Why I Still Love (Some) Advertising

Wednesday, 09 February 2011

I’m not a big football fan, but I love Superbowl commercials. Last year I DVRed the game to skip to the ads, and this year I just watched them online the next day. And I have to say, Bud Light is slipping. Remember the frogs? They were fun. The King of Beers’ last few ads have been kind of a letdown. And only one commercial really stood out for me this year.

What Advertising Should Be

The Chrysler “Born of Fire/Detroit” ad from Weiden+Kennedy is what commercials should be. OK, maybe it’s a tad overdone, but it stood out from the clutter and got people talking. It was moving. It actually made me want to buy a car. Add the use of hometown hero Eminem and a slightly cheeky tagline “Imported from Detroit” and you have a clear winner.

Contrast that with a Doritos ad that made me nauseous, Coke ads that left me scratching my head and a general un-fun feeling from beer ads that are meant to be about hanging out with friends. This is why traditional advertising doesn’t work. This is why brands are including hashtags in their calls to action and driving viewers to Facebook. Because they can’t create good commercials.

Social media isn’t killing advertising. It’s killing itself. Every oddly animated animal is making people turn off the TV and head for the computer. And the one day a year that usually celebrates traditional television advertising was overwhelmingly underwhelming. Don’t blame social media marketers and Facebook developers for your campaign flops. Take a hard look at your commercial or print ad and ask yourself if anyone would want to look at that, online or off.

3 Comments

  • Hi Alison
    Nice blog you run here.
    I live in Denmark and the Superbowl is also broadcasted over here, but we don’t get to see the great Superbowl commercials, so thanks for sharing one of them with me here.

    Comment by Thomas — February 11, 2011 @ 12:30 pm
  • [...] This post was mentioned on Twitter by betsey merkel and Elizabeth Flippin, Bill Nigh. Bill Nigh said: RT @betseymerkel: Why I Still Love (Some) Advertising » Alison Zarrella http://bit.ly/gjoVv3 >Chrysler Eminem Super Bowl Commercial & … [...]

  • The “Detroit” Chryusler ads look very much like an updated version of soviet style propoganda. i don;t think that really works anymore. Why shoudl I care about a cxity that has become synonymous with “ruin”?

    So they are still proud. Big deal!. There were a lot of nbad ads at the supoerbowl. the best one was the Chevrolet/ Tranformers mash-up immediatealy after the game. a shame it had bad spot.
    http://www.youtube.com/watch?v=pUmkdhKRCSw

    Comment by RG — February 16, 2011 @ 9:11 am

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