The great Super
Bowl ad buzz machine
Nowadays the push for attention begins weeks before the game
By Diego Vasquez
Jan 31, 2012
Last week a mysterious video went viral on the internet. It showed actor Matthew Broderick, who played Ferris Bueller in the classic 1980s movie "Ferris Bueller's Day Off," throwing open his curtains and speaking directly to the camera. "How can I handle work on a day like today?" Broderick asked, paraphrasing a line from "Bueller." Then the familiar "bow-bow-chicka-chicka-chicka" music played as the screen faded to black, leaving only a date in blue letters: 2.5.12. The web went wild wondering whether Broderick was filming another "Bueller" movie, but people quickly figured out what was really going on. Broderick is starring in a Bueller-themed Super Bowl ad for Honda. Honda's strategy is no longer unique. Years ago advertisers guarded the content of their Super Bowl commercials carefully before the game, but these days an increasing number are building buzz by offering previews of their ads or even the entire ad itself days and weeks in advance of the game. The strategy makes sense. With the huge increase in ad prices, advertisers want to make sure their ads get as much attention as possible, both before and after kickoff. Michael Pavone, president and chief executive officer at the Harrisburg, Pa., agency Pavone, which is behind the postgame commercial rating site SpotBowl, talks to Media Life about which ads have the most pregame buzz, why advertisers are suddenly so eager to preview their ads, and why some critics are down on Bud Light.
How pervasive has the practice of releasing Super Bowl ads online before the game become? What's the purpose of this?
Advertisers used to keep their plans under lock and key until game time, but we’re definitely seeing an increase in the number of companies releasing ads in the days and weeks before the game.
As the ads get more costly, companies want to extend the lifespan of their investment and tap into the pre-game power of the internet. If you’re confident that your spot is a winner, it’s definitely a good strategy.
How important is it to build pregame buzz for your ad?
Pregame buzz is extremely important. The internet represents a massive opportunity to generate excitement, and if you’re not tapping into that resource, you’re not realizing the full potential of your Super Bowl investment.
Which Super Bowl ads are drawing the biggest pregame buzz and why?
Unlike the past few years, there are fewer spots making a strong pre-game showing, but a couple have managed to grab some attention.
Honda is making waves right now with its 10-second Ferris Bueller teaser released last week. Volkswagen is probably winning the pre-game buzz competition thanks to its “The Bark Side” teaser, which serves as a follow-up to its enormously successful “Little Darth” spot from last year’s game.
Of course, some advertisers are getting buzz for all the wrong reasons. Skechers and CareerBuilder are both drawing criticism from PETA and animal rights groups for their use of animals (Skechers for promoting dog racing and CareerBuilder for bringing back its iconic chimps).
There's always some criticism of the Bud Light ads not living up to pregame hype. Do you think that criticism is accurate, or are expectations simply too high for them after so many years of strong ads?
It’s like the Republican presidential debates – the other guys spend a lot of time ganging up on the frontrunner because he’s the strongest candidate. The same is true with Budweiser. Expectations are high, but they always end up doing a great job.
Which new Super Bowl advertisers are drawing the most attention and why?
There are a lot of rookies in this year’s game, which is a good thing. If you’re a rookie, it always helps to have a celebrity or two in your spot, and that’s what Century 21 has done with Donald Trump and Deion Sanders. Dannon yogurt and H&M are also making first-time appearances and getting some attention thanks to some star power.
I saw in an interview recently that someone from Chrysler said he doubted this year's ad would live up to last year's Eminem spot. What's the strategy in downplaying your ad like that? Do you think it's smart?
It’s an unusual statement, but I don’t think there’s any real strategy to it. I think it’s more of an acknowledgement of how great last year’s Chrysler ad was and an attempt to set expectations heading into this year’s game.
There are lots of places to watch the ads after the game now as well as places to rate them. Do you think we've reached Super Bowl ad saturation?
I don’t think we’ve reached saturation.
When Pavone started SpotBowl nine years ago, we were one of the only games in town. That’s no longer the case, thanks to the explosion of web sites like YouTube, Facebook and Twitter. We don’t see it as competition, though. Each poll is unique and offers something different, and it’s up to us to keep reinventing SpotBowl so that it remains fresh and relevant.
Last question: Who will win the actual game?
I’d like to see the Giants win it again, but I think the Patriots will come out on top. They’re fired up and they’ve got a lot to prove.
|
|
|
