With the end of another Super Bowl contest comes the emphatic scrutiny many companies subjected their commercials to by forking out thousands of dollars to merely attempt to meet practically unattainable expectations. The designated budget yielding a superlative review along with a profitable return on investment is only two of many major concerns. For instance, a great deal of energy (time, money, sweat, etc.) is spent creating advertisements designed to elicit paradigmatic shifts in the way consumers think about specific products, programs, and processes. Furthermore, the message needs to be utterly convincing along with being completely explanatory and can only be done in an allotted time of 30 seconds or 1 minute. As a result the creative writing needs to be so perfect the “ad” will succeed regardless of a botched or sub-par execution.
Did the end justify the means? No way!
Unfortunately this year’s commercial marathon was particularly overdone and cheesy. The creative writing was absolutely creative but too much so – every ad was too big of a stretch from its original landscape. In order to be successful in these instances, new ad campaigns should contain some relevance or pertinence to what the company did last year. Being completely ignorant and negligent of a motto or thematic principle made a majority of these commercials unattractive. Not having a reference point for the audience creates a rather detectable illusion. This is especially prevalent in “feel-good” advertising. We know when you are authentically broadcasting a beneficial factor of your company and when you are making an implausible connection!
Hopefully next year is better.