There is a lot to be excited about in this year’s Super Bowl. However, one of the aspects I am most keen on seeing unfold is how successful various brands are in developing advertisements that work with consumers given the current economic climate. To me, two key challenges arise to Super Bowl advertisers as a result of today’s economy.
First, can advertisers successfully deliver a message with the right tonality to resonate with consumers’ current emotions? This feat requires a strong understanding of the consumer mind and an ability to tailor a message to speak to the consumer. Brands might seize the opportunity of the day to accomplish this task, but I also suspect many will play it safe by ignoring the issue all together.
Second, can brands walk the tightrope of spending an approximate $3 million on a 30-second spot without looking wasteful? After all, Under Armour drew a lot of scrutiny for jumping into last year’s game, so I imagine brands will receive even more intense scrutiny with the current economy. It will be interesting to see whether consumers view the presence of various brands in the Super Bowl as having financial fortitude or ineptitude.
I think these will be fun questions to keep an eye on, and I think this is also an excellent opportunity for possible “best” and “worst” case approaches in times of economic hardship. Let’s hope that we see more “best” case examples!
– Derek Rucker