The Super Bowl Ads Become Ever More Identical and Predictable.


As we all know, the Super Bowl is weird and getting weirder all the time. As one of the few remaining mass eyeball events, it attracts advertisers who want to stake their claim to relevance and distinctiveness with the widest possible American male audience. But every year, the Super Bowl ads become ever more identical and predictable. It’s largely just a question of which celebrities will show up and how wacky and self-deprecating they’re willing to be. This used to be more interesting when celebrities were more rare and incongruous behaviour by self-aware celebrities poking fun at their own image was exceedingly rare. But it’s not anymore. Watching the Super Bowl advertising actually made me feel a little bit nauseated, like I had eaten too much of the same meal at Cheesecake Factory, but the waiters kept bringing it anyway.


Lazy. Retread. Not funny. Over-earnest. And those were the good ones!

https://deadspin.com/super-bowl-commercials-bud-light-walken-1851247440/slides/4

Comments

Post a Comment

Popular posts from this blog

Is the Dove-Nike Collaboration Interesting?

Image
This collaboration makes sense, but is it interesting? It has signs of interestingness: when we see something that we appraise as likely to be interesting: Both Dove and Nike have done interesting things in the past and, while not always true, interesting x interesting usually equals interesting. And both have established a pattern of marketing that aims to empower girls/women. So teaming up on an important social mission, using sports participation to build confidence in girls, reinforces both brand patterns. And if this is as deep as the causal viewer goes into this collaboration, the appraisal is likely to be: "That's great! Good on both of these brands for doing something positive in the world." But there is more to being interesting than just the signs. The signs of being interesting alone have less of a chance of creating long-term memories and mental availability than a deeper level of thought generates. Finding something 'interesting' is also an assessme...
Read more

Creative Efficiency Overlooked, Again

Image
In May, Gartner released their CMO survey results, revealing a significant reduction in average marketing budgets for 2024. Budgets have decreased by 15%, now constituting a mere 7.7% of overall company revenues. In response, CMOs are reallocating resources in an era of scarcity, and many believe that AI will come to the rescue delivering increased efficiency. This echoes previous thinking touting digital channels as the solution for efficiency, despite ample evidence suggesting otherwise. Amidst discussions on budget reallocations, there is a glaring omission: investing in higher-quality creative. It's surprising that the creative aspect remains overlooked in driving efficiency, especially years after Binet & Field demonstrated that award-winning creative is 11+ times more efficient than non-award-winning creative. High-quality creative is the most efficient investment a marketer can make to enhance the impact of their ad budget, yet its value is consistently neglected. Advert...
Read more

I guess this proves the 'what gets measured gets managed' quote.

Image
Ian Gibbs Ian Gibbs • Following • Following The DMA, JICMAIL and PAMCo - Data and Insight Director / Technical Consultant The DMA, JICMAIL and PAMCo - Data and Insight Director / Technical Consultant 1w • Edited • 1 week ago 1. Performance marketing effectiveness declined for the third year running in 2023. 2. Sub-standard measurement of short-term activity was a key contributing factor. 3. 38% of the metrics being used to measure results are less meaningful campaign delivery and digital vanity metrics as opposed to meaningful business, brand and response effects. 4. Campaigns which avoid focusing on less meaningful campaign delivery effects record a 67% uplift in business effects on average. 5. Those who invest in best practice measurement (such as MMM, MTA, brand measurement and incrementality tests) generate 42% more effects on average. 6. Best practice measurement is linked to a culture of effectiveness and drives future campaign performance through shar...
Read more