If K-Fed and Bud can release stuff ahead of time, why not me. (It’s on YouTube.) While no brand has said yes to the Super Bowl guarantee idea, two did respond to the offer. So, rather than sit back with the rest of America Monday morning and bitch about the one good spot, the 10 that were ok spots and the rest that really sucked, I thought I’d plant a seed in your head as you watch Sunday.I don’t know will win Sunday, but I know there’s going to be at least one spot that will be worse than this idea - there always is. And next year will be too late to try something like this, even though eventually some brand will. After seeing it, understand that it was meant to generate attention and cut through the clutter in an Andy Kaufman sorta way. Guerilla/PR efforts in suport of it would happen in the run-up and in the days after to promote it as well. This is the kind of thing that if done by a major brand, would make people go, wtf was that, a mistake? Or, if done by a smaller start-up, they might come off as edgy and willing to have fun.
Now, whether the spot’s consumer generated feel contrasts nicely with the over-produced epics before and after - it does - or whether you think it’s the worst piece of shit ever and sticks out for that reason - it just might - well, that’s not the point or the promise I made. You’d be talking about this over any pharma ad the next day, that’s for sure. And you’d definitely be visiting the website of any brand who tried it just to see what they were thinking even trying this.
Just remember one thing Sunday that will cross your mind as you watch Diet Pepsi machine being hoisted onto the shoulders of a bunch of cheerleaders after it scores the winning touchdown yea! – Pepsi should’ve run my idea instead.
Tags: advertising, Diet Pepsi, Super Bowl commercials
1 comment:
I for one appreciate the clarity and brevity of your concept. For the Superbowl however, there is not enough boobies or booty to sell the product. The humor was understated, but does it reach across segments? How do you plan to track response? Could you have the strategy guys work up some metrics to pre-prove your theory that Sharpie on cardboard "comes across" to a multi-ethnic segment?
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