In the buzz about Superbowl advertisements in the days following I felt it appropriate to talk about an interesting AdAge.com article that I found. It discusses how Superbowl advertisements don’t always translate over into great sales and brand recognition. The point that stood out to me the most was that creative brands can’t solve a brand’s shortcomings. This made so much sense to me especially when thinking about some of this years commercials, particularly the Pepsi Max and Groupon.com advertisements that pushed the bar on the shock meter.
I think you have to ask with all this negative publicity if these ads are doing more damage than good to their brand recognition. I mean just because people are paying 3 million for ad space in the U.S.’s most popular annual television event doesn’t mean that they should throw away the message they want their brand to convey. Brand advertisement should be something that is smart, creative, and should have the potential to be more valuable than its competition. I feel like the last few years some of the Superbowl commercials have gotten away from that. As times and people change so should advertisement trends, and possibly the silly, funny, and over-the-top advertisements that are becoming more common in everyday commercials should be set aside or tweaked for the big game to create ads that are creative and fun, but at the same time portray a brand image and message people can relate to.
What do you guys think?
Strategically Communicating 
I agree that the message of Superbowl advertisements is moving in the wrong direction. I feel like company’s have shifted from advertising their product to slandering similar products of others. This type of advertisement takes away from the product and makes me think their may be a problem with the product being slandered. Why do ad agency’s feel they need to bring other company’s down instead of create an original ad for their own product? Advertising should be more genuine and less about competition. There is nothing to relate to in an advertising war between multiple companies. I think company’s are almost starting to advertise to their competition instead of their outside audience.
By: Sidney_Morgan on February 14, 2011
at 9:45 pm