybe. I wore a new tie to school the day of the game. I hope you ad boys and girls have the same attitude. Because, I’ll be watching. And I plan to be a harsh grader. By the way, the creative director who produces what I think is the best ad in the game will get from me a shiny new…………………stay tuned.

 

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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