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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.
Grunge
So a few people have doubted that I actually took the photo (story in blog post below). Bashore asked me to post. So here it is, look for the DK.
Strangely, no one doubted that my photo would be dark and blurry;)
anyhow, check it....
Graffiti or History????
Conan O'Brien invited myself and Kent Smith to attend the opening of the Tonight Show because he was so pleased with the main title we produced for him.
I'm not one to be smitten with Hollywood shenanigans, parties, premiers etc.. However I have to say that the energy and enthusiasm surrounding opening night was quite an impressive occasion. An event I was proud to attend and contribute. All the NBC brass was there talking about the "historic moment". Cast from other shows etc... Anyhow, I guess I succumbed to the pressure and got starry-eyed... Tell me what you think?
Basically, I tagged the "signature wall". Appropriate? Here is the background. There is a huge white wall in the hallway between the Greenroom and the Stage. Will Farrell took the liberty of signing his name in huge letters as "guest #1". Subsequently, the rock band Pearl Jam walked by as signed their names as well.
Maybe I was feeling a bit too much a part of the evening, so I grabbed a marker and put DK's logo on the wall. About 1inch x 1 inch. I figured we were closer to Eddie Vedder than Will Farrell, so I put it right next to PJ.
Anyhow, one of the producers looked at me with a raised eyebrow not really knowing what to think... Kent was pretending not to notice and check phone messages (when in fact he was the instigator;). But Jeff Ross the shows EP and head-honcho saw it and gave it the thumbs up. So hopefully DK will be appreciated with the historic value of the "signature wall" and not interpreted as graffiti;)
Regardless, we are a permanent part of the event!!!!
Sequential Liability
Right now it's the major issue between marketers, advertising agencies and production companies.
I ask this one question. What have we become? In the day's of David Ogilvy (a sort of virtual mentor... I drank the cool-aid while working at O&M but never even met him) this issue would never have surfaced.
The bottom line is this... Marketers are strong arming the industry for payment terms 120 days after production is complete. Ad Agencies don't want to pay until they get paid. Yet production companies pay crews within 10 days...
So the net result is production companies becoming "banks" for major marketers while they borrow money to pay crews and wait for 4 months to get paid themselves. CRAZY!
Maybe I'm too selective in my memory of David and his philosophy of practicing the "high road". But I'd bet my signed "Ogilvy on Advertising" book that David would not stand for hard working people being squeezed by the major corporate advertisers.
He was a man of taste, had great passion for advertising, but most importantly always preached to act with dignity and respect for clients, colleagues and vendors.