A lot of people think that because I make my living in marketing that the Super Bowl is one of my favorite events. I hate to say it, but, the opposite is the case, and not just because Brett Favre didn’t make it this year.
It makes me cringe to see how all that money gets blown (A 30 second spots costs almost $3M) on spots that are fun, clever, humorous, warm and fuzzy, whatever, and if we all buzz about them on Monday at the water cooler they supposedly represent “good marketing.” The fact that we’re still “buzzing” about some of these commercials nearly a month after they originally aired is noteworthy, but that’s not the ultimate measure of their success.
My friends, it’s only good marketing if it gets results, and typically the result we’re after is sales. Good marketing sells product! When the impact of these ads moves from water cooler chatter to the bottom line, then they’ll really be worth celebrating.
“If it doesn’t sell, it isn’t creative.” – David Ogilvy