I have one thing and one thing only to say about the Super Bowl advertising because I’ve heard and talked and read enough about it.
Bravo to the nobodies from nowhere, the unemployed Herbert brothers from Batesville, Ohio, who bested the behemoths of advertising to capture the coveted top prize in the USA Today Ad Meter. Bob Lachky may jokingly say that he wants a recount, but with Bud’s streak being broken at 10, you know he’s not a happy guy. Same with the bosses at Pepsi who expected to come out on top and be showered with all of the bonus PR.
And their agencies aren't feeling too hot either.
For good measure, let’s watch again, and enjoy the never-gets-old comedic power of a crystal ball in the nuts. Watch and learn, ad guys. Watch and learn.
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3 comments:
Danny-
Could you tell me the strategy here? What does this have to do with Doritos? Why do I want to buy Doritos as a result of this ad? How does this build this brand other than making it the brand of juveniles?
On a more frightening note, what does this say to clients about the value of advertising and an advertising agency? Anyone can do it? For nothing? Great. Kiss the industry good bye.
And what does it say about USA Today rankings? Get attention with juvenile humor? Ask anyone who saw the ads what the ad was for and what did it tell them about the product that motivated them to consider or buy the product. If the respondent can only tell what happened in the ad, it's a failure. A $3million failure
Well Fred, what it says is, welcome to the New Frontier of advertising.
Another ad on the Super Bowl was created by cast and crew from Saturday Night Live. Pepsi turned "MacGruber," a long-running spoof of the old "MacGyver" TV series, into "Pepsuber." This has to go into the "the creatives were hammered when they came up with this" category. It's THAT stupid. According to Ad Age, "Pepsi's move sparked some grumbling at ad agency TBWA, which won the business late last year from Pepsi's decades-old partner, BBDO."
Duh...
Point is, it ain't gonna be the same again and while Doritos should be pissed that their $3 million investment isn't getting spun their way, the rest of the world is blithely enjoying the crystal ball in the nuts and not worrying so much about strategy. Did Doritos waste their money? Yes, because they didn't merchandise the ad as much as they could've. Pepsi created more Pepsuber spots and ran them on the actual Saturday Night Live this past Saturday.
So you're right about the value of ad agencies. The world is changing at breakneck speed, and if they don't adapt, they're dead.
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