Like any true advertising professional, I look forward to the Super Bowl to watch the advertisements. While most people are going for their second round of nachos during the commercial breaks and talking about the last couple of plays, I’m glued to the TV. And then I hop on twitter to discuss. (Did you know that by Monday morning 2/8, there were 6 million #SB50 tweets and Super Bowl Monday just started trending?) It works out that I really don’t have any interest in football, because love ‘em or hate ‘em, the ads never disappoint.
My next favorite thing to do happens about a week after Super Bowl. (It seems like an eternity.) That is when I get to see if any of our client’s PSAs got played during the Super Bowl through our weekly reports. While we will never get a national PSA airing and rarely have a chance of getting placement in a top market, there are plenty of smaller markets where they don’t sell all of their space. Here’s how it works: if you want to advertise during the Super Bowl you’re most likely going to purchase them directly from the network, so that no matter where people are watching the big game, they will see your ad. But, you can also purchase a local Super Bowl ad on Spot TV. The network doesn’t sell all of the slots on purpose so its local affiliates can sell ad space, too. While they won’t have a national audience, considering how many people watch the Super Bowl, you are guaranteed a higher-than-normal amount of eyeballs within a particular market. And when all of those local spots aren’t sold, there is a chance a PSA could be placed. It’s like the chances of winning if you put all of your money on number 19 in roulette! That is why it’s so exciting when we actually get an airing.
There was only one true Super Bowl Public Service Announcements (PSAs) last night, paid for/sponsored by the NFL—the NO MORE campaign.
And there were two messages that had a PSA-like message. Colgate used their spot to promote turning off the water while you brush your teeth. I think it’s interesting that this spot was originally produced and shown in Latin America and then re-cut for the Super Bowl.
And one of the overall favorites of the night featuring Helen Mirren, for Budweiser. I thought the message was worthy and well-delivered, but I question the use of a British actress since Bud drinkers are as Americana as it comes and nor did it really address WHY people actually do drink and drive. If it really was as easy as deciding not to be a “pillock” then we would’ve solved the issue a long time ago—through advertising!
Join the conversation about the Super Bowl ads by using #brandbowl and #PSA!