Is the Super Bowl still the pinnacle of advertising?
By Richard Hill, Chief Strategy Officer.
Super Bowl Sunday was the advertising world’s most indulgent moment of the year, with brands such as Coke, Pepsi and Mountain Dew, Hyundai, Mini and Toyota dishing out more than $5m for the privilege of battling it out for 30 seconds of airtime attention from 100 million Americans.
The beer-swilling, chip-munching fans tune in for the game, but for the media world it’s the ads that pique our interest. But it’s increasingly for the wrong reasons. In today’s connected media landscape, the excessive and fleeting impact of the Super Bowl super-ad – using super-directors, stars and animation – feels anything but a “super” way to go.
We live in a connected age, when digital, social and mobile technology mean brands don’t have to shout so loudly. Big ideas can now be more personal, contextual, geographical and social. As such they mean more to us, so we spend more time with them, make them our own and share them with our friends.
Unlike the Super Bowl contest for the best advertising idea, we should be focused on making ideas worth advertising. In stark contrast to the ads that played out on Sunday, the winners at Cannes Lions, the peak of global creative innovation, take a different approach. Volvo’s campaign for last year’s Super Bowl, The Interception, won a Grand Prix award, not for competing with a TV spot, but by hijacking the social media conversation from the big-spending automotive brands.
These ideas connect us to newsworthy, culturally arresting ideas that we care about. This represents a deeper shared interest between the brand and its audience.
These great ideas, fused with modern communications planning, connect with us in the digital, mobile and social world we live in today. Now that’s a “super” idea.
Article from The Guardian: www.theguardian.com