Page 1: Introduction
Page 2: Brands to Watch... or Not
Page 3: User-Generated Content
Page 4: Mobile
Page 5: Online Video
Page 6: TV Drives to the Web
Page 7: The Buzz on Buzz
There will be a lot of buzz over one or two ads.
A couple of beer companies we already know will waste a lot of money telling us what we already know, with ads that have been through such a review sanitation process that they appeal to no one, change no one's drinking habits, but we will get a soft chuckle at the end.
An electronics giant will do the same, but without the laugh at the end. A snack company will try to make their snack edgy and exciting.
A soft drink company will tug at our emotions with situations of redemption.
A new internet company will do a commercial that only makes sense to them, gather 'round and give high-fives to each other when it comes on, and then be shocked when no one remembers it, and will fade into internet obscurity.
An internet advertiser on former Super Bowls will recycle and then kill their former campaign... seeking to wow us with their new direction, which will fall flat.
Someone will dredge up Katrina, or the Tsunami, or maybe even 9/11 to remind us we are human and should be appreciative of our life, and then we will promptly forget who did it.
Super Bowl ads have become ego-stroking for those companies that can afford them. You should either launch your company on one, introduce a drastically new campaign direction that will help change how people perceive you, or develop a real strategy with a long-term plan. Real marketing, strategic insights and plans are hard. A Super Bowl ad is easy. Where is the bullet through the Master Lock? Apple's "1984"? Or even more recently Monster's "I want to be a 'yes' man" ? They are few and far between, and there will be none on this Super Bowl.
Sean X. Cummings
Director of Marketing
Ask.com
I think you will see a whole lot more activity and debate around the commercials online this year than ever before. Last year, Heavy.com had a whole channel dedicated to the ads that the network and NFL would not air. I expect to see more of that sort of content as well as user-generated spoofs and just general blog chatter on the ads-- an extended "water cooler," if you will.
One trend that might be noticeable to consumers is the lack of pre-game buzz about the ads. I have not heard a whole lot of speculation about advertising content. I think the expectation is that we will not have too many "wardrobe malfunctions" or other really controversial moments, at least not in the ads.
Greg Pomaro
Vice President, Media
Avenue A | Razorfish.
There will be one major breakthrough water cooler ad that will have people talking all this year... from the least likely source. One major breakthrough. It has been a couple of years since we had an "oh, wow!" This is the year.
And the Colts by three.
John Durham
President, Sales & Marketing
Jumpstart Automotive Media
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