Before we close the book on discussing the Super Bowl commercials, I want to spend a little extra time on something that seriously disturbs me about our industry: careless spending. It’s way to common. And the lack of accountability is a bit embarrassing. Under the world’s spotlight, I saw some really creative commercials during the Super Bowl. But how many of those will actually out earn their cost of production and placement? We’re talking about needing to clear between 3.5 to 4.5 million dollars per spot to break even. When you really think about that and take full responsibility for making sure each client’s return in revenue will exceed the cost, you have to say most of the spots were and will not be successful. But that is only an opinion at this point, we will have to wait and see what this Super tactic does for each clients long term results. For a few spots, I’m willing to declare now that they were a true waste of the client’s money. These include:
1. Go Daddy – Their How Hot Is Too Hot commercials have nothing to do with what their services actually are. Does a news anchor taking her clothes off tell me anything about purchasing a domain name? Not so much. It tells me that Go Daddy thinks sex will sell anything. Sorry to inform you but that is not the case.
2. Boost Mobile – Let’s take a bunch of old football players and make them sing a really bad song (I mean really bad). I’m not sure what about that commercial says “Boost Mobile is the company for you” but they completely missed the mark on it. All it made me want to do was change the channel.
3. Dockers – Men Without Pants was just silly. It made no sense. Why are a bunch of men walking through a field without pants. They didn’t even show a pair of Dockers pants. When the commercial played people booed it.
What do you guys think? Did you have a least favorite spot?