Here is every ad, every scoring play, and more from Super Bowl LVII (57) on February 12, 2023.
I loved the ads featuring dogs (Amazon and Farmer’s Dog), the very edgy Blue Moon ad that gave the spotlight to two bland competitor brands, and the Google Pixel 7 ad showing amazing new technology.
I feel like it’s December 23rd and the Christmas presents have already been opened. So much for anticipating what advertisers have in store for us during Sunday’s Super Bowl. Most, if not all, released their spots online this week. Coca-Cola and Volkswagen are already defending their work, which some say is defamatory.
Even if an ad is brilliant and stands up to initial scrutiny, do you think its impact is lessened by a Wednesday afternoon preview on your laptop instead of a Super Bowl Sunday debut on your big screen?
Advertisers clearly want to generate early buzz instead of waiting for the Monday morning recap. But as Kenny Rogers sang, “There’ll be time enough for countin’ when the dealin’s done.”
Christmas gifts and Super Bowl ads should stay wrapped until their day has arrived. And cats should never be put in bags to begin with.
CBS has already sold out its inventory at an average price of around $3.7 million per 30-second spot (is that net or gross, might I ask?). That’s right – over $7 million a minute.
http://adage.com/article/special-report-super-bowl/cbs-sells-super-bowl-inventory/239064/
Is it worth it? In an era of retweeting, rehashing and reality imitating art ad nauseam, perhaps it is worth it now more than ever. As long as the advertiser gives us something to tweet or Facebook or LinkIn about. When done right, a Super Bowl ad can generate endless “free” repetition, replay on cable news, podcast chatter and social media buzz.
Remember the irreverent, unleashed wildness of the 2000 Super Bowl ads at the height of the dot-com boom, when E-Trade’s spot with a cha-cha-ing chimp boasted “We just wasted two million dollars. What are you doing with your money?”
http://www.youtube.com/watch?v=Crq3FJ_vE2Q
Thirteen years later the price of a Super Bowl spot has nearly doubled and the opportunities for exposure through social media have gone from zero to everybody. I’m expecting some killer work from big brands on February 3rd. If you’re like me, you’ll get up to get your favorite food and beverage only at certain moments of the game – when they’re actually playing football.
Paul Sage - Marketing 