The Superbowl is the biggest day of the year for advertising.
The cost for a 30-second spot is outrageous: $2.6 million. However, this is a good time to put creativity in perspective. If you were spending that much money, you would want a spot that works.
So the effectiveness of creativity is thrown in the spotlight.
Notice how strategy takes a second seat to comedy?
Companies want people to WATCH that spot, because they spent a fortune on it. How do you make people watch it in the first place? Creativity.
It doesn't matter how useful or informative an ad is. No one wants to watch a boring branding spot. No one except for the owner of the company.
These are multi-billion dollar companies spending millions on a spot. Does creativity work? Of course!
You can see all of the ads here: Superbowl ads
8 years ago
