While the Super Bowl game between the Pittsburgh Steelers and Arizona Cardinals was super, the Super Bowl ads were not.
I admit it. I’ve been in the advertising/marketing game a while. Maybe I’m just getting old and cranky (I’m definitely not in the coveted 18-34 demographic), but, overall, I found last night’s lineup of Super Bowl ads to be uninspired. They didn’t strike me as clever, smart, or funny.
Sometimes I wonder how they get made. How do the concepts move beyond the conference rooms where they’re pitched?
I read in USA Today that the average Super Bowl ad costs $2 million to produce and $3 million for the ad buy. So corporations pony up $5 million to run those 30-second spots. Amazing.
If they’re phenomenal (“Herding Cats” comes to mind), then they’re probably worth the hefty investment. But, for many, there are probably much smarter ways to use $5 million to build brand awareness and market products and services.