Super Bowl Crickets
I’m not going to comment on the spots. Lord knows if you want to read critiques, you have more than enough pundits to choose from, online and off. My question is as simple as it is unscientific: did you buy anything from the companies that advertised. Did you buy more of a product you already bought, or did you switch to a new brand because of something they did during their Super Bowl commercial. Is your buying behavior going to change in any way whatsoever? In other words, did the ads matter?
Maybe once upon a time, when there were so few mass media vehicles to choose from, whether the advertising “worked” was a more amorphous issue. It was more about presence than relevance. But in this day and age, can that still be right? Me thinks not. It’s one thing if the spot serves as a conduit to a larger, loyalty-driving experience. But with the rare exception, these spots don’t do that. Most are “hey look at me” spots.
OK, you got me. I see you. But do I like you? Am I ready to give you my money or my recommendation or my email address and credit card number?
Or does all this mean only that in the midst of a beer-n-chips-n-queso-n-guac-n-football-induced coma, you gave me 30 seconds of quasi entertainment in a sea of other 30-second moments of quasi entertainment.
Money well spent? You tell me. Have you spent any in return?
