I already have a favorite Super Bowl commercial and it’s not even kick-off.
We all know the broadest appeal for the Super Bowl is the commercials. Even people who don’t like football make sure to tune in. And really, there hasn’t been an exciting half-time since 2004. The proof is in the spend – millions and millions of dollars are spent on these spots each year. If so much money is invested in this type of real estate, why the hell are the ads coming out a week in advance?
The first ad I saw came by way of the Today Show - the Ferris Bueller inspired Honda CR-V commercial. The teaser would’ve been enough for me (and I’m sure gotten enough buzz on it’s own) to tune in, but no, they gave it away. All of it. And they’re not the only ones. So far we’ve been privy to The Dog Strikes Back (Volkswagen), David Beckham’s nudie tats (H&M) and hot girl body paint (GoDaddy). There are slew of others and only if you’ve been living under rock have you missed this premature phenomenon.
The allure of the Super Bowl ads? Kind of gone. I don’t usually like surprises, trust me I try to sneak a peek at all birthday and Christmas gifts but this, I’m a little annoyed about.
I like football, I watch the game, I even understand it. But the commercials are level playing ground. Everyone gets satisfaction out of the suspense and entertainment they offer. Plus it creates a weird sort of camaraderie outside the game – the sportless minds get to weigh in on the hoopla. Isn’t that the fun part? All the ones I’ve seen so far have caught me off guard. Plus, I was alone. And sober. They’re just not as funny in this condition.
And yes, I’m totally being a curmudgeon. I just don’t get it. If they’re trying to involve the digital world or entice excitement … I think they’re doing it all wrong. The ads will still be shared several times post-Bowl and I’m sure Tweeted like mad in real time. So I ask, what’s the rush? These guys already spread like wildfire, why the need for an extra spike in awareness? Proof you can O.D. on Super Bowl ads.
I know people will still watch and I’m hoping the ones that refused to give all away, the ones that only released teasers, will give us that jolt of surprise and obnoxious laughter we all look for during the break.
I guess the upside is that we can all actually take pee breaks and refill the chip bowl without missing any action.
What do you think? Do you like seeing the ads earlier then game day?