We’re just days away from the Super Bowl. A day when the art of advertising gets almost as much attention as the game itself. Count me among the millions who can’t wait to see the commercials that the country’s top ad agencies have turned out.
In this era of “a new, crazy-awesome camera is released every other year”, the possibilities are mind-boggling. Advertisers can produce high-end, movie-like commercials on a minimal budget. It allows the imagination to run wild. However, in the quest to produce a cutting-edge commercial, sometimes there’s too much emphasis put on using new technology– simply for the sake of using new technology. It doesn’t work. All the CGI in the world can’t make up for a really bad story line. In my opinion, at least.
So, as the clocks ticks down to kick-off, here’s a glance back in time:
Jetta kept it real simple. About 15 seconds in, you are really pulling for the kid. It doesn’t make some over-the-top sales pitch about how owning this car will make you faster, smarter or stronger. It just keeps things simple and pure.
Unlike this one from last year:
Really? Own a chevy and you will make it through the end of the world? It just feels like they had a ton of money to blow and decided they wanted to use a lot of CGI.
Coming up this year, I spotted this one from Duracell. A battery manufacturer. When you think of batteries, you think electronics and power. They thought of something different:
How many companies say to themselves: ‘let’s not market our batteries. Let’s just tell a cool story about overcoming adversity.’ That is a risky move. The only branding they get in is at the end. Truth be told, I found this on Youtube when looking for something else. I had my mouse hovering over the “you can skip this ad in 5.4.3…” button and found myself watching the entire thing. Mission accomplished on their part. Not exactly a Super Bowl commercial, but keep an eye on Duracell during the game. I’m sure they won’t disappoint.
Now bring on the nachos and wings!