|
February 7, 2010 marked the 44th anniversary
of the Super Bowl commercial. According to CBS, the cost of a year-one 30-second
spot averaged $42,000. In 2010, the same spot goes for $2.5-$3.0 million. Why
do companies continue to pay exorbitant prices for their commercials to be seen?
For the exposure on game day, sure. But the benefits go beyond game day, in the
form of attention and/or notoriety that spurs word of mouth about their brands.
Banned Super Bowl Ads
Sex apparently sells (still <big sigh>). GoDaddy has yet again--for the
bazillionth year in a row--produced a "banned" ad that, alas, can only be shown
online. (<eye roll> It's precisely why I moved my domains last year to--and now
promote--NameCheap as a better alternative).
It's readily apparent that my opinion is in the minority. Others continue to
join the "banned commercial" bandwagon, submitting (or claiming to
submit) ads that were
rejected by the network as too risqué. Last year (2009), People for the Ethical
Treatment of Animals (Peta) asked to air a commercial with footage of
lingerie-clad women demonstrating their love of vegetables. No go? No problem.
The peta.org Website now features a viewing of the banned Peta super bowl ad,
with "behind the scenes" extras.
This year, Man Crunch submitted a commercial rejected for homosexuality. Cheap
Club Flyers claims the same for their commercial featuring a blurred out sex
toy. Text answering service kgb took the same approach.
My opinion? It's a transparent and distasteful marketing tactic to gain
attention.
Favorite Super Bowl Ads
For weeks before and after the game--and years to come--Super
Bowl commercials are discussed, analyzed, ranked, and reviewed. Memorable ads
are given millions of additional exposures beyond the game.
What makes an ad memorable? Uniqueness, for one. Creatively
include a few animals or things that talk but shouldn't and you are on your way
to creating a favorite. If that route isn't appealing, try a plot centered on
one or more lobotomized men performing crazy acts in order to become fatally
injured ( ;-) Admittedly, the wording's a bit harsh, but I really do not
get that type of humor).
Anyway, back to the point. CBS broadcasts a "Super Bowl's
Greatest Commercials" special each year. For 2010, the network counted down the
top 10 commercials in the last decade. The tally: lobotomies: 3. animals: 6.
verbalizations: 3
|
