Can you feel the excitement? The kind of excitement that can only build as millions of people prepare to gather to watch the most anticipated commercials of the year. As a sales and marketing professional I will be one of the millions waiting in anticipation to view the most expensive advertising spots of the year. According to the AdAge article, Super Bowl Ad Time Is Sold Out, CBS Says, as of Monday ad time for Super Bowl XLIV was sold out at a cost of $2.5 to $3 million per 30 second spot.
In this down economic climate CBS took a creative approach to fill these slots by designing customized packages of ad time rather than relying on a solid price for a 30 second spot as traditionally done. CBS also turned to some unusual sponsors including a Christian advocacy organization in order to fill ad slots after losing some of the events long time sponsors such as Pepsi.
But in all this hype over the next great ad campaign I almost forgot there is also a football game. For me I’m trying to remember when the commercials became bigger than the game itself. Almost every poll I have seen or heard has people more excited about the ads than the game itself. Budweiser had over 100,000 people register as Facebook fans to vote in a Super Bowl ad poll, which brought back the iconic Budweiser Clydesdales to the Super Bowl line-up.
Personally I am a huge football fan and am stoked for this year’s game, but I have to admit there have been years where I was more interested in the ads than the game. I remember the first year I was truly more excited about the ads was Super Bowl XXXV between the Giants and Ravens. No offense to Giants and Ravens fans, but I had no interest in watching Trent Dilfer battle Kerry Collins. But for the record I cheered as loud as anyone during the Giants most recent Super Bowl, sorry Tom Brady, but you already have Giselle.
Even though I had no interest in the game itself that year I still had a great time watching Super Bowl XXXV; eating, drinking, and enjoying the ridiculous ads and the extremely over-the-top halftime show. I don’t remember a single play from that game, but I will never forget the Budweiser Wassup commercial and the absurd MTV produced halftime show that paired Aerosmith with N’Sync, Britney Spears, Nelly, and Mary J. Blige. What was Aerosmith doing and why was Britney Spears wearing a gym sock on her arm? Looking back now that is not even close to one of her worst fashion statements.
So whether you are excited for the game, the commercials, or just looking forward to the great food, drinks, and friends and family Sunday is going to be a great day. Enjoy it and come Monday let us know what your most memorable Super Bowl ad was, good or bad.
