Most super bowl ads are terrible. They always have been.
And last night was no exception.
Because creating funny, moving TV ads is tougher than it looks. That’s why.
TV ads are short form films. And getting that just right is hard at the best of times.
Because of the huge audience and comparative big cost of the airtime (though it’s still a bargain IMHO), agencies and clients can get a bit wigged out about the whole deal.
And that’s fatal.
This is why you see so many plastic, overstuffed, celebrity filled disasters on game night.
They’re no fun to watch and you can’t remember who paid for them.
And with the advent of social media, advertisers now expect their epics to generate buzz BEFORE the game AND set Facebook on fire when it airs during the game.
That’s asking a lot.
Arguably too much.
What tends to suffer is storytelling. Which should be the sole focus.
What’s your comedic idea? Is it any good?
I find it hard to believe that anyone found most of the ideas from last night funny at any point in their creation.
The smartest advertisers understand that the whole thing is a game but a game that must be played according to the rules of the event.
People have actually gathered to watch your ad. So relax! Use that. That’s the key.
What would you and your family like to see?
Maybe some genuine, actual human comedy, instead of the tsunami of flopsweat on display last night.
Maybe a chimp wearing a t shirt dancing atop a trash can?