Well, tomorrowâ€™s the big day â€“ Super Bowl Commercial day. I know we all wait in anticipation to see who can be the most irreverent and irrelevant.
Commercials as entertainment, and hang the concept of product promotion.
The thing I canâ€™t understand is how top management types allow this to happen. Is it because they get great seats in the VIP loges? Or is it because they get bragging rights at the next trade convention? Is it because their ad agencies have creative mystics working on their accounts and they canâ€™t say â€œnoâ€ to them and be in the â€œknowâ€?
Last night CBS aired a look back at old Super Bowl commercials. They even had a phone-in/text-in contest so viewers could select the best of the best from years past. Apparently theyâ€™ve been doing that for years, and seven years in a row the â€œMean Joe Greenâ€ Coke commercials won out. This yearâ€™s runner-up, a sheered goat â€œstreakerâ€ at a â€œball gameâ€ played by draft horses for Budweiser.
To my mind there was no comparison. The Coke ad, with a small boy offering a game-weary Green his Coke. After drinking it, Mean Joe threw his jersey to the boy. Both participants â€œwonâ€, and we had a warm feeling about giving and sharing. It was a humanistic moment, sponsored by a company not afraid to be humanistic. And there was plenty of product displayed. There were associations there that Coke could be proud of: the warrior, the kid, the game, the compassion. Iâ€™m so glad this â€œoutdatedâ€ messaging won again.
Contrast this classic with a streaker goat. Hard to relate to this piece of fluff. The only thing that even remotely was associated to Budweiser were draft horses. But instead of pulling the traditional beer wagon, they were playing football? Perhaps thatâ€™s as close to an association as Budweiser wanted.
Iâ€™ve long thought the Wannamakerâ€™s quote that â€œhalf of my ad dollars are wasted, but I donâ€™t know which halfâ€, didnâ€™t really approach the severity of the problem. I do consider it a problem. Agencies seem to thrive on being irreverent and irrelevant.
Thatâ€™s one reason Al and Laura Ries wrote another minor classic book on marketing communications: The Fall of Advertising and the Rise of PR. They say it much more eloquently and with facts to back them up. I just know Iâ€™m glad that my agency experience (some of which I share with Al Ries because I followed him into Marstellar Inc. just after he left to form his first agency) occurred while we â€œcreativesâ€ were admonished to find differentiation and benefits within the offering, and to remember to respect the prospects we were attempting to influence.
I admonish advertisers: if you have a code of conduct for your employeesâ€¦if you ask your customer service people to treat your customers with dignity and compassionâ€¦if you want to demonstrate fiscal responsibility to your share-holdersâ€¦if your product or service has value and benefit, please find an ad agency that will honor those values and produce advertising worthy of the company and its stakeholders.
So go on and watch the commercials tomorrow. But ask yourself twoÂ Â Â questions: Do you believe the advertising represents the advertiserâ€™s brand well? Did they get their moneyâ€™s worth?
Oh, and one more: do you remember the name, much less the underlying benefit, of the advertised product?