...advertisers, which are spending up to $3 million for each 30-second commercial during Super Bowl XLIII, have a tricky task before them. They must figure out the right way to speak to consumers worried about the wretched economy while at the same time not ignore the long-standing appeal of Super Bowl Sunday as a night of escapist fare.
WHY? What obligation do beer and taco chip makers have to reference the economic climate? Were the players of the Pittsburgh Steelers and Arizona Cardinals supposed to express empathy with the plight of the common man? Did Dave Madden and Al Michaels apologize for their network's conspicuous consumption?
True, carmakers run the risk of appearing irrelevant, but if you're not reflecting the reality of your target market's income level, you're not going to sell many cars, no matter what the economy is like.
However, there was one category in evidence on the telecast last night that actually had a reason to "figure out a way to speak to consumers worried about the wretched economy." Yet what did Careerbuilder and Monster.com do? They ran spots that seemed years out of date, reflecting an era when unemployment was at historic lows and your only problem was finding a workplace that treated you better:
Talk about a missed opportunity. With millions of people, at all levels, finding themselves out of work (and watching the Super Bowl) wouldn't it have been smart to use the opportunity to give them hope, to make them feel employable, to offer a solution?
Instead of irreverent humor, this is just irrelevant humor.
Labels: Commercials, Creativity, Marketing