Over the last decade, perhaps the most significant trend in advertising has been to try to create work that breaks through and becomes a part of culture. This coincides with a major shift in public behavior and technological advancement that has us avoiding ads at any and every opportunity.
Yet there remains one oasis. A time and place where the ads are actually a part of the entertainment, when people actively look forward to and watch the commercials, at a level of collective experience practically unheard of in today’s fragmented media landscape. The time is today, the place the Super Bowl.
Of course, the element of surprise has been largely eliminated, with ad teasers becoming as important as the commercials themselves. Even full ads have been launched ahead of kick-off, including Coke, Google, Snickers, Michelob Ultra, and many more.
Enjoy the game (and the ads), and let us know which brands fumble, and which ones run it into the end zone.