Super Bowl teaser and spoiler mania
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Ever since Apple had their famous 1984 ad in, uh, 1984, the Super Bowl has become kind of the advertising equivalent for the New York fashion week. It's that important. All the big brands want to buy ad space during it and they really go the extra mile in producing the ads. Previously when I blogged about the Super Bowl, I noted that "see more online" has become a standard feature in these types of ads, and the practice has spread into regular ads as well. This year, this feature was heavily present in pretty much all ads. But overall, this Super Bowl went over really... weirdly.
First of all, there was, I feel, a record amount of pop culture collaboration and references, mostly done I guess to enhance the viral potential of these ads. Lots of celebrity cameos and rehashing old and even forgotton pop culture scthick. Also, a lot of brands teased their ads beforehand (like the Honda teaser above... Honda's ad was a YouTube sensation but I personally thought it was overdone and too keen to please) to build anticipation for the event itself. But this is where it got a bit weird. Many of the brands released their Super Bowl ads on YouTube before the actual event! I don't know which brand got the ball rolling with this, but once somebody did, it seemed like everybody followed suit. It was so bizarre to see it all unravel, and it was against the spirit of the event in every way.
I really wonder what this will do for next year. Will there be more anticipation buildup for Super Bowl itself, or will brands just release the ads in advance again, making the Super Bowl ad breaks a sort of rerun period or a platform for those who don't follow YouTube that much. I don't know. But this Super Bowl felt like a farce, marketers shooting themselves collectively in the foot when you think about the long term potential of Super Bowl.
Kommentit
Its like you read my mind! You seem to know so much about this, like you wrote the book in it or something. I think that you could do with a few pics to drive the gmssaee home a little bit, but instead of that, this is fantastic blog. A fantastic read. I will certainly be back.
I have been an NFL junkie for a long time and am privy to many of the lock-downs they opelmy over their content. For instance, they have prohibited anyone but their official partners (Fox, CBS, ESPN) from airing more than 30 seconds of highlights of their games. The next time you watch highlights of a Seahawks game on, say, King 5, you will notice that they only show the official feed for a few plays, then the rest of the action is shot from the sidelines with their own film crew, the footage of which they can use without restriction.But this shutting down of church showings? At some point you have to wonder if top brass at the NFL will realize that they are alienating the very fans that provide a large source of revenue for them. I want one of the churches to fight back, but I'm afraid the collections basket won't cover lawyer fees.