The game is over, and it had the all the drama, momentum swings and glitz that we expect from the Super Bowl. And while we know who won on the field, it’s now time to look at the winners and losers from the advertising game.
Before I pass judgment, let me make a couple overall observations.
The Herd Mentality
It’s always interesting to see how certain products tend to get multiple advertisers competing with each other. Car manufacturers are at the top of this list, with luxury sedans and mid-sized SUVs being the predominant vehicle types showing up. For the most part, these were so indistinguishable from each other that nobody will remember anything about them by this weekend…while I did enjoy watching the VW Beetle “Get Happy” spot, there was one clear winner in the pack (see below). There is always a lot of competition between sodas, but a surprising product category that has multiple brands competing with each other during the Super Bowl is men’s deodorants…they must feel that they can get some new customers, although I’m highly skeptical that they will even come close to seeing a return on this investment. Continue reading