Good business or shameless plug?
For American football fans there isn’t an event much bigger on the social calendar than The Super Bowl. An annual championship game of the NFL (National Football League), the highest level of the sports profession, to say the event draws in a a huge crowd would be an understatement. Naturally a large crowd provides a great advertising opportunity with companies jostling for premium commercial air time space at halftime. However at $3.5 M per 30 second spot is this good business or a simply overhyped publicity opportunity?
Cars.com commercial about a person’s singing inner self confidence.
Toyota Reinvented commercial about all the things that are perfect when reinvented, including a plant that catches thieves and a curtain made out pizza.
Honda CRV Commercial featuring Matthew Broderick, acting as himself.
The Super Bowl has a colourful history of great, cutting edge campaigns and for 2012 it would seem companies such as Audi, H&M and GoDaddy have all chosen to participate. The 2012 difference being companies have taken the chance to make their commercials go viral in attempt to get the most out of their investments. By using social media outlets to promote their business they can reach a large audience and create a buzz around the commercial before it airs. However, it could be argued that perhaps this belittles the actual screening at the Super Bowl event as it has already been viewed and could be seen as predicable. Does this take away from the atmosphere of the games and one of it’s founding qualities? This is open to personal opinion but if so it may prove the Super Bowl to be just an ad agencies hyped excuse for promotion when their investments may be better placed elsewhere.