Madison Ave vs NFL
I was charged with the exercise of drafting a post regarding the ads on the super bowl. Obviously, there is too much coverage on this topic as it is, so I’m going to spin it a bit and talk about the more worthy subject regarding yesterday – the game itself.
I think ads gained popularity when the game and the event truly were “less interesting than the ads”. However that’s no longer the case.
The NFL and the networks have all stepped up their game considerably over the last few years. They have taken huge risks, and it’s paid off. Madison Avenue simply hasn’t.
I'll stick with the common ratings and commentary system used to describe the ads…highlighting some of the best and worst.
Best Moments:
NFL = A Cinderella team in a come from behind victory against the leagues most dominant franchise. Comes down to the end of 4th quarter -- Nice!
Madison Ave: Don’t you have some up-and-coming brands to advertise?
New Orleans = Coach Sean Payton, goes for it on 4th and goal. Then onside kicks in the first quarter. Totally bad ass. Folks, that’s how you win in pros, being fearless.
Madison Ave: Just a bit of fearlessness goes a long way! Sean Payton did a better job of branding himself than any of the spots.
CBS = Total Class. What a well shot, well produced, well telecast event! Absolutely flawless. NBC, take a quick lesson before the Olympics. These guys made over 250 million, not lost over 250 million.
Madison Ave: If you’re going to pay CBS 3 million for a spot, maybe you should design something for the event.
CBS = Hey you stole the top ad spot with your self produced promo. THAT’s Super Bowl Thinking! Again talk about risk. Dave, Oprah, and Jay. How contemporary and of the moment!
Madison Ave: The best commercial was shot in less than half hour without an ad agency. Ouch!
NFL = Phil Simms, really. Who would have thought that he’d carry the game. Nice. What a G rated passionate spokesman. He spoke clearly, genuinely and succinctly to the extreme fans and to the amateur football fans who only watch the bowl.
Madison Ave: How about some genuineness. How about understanding your audience.
Worst Moments:
NFL = can’t think of one.
CBS = Nope
Madison Ave: Too many to list. Please reference thousands of other articles regarding specific spots
Oh! One other thing….
Peyton Manning – Maybe you should stop making ads and get your head back in the game of football.
Don,
Loved your take on everything except for poor Payton (he has all sorts of family issues to sort through) And yes - as we NY Giant fans have long known - Phil Simms is THE MAN.
Bill Ronan
Don,
Nice insights man. I liked the fact that you pointed out how the NFL is taking risks to make a better product and the Ad industry is not. I wrote an article about how most of the jokes were the same in all the spots. I need to amend it--pointing out that the Doritos spots weren't made by the industry.
http://alongwayforahamsandwich.com/blog/?p=70
Tom
Bill and Tom,
Thanks for the comments. And yes the Doritos should have been mentioned.
I think Pepsi Co. who owns Doritos should also be mentioned as significant. In my mind Bud and Pepsi were the two companies who had traditionally defined Superbowl advertising and set the bar. Pepsi pulled out entirely for their soft drinks, and turned over Doritos to the public. I applaud that risk taking! Bud, just didn't hit the mark at all this year.
-D
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