Phil Rubin

Super Bowl Ads Reach for the Funny Bone

February 8, 2010

FROM RETAILWIRE:
The Super Bowl of advertising also took place last night. Thirty-second spots sold for a minimum of $2.5 million although some fetched more than $3 million. What did you think of this year's Super Bowl ads? Which do you think will benefit the sponsor most?      [more...]

It is mind boggling that around $250 million was spent on advertising and there was and is so little to show for it.

Aside from a lot of uninspired creative, there was no shortage of bad taste and yet so little focus on customers.

This year Denny's seems to have made some progress with its free Grand Slam breakfast offer--at least via their website they now have a sweepstakes and an opt-in. A great call to action--a free breakfast, and hopefully this year they'll convert some of these "triers" to repeat buyers.

From a creative standpoint, Google was the clear winner. In terms of vividly illustrating what it is really all about as a brand and as a "product," Google hit the real grand slam.

For $3 million per :30, it is amazing every year that companies don't do more with their Super Bowl opportunities to engage customers, drive opt-ins and create measurable payback.