The Steelers won, but the real winners were the ads of Super Bowl XL. Yeah right, and monkies might fly out of my butt. No wait, they did...it was the CareerBuilder commercial.
Last night, Kevin Dugan - Director of Marketing Communications at FRCH Design Worldwide and myself recorded a special edition of Across the Sound focused on Super Bowl XL. Want to hear what we had to say? Take it with you to, at and/or from work and let us know if you agreed or disagreed. (The file can be downloaded on www.acrossthesound.net or you can subscribe on iTunes)
Bottom line...we were all duped. All the hooplah about iPods, PSP's, Web etc were all hot air. This was a return to the 80's with nary a URL to be found...and even if it were, there was pretty much no drive to web or reason to believe/care. The big news was "mobile" and I'll have much more to say on this topic in days/weeks to come (for now, think extra revenue stream to publishers, as opposed to consumer centric strategy/value proposition)
Super Bowl XL was all about ego. I would say 50% of the brands had no right being on advertising's center stage. Period. Shapie? Emerald Nuts? Give me a break. The other 50% did their damndest to make sure their $2.5MM was spent as siloed as possible...without much attempt to maximize/extend/integrate their efforts. Downright shameful.
Oh well, at least there's Upfront 2006/07 to look forward to now.
