Monday 2 February 2009

The Superbowl

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