After the confetti has been cleared off the field and the Vince Lombardi trophy has been awarded to the victor there is always one question you’re destined to hear the days following; “What was your favorite commercial?” Even people who aren’t fans of football watch just to see the commercials, okay probably also for the snacks. I love a good Super Bowl commercial especially if it makes me laugh or tear up….I said tear up not cry…. just don’t look over here for a minute.
But there is always one problem about most commercials that is at the top of my advertising faux pas list. It’s creating a really excellent commercial and not bothering to include the car, insurance, or body wash you intended to brand and sell in the first place! You’ve created this great, emotional response from millions of consumers but they are unable to recall what you’re selling. Some advertisers might show a family shot of their products at the end with a tagline but even that is simply not enough for consumers to remember.
It’s always best when the concept of the commercial and the product are intertwined for the full 30 seconds. Doritos ads are a great example. They are witty, memorable and the bag of Doritos is the main focus. Put the sounds of the rustling bag and that satisfying crunch on top and that is the type of advertising that would never get close to my pet peeves list.