At least one advertising industry pundit is predicting a dull Super Bowl. Jim Edwards, a former editor at Adweek, wrote recently that “…the 2009 big game is potentially shaping up to be the dullest on record.” You can read his piece here:
I disagree completely. Indeed I think the 2009 Super Bowl will be fascinating to watch.
For the average viewer, the Super Bowl should be full of interesting, engaging spots. Advertisers have learned over the years that people expect to see highly entertaining commercials during the Super Bowl. Every advertiser will try to deliver, and every advertising agency will do its best. Any advertiser with common sense will test each spot to be sure it delivers and resonates.
And many of the big guns of Super Bowl advertising will be there. Budweiser is back. Pepsi is back. CareerBuilder is back. Coke is back.
For anyone interested in marketing, the 2009 Super Bowl will be particularly fascinating. Things to watch for:
-How will advertisers adjust their message given the difficult economic times? Will humor carry the day, once again? Or will a more somber, sober tone prevail?
-Who will win the Pepsi vs. Coke battle? Will Pepsi, the long time Super Bowl advertiser, prevail? Or will Coke again carry the day, repeating 2008’s achievement? Remember that Coke will be starting from a weak spot since Pepsi has locked up the first half.
-How will Monster and CareerBuilder match up? Monster is back this year, challenging CareerBuilder. Will CareerBuilder come through with creative on par with its terrific chimps campaign of 2005 and 2006?
-What will Bob Parsons do next? Will GoDaddy again step over the fine line of good taste? Or perhaps the question is more accurately phrased: how far over that line will GoDaddy go?
-What will GE do with its spot on the game?
More to come!
– Tim Calkins