Jaffe Juice

February 5, 2007 The rest of the pack Filed Under: Sightings of the 30-second spot

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Yeah, so I was blogging about what I thought were the best ads. Would you believe that CareerBuilder.com and Toyota Tundra both have their EMBEDing disabled so there is no way for these videos to become viral. Why put it on YouTube if you can share it?

Posted by: Joseph Szala

Just the worst ever.

Even the Mencia ad wasn't original. It was good, but it was a copy from a scene from the movie Stripes.

So much for the CGM. From the CGM ads, the better one was definitely the Doritos checkout.

Posted by: Ed

>>Doesn't change my overall opinion that this was yet another year of embarrassment and underperformance.>>

Given that you have a vested interest in Super Bowl ads both sucking and underperforming, I have to ask if *anything* would have changed your "overall opinion"?

Just wondering ;)

Posted by: Tangerine Toad

Of course T-squared....I'm just waiting to be proven wrong and somehow always disappointed.

At the end of the day, where was the call-to-action, drive-to-web, breakthrough creative, proven ROI drivers...I could go on.

Super Bowl Sunday has become about cheap laughs without any drive to web or proven ability to drive to sales.

Sorry, but I am not amused

Posted by: jJ

So you're a Direct Marketing guy at heart?

Super Bowl ads are about branding, not immediate action.
And few people are sitting at Super Bowl parties waiting to jump onto a website and further "engage" - they want to talk to their friends and watch the game and the rest of the commercials.

Now as for breakthrough creative, there you might be on to something...

Posted by: tangerine Toad

Tangerine Toad nails it on the head. Super Bowl ads are entertainment. Unfortunately, they rarely achieve this notion. One spot stood out to me - the GM "Robot" commercial. Tasteless on every conceivable level. Glad to see Coca Cola green lighting decent to good creative...I'm sure the team at W&K is covered in blood with revisions. I work in interactive and did not once feel compelled to stop, log in and check out a site.

Posted by: Chris Jennings

It was, however, a truly breakthrough moment for consumer generated content.

The consumer, it seems, has finally proven himself to be equal of the agency/client partnership when it comes to producing lousy work.

Some truly bad stuff. A lot of stuff that was just okay, and therefore a waste of money. But after a couple days, the Emerald Nuts spot is growing on me, and I just can't get Robbie G. out of my head. And it reminds me, Joseph, of something you said in ATS #70.

You said you didn't understand why they would put spots for movies on during the Super Bowl, chiefly because there was nothing you could do about it. But that's not how creative works. Great content of every medium (and believe me, I don't think these were great ads or look to be great movies) stays with you, and makes you only more drawn to the brand after the connection has been made.

Bud Light's "Hitchhiker" was the only spot that made me laugh out loud. All the CGC and Nationwide got all the hype. But it's emerald nuts that I'm still thinking about.

Posted by: FriesWithThat?

Anyone's thoughts on comparing this to what took place in Boston with the LED signs? I read briefly that Turner Broadcasting will pay $2 million to the city for the chaos. The avg cost to air a Superbowl ad was about $2.6 million? Many people now have some type of acknowledgement of Ignignokt and Aqua Teen. I wonder how many people remember Sales Genie or even know what it's about.

Posted by: Ed

I must say the super bowl ads were pretty much snoozers. I don't know if I am growing cynical or what. But there was not much impact this year. Not too much laugh out loud stuff.

I thought Budweiser did a good job showing leadership - king of beers. And coca cola had the niche marketing sewed up. Great spot about black history month.

The rest was so-so. And I do think a direct response mechanism if done correctly in a super bowl spot could be awesome.

My question is who will come out w/ the next something big? What is next for the super bowl? And does anyone miss the BBDO pepsi onslaught as much as I do?

Posted by: Derek Mehraban

You know what Derek?
I think everybody misses the BBDO pepsi onslaught -- particularly the consumer.
This is the Super Bowl.
It's not a vehicle for marketing as we know it.
This is an evening where brands give back to the consumers by entertaining them -- period. The genre is a commercial, and focus on a product benefit is part of the genre. But consumers, on this night, expect their time to be rewarded most of all.

And anybody who was at a super bowl party without ad people knows that. People want and expect great spots as part of the whole Super Bowl experience.. And they didn't get them.

And the people at my party felt robbed.

They saw Sales Genie, and thought, christ, you're wasting my time.
They saw eTrade's robbery spot and were flat out offended by how bad it was.
And they saw the CGC, and thought "hell, I could have done that" and not in a good way. They don't watch the super bowl for that.

Posted by: FriesWithThat?

You were insulted by the Snickers spot? Why?

Posted by: phree

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