It’s 7am on a plane over who knows where so I’ll dump a little bit on what I thought of Superbowl commercials last night. (As I wrote this a concoction of antibiotics, vitamins, aleve and espresso hit my stomach as well as turbulence and for the first time I thought I might loose everything on an airplane)
As someone who is a consumer of media and products, but also an evangelist for what I believe in I think most of what was shown last night was absolute rubbish.
I made the statement last night that commercials at one point meant something, and here is what I meant by that. When companies got together and marketed their products they not only said hey what is going to make our product sexy and stand above the rest, but they also looked at their targeted consumer and connected with them in some way. There was heart behind what they said, and an advert is your voice to the masses when you are watching something like the Superbowl.
So every company that paid an exuberant amount for ad space (regardless if they paid for their ad or had a fan create it) put a million arrows in their quiver and then shot them all at once.
I’ve been reading Rework by Jason Fried and David Hansson and they hit this nail on the head (as well as many others). “You’re aiming for a long term relationship, not a one night stand” This was in response to adverts that go out making some incredulous claims of product miracles.
Frankly after watching most of the commercials last night your products have herpes or some other sexually transmitted disease and I’m probably not going to touch them for fear of feeling like I was with a two-bit hooker.
Another comment I made last night was, where were the humanitarian commercials at? There is usually at least one spot that is dedicated to some kind of aid effort either global or local and usually it involves one or both of the Superbowl teams and under privileged children. Last night, I saw none of those (and maybe I missed them in my admitted frenzy of tweeting). What happened to helping the people in Haiti, Africa, Australia or Egypt?
There have been plenty of world crisis’ in the past year but apparently no one wanted to help out during one of the most watched US events of the year.
No, an ad asking for support might be to pricey for some small organization like charity water to pay for, but if a huge entity like Coca-Cola came along side and said “we’ll support you” they could. The next time I thought about who I’d spend dollars on to buy a drink I’d more heavily consider coke, because they cared.
I’d get pumped for a collaborative effort to support relief in other countries wouldn’t you?
Sometimes a global view can earn you more respect with your audience than a World of War Craft train-wreck or a Kim Kardashian Catastrophe.
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