Tuesday, January 29, 2008

Super Sunday, And The Other 364


Here's the great irony of The Super Bowl. And the part I've never understood.

It's the day when every advertiser decides their work has to be Great.

Great!

They do this, because they know lots of people will be watching.

So if the instinct is to try to do great, entertaining work when lots of people are watching, wouldn't you naturally expect that to carry over to the other 364? Even a little bit?

You might expect advertisers to adopt the British model of advertising as entertainment, and apply it to the other 364.

It's a disconnect. I've never been able to wrap my head around it.

4 comments:

m-c said...

end of the 3rd quarter.

so far, not so good.

what does this mean for the next 364?

Robert said...

Ace, here's the explanation for why clients want great creative for the Super Bowl and you don't see great advertising the rest of the year.

The answer, it seems to me, is that the Super Bowl is a big-stakes poker game. If you can afford to spend the money it takes to run a spot, chances are you are a risk-taker. And therefore inherently a client who is a risk-taker in many things, including the creative selection, the agency selection, etc. So my argument is that those same advertisers do indeed do good work the rest of the year, if they do any. It's not as if Bud, for example, does crappy work the rest of the year.

Robert said...

Ace, here's the explanation for why clients want great creative for the Super Bowl and you don't see great advertising the rest of the year.

The answer, it seems to me, is that the Super Bowl is a big-stakes poker game. If you can afford to spend the money it takes to run a spot, chances are you are a risk-taker. And therefore inherently a client who is a risk-taker in many things, including the creative selection, the agency selection, etc. So my argument is that those same advertisers do indeed do good work the rest of the year, if they do any. It's not as if Bud, for example, does crappy work the rest of the year.

Ron said...

I like the one-word paragraph:
Great!
Well done.