Tag Archives: Advertising

The Superbowl, Halftime and Advertising

“The reason women don’t play football is because 11 of them would never wear the same outfit in public.”
Phyllis Diller 

It’s almost time for the Battle of the Titans… figuratively, not literally. In February the Superbowl will again be played.  It will be the first time the game will be played in a non-domed stadium as it will be in the Meadowlands (MetLife Stadium) in New Jersey. This also means that there will be two “host teams” (the Giants and the Jets) as they both play in the same stadium. As this is the first time the game will be held in a non-domed stadium, there is speculations there will be a winter storm / blizzard. Personally, I say, “Bring it on.” Come on folks. Wouldn’t that be just awesome – to have a Snow Bowl?  


And for those who watch the game for the Halftime Show… It’s Bruno Mars. 

I like Bruno, but logistically if it is snowing, it will be more interesting to see technically how that will go down.  I mean Bruno plays guitar and sings. It’s got to be harder to play a guitar with gloved/mittened hands and the cold definitely affects one’s vocal chords. But he has two platinum albums so I think he will be okay. 

And speaking of halftime shows. It’s been 10 years since Janet Jackson’s performance with Justin Timberlake and the phrase “wardrobe malfunction” took hold in pop culture. Her exposed breast during the half-time show almost caused the internet to explode. That bit was better than her actual performance. I believe she meant for it to boost her career, but ten years later, her brother still has more success and she is but a pale reflection with a Jackson name. Timberlake; however, walked away from the incident pretty much unscathed and has had a successful career. Ahhh… Nipplegate. Who will ever forget? 

Finally, let’s talk dough. Commercials for the SuperBowl are $4.0 million each for a mere :30 seconds nationally. That’s some serious moolah. I know a lot of folks watch the game for the ads rather than the game. I go back and forth from year to year – it depends on who is playing and if the ads are any good. This year (2013), in my opinion, the ads weren’t really worth the money. They kind of sucked.  

However, at this time there are some companies already announcing their plans to air ads in the SuperBowl:

Announced Super Bowl Advertisers for 2014:
Anheuser-Busch InBev
Dannon
Doritos
General Motors (Chevrolet)
GoDaddy
Hyundai
Intuit
Jaguar
Mars
Nestlé (Butterfinger)
Soda Stream
Wonderful Pistachios

Anheuser-Busch, Doritos and GoDaddy will probably have some of the best commercials during the game as they usually do. I’ll expect to see some Clydesdales, excessive cheese and Danica Patrick muscled up for starters. 

Rumor has it at least one of the car manufacturers has purchased a two minute commercial time slot. It should be interesting. I believe it will be Chrysler, who is not on the list above, but they have been making heavy national ad purchases lately and if I were to make a guess – it’s them. 

Dannon, Soda stream and Pistachios had better be new and creative otherwise that’s going to be some serious bank that’s just tossed out the window and could have been spent during the Olympics instead.  Now THAT is truly a marketing dream. 

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Political Advertising and Other Woes

“I see in the near future a crisis approaching; corporations have been enthroned and an era of corruption in high places will follow, and the money power of the country will endeavor to prolong its reign by working upon the prejudices of the people until all wealth is aggregated in a few hands and the Republic is destroyed.”

Abraham Lincoln, Nov. 21 1864

This morning on the way into work, I heard Fleetwood Mac’s “Go Your Own Way.”  I was instantly transported back to the Clinton election campaign and became somewhat nauseous. It’s not because of Clinton himself, though I’m not a fan nor supporter, but because he took a good song and ruined it for me.  I hate it when good songs are used for whatever purpose and then become associated with something else that have negative connotations in my life.

Because of this song, I began thinking about this Presidential election and politics in general.  I’m not as knowledgable about politics as I should be – probably because my stomach churns when I think about the muck and the mire that makes up the election process.

One of the biggest problems that irks me is the PAC/ SuperPAC campaign spending / donation process. I don’t quite understand how all of that works. I read up on wikipedia to get an idea and I’m still confused to be quite honest. However, something caught my eye and made me heartsick.

As of February 2012, according to Center for Responsive Politics, 313 groups organized as Super PACs had received $98,650,993 and spent $46,191,479. This means early in the 2012 election cycle, PACs had already greatly exceeded total receipts of 2008. The leading Super PAC on its own raised more money than the combined total spent by the top 9 PACS in the 2008 cycle.[72]


The 2012 figures don’t include funds raised by State level PACs nor funds raised by national level non-profit groups that pool “soft-funds”. Spending by non-profits, also called 527 organizations, exceeded $500 million in the 2010 election cycle with the two largest organizations being the Republican Governors Association $131,873,954 and the Democratic Governors Association $64,708,253 [73] Spending by the 527 organizations for the 2012 is expected to be double and much will be derived from donors kept hidden from voters.[74]
I understand to run an election campaign, it takes money; however, wouldn’t it be a refreshing change to see someone do it without spending millions of dollars on television ads – there are all sorts of new media ideas out there that aren’t as costly? It makes me sick because all of that money is being wasted on blue sky – which is what advertising is. And why all the bashing? Why not tout what you can do, your accomplishments and all of that? Just once I would like to see a positive campaign run by a politician. 
Most people do not like negative political ad campaigns. And frankly, most people are so sick of political ads by the time  the election comes they don’t want to see another one.  And the cost of these ads is astronomical – especially in tightly contested states.  By election day, Romney and Obama campaigns and other independent groups will have spent about $1.1 billion on television advertising in 2012,  with $750 million already allocated in the handful of states likely to determine the outcome of the contest — Colorado, Florida, Nevada, New Hampshire, North Carolina, Ohio, Virginia and Wisconsin according to Kantar-Campaign Media Analysis Group estimates. Florida tops the list, with more than $150 million spent by both sides so far. Is that not assinine? (Thank you Yahoo for that info.)  
There are many different ways to get your message out to people that spending that kind of money isn’t as “vital” as it used to be. These politicians need to find a campaign strategist that is able to think out of the box and use new media as well as traditional branding to cut costs and put out a more positive message. 
I think people are smarter than the political machine gives them credit for. I think most decide early on who they are voting for and only a tiny slice of the pie is actually up for grabs.  The politicians would be better served focusing on the debates, their credibility and what they really have to offer than wasting millions of dollars on an uncertain number of votes.  

Your vote matters… if you don’t vote – you have no say in anything that happens. You don’t even have the right to sit and bitch about how this country is being run.  On election day, get out and vote. Many people have given their lives so you can cast your ballot. I’ll be there at the polls. Will you?

“My fellow Americans, ask not what your country can do for you, ask what you can do for your country. “

John F. Kennedy