Why do I have an unfavorable impression of most Super Bowl ads? It's quite simple. Most of them don't work. They cost a lot and produce questionable returns to those that pay for them.
I know it's still too early to really judge what we will see, and I may certainly be wrong... but I thought it would be fun to throw out three predictions for 2015 Super Bowl advertising that I'm betting we'll see. I'd rather bet on this in Vegas than on who will actually win the game.
Ever since the iconic 1984 Macintosh commercial from Apple, the intrigue of who's going to do what for their Super Bowl ad has become a spectator sport. It should be even bigger this year, and NBC is counting on it.
On the surface, having a few spots left over in late November doesn't seem like a big concern. For a typical show, this would indeed be the case. The problem is that the Super Bowl isn't a typical show.
You shouldn't target your audience by explicitly denigrating other audiences... especially when you've crudely drawn your segments along gender lines.
My husband doesn't look like Zac Efron. But he looks like Prince Charming to me. And he does the dishes. And brings me a cup of tea every night.
So Coke's commercial truly reflects our nation's past, present and future. What's wrong with that?
In the past, advertisers' hard work was over before kickoff. But the recent through-the-roof levels of social media engagement proved that those days are over.
That is what's so sad about the Dylan commercial. The man is pitching a product that is the antithesis of today's cool. In an age where high mpg's are the ultimate status symbol for cars for those who understand cool, Dylan's peddling a car for "the zoom and the roar and the thrust."
So how in the world is it possible that JohnnyOptimist was able to predict this? Did he have or get inside info? Is he truly a psychic? The answer is none of the above.
Coca-Cola featured the Native American language Keres in the ad, a fact that probably went unnoticed by all but around 11,000 people who actually speak this ancestral language. The song lyrics did not even exist in Keres prior to the Coca-Cola project -- they had to be translated, which was no small task.
Coca-Cola's advertisement and the responses to it demonstrate a greater need for a greater dialogue among and about the diverse groups that make America.
I could not help but be in awe of Coca Cola's "America The Beautiful" commercial. The spoken and visual messages were spot on. What, a diverse America? We speak different languages? Beautiful. I thought society was ready for a message of diversity.
Each year in late January, we have a short-lived debate about the objectification of women in advertising as corporations spend big dollars on their Super Bowl moments. Let's not forget that one of the root causes of domestic violence and sexual assault is the objectification of women.
Here's what I loved about that ad: It wasn't just multiracial people drinking cans of Coke. It integrated the languages and sounds that help make America beautiful. Whatever you think of Coca-Cola and its products, it's hard not to celebrate the ways in which the diversity of America is truly integrated into the ad.
Rather than simply spending $4 million for 30 seconds of in-the-moment hype, brands like M&M, Axe, Jaguar and Sodastream are using their Super Bowl advertisements -- and the corresponding hype -- to launch year-long integrated marketing campaigns.