Big just got bigger

Check out Stuart Elliot's article in yesterday's NYT. It offers a pretty interesting spin on this year's class of contenders. I'll discuss this in more depth on the special Across the Sound Super Bowl edition show, which will hopefully be uploaded and ready for your Monday morning (quarterback) commute.

Here are some preliminary thoughts (my takeaway from Stuart's piece...)

• Amplification: big is becoming bigger (production budgets)

• Extension: Portability/interoperability of consumption wrt iPods, online etc

• Enhancement: Move from ads to experiences (predominantly online); deleted scenes making of

That’s the glass half full POV; glass half empty would be the adage about digging a hole…which just gets deeper.

Which one is it? I think it’s a bit of both actually. There is still clutter – 40 commercials; there is still mindset issues (from inebriation thru not looking to be sold to); there is still wastage e.g. Dove addressing 50% women is no different from Bud addressing 50% male viewers.

More on that later...