As is usually the case, yesterday’s Super Bowl TV spots left me thoroughly underwhelmed and shaking my head at the money wasted by most marketers who advertise during the game. In my view, the quality and creativity of the ads matched the weather in Miami and the game on the field: sloppy and mediocre.
Even the halftime show was bogus: Prince and his two hot dancers strutted around in the pelting rain, belting out a medley of hits and misses. In fact, I thought the title of one song briefly performed by the artist formerly known as Prince (and now once again known as Prince) perfectly summed up Super Bowl XLI: "Party like it’s 1999."
With some 30-second Super Bowl spots going for $2.6mm, it’s safe to say the advertisers were spending their money like it was, in fact, 1999 (and the dotcom bubble had never burst and digital media had never completely and irrevocably changed the rules of the marketing game).
There are always exceptions to the rule, but mass advertising for advertisers like godaddy.com and other obscure brands makes no sense. In fact, the mega marketers are finally waking up to the incredible waste that is Super Bowl spending, and going one of two alternative routes: either adding all sorts of digital, one-to-one marketing components to the basic 30-second spots or, a la Procter & Gamble and Unilever, simply bypassing the game completely and finding better, smarter ways to spend their money.
As for me, I neither partied last night nor spent money like it was 1999. Instead, I opted for an earlier time frame and dialed in my favorite HBO series, ‘Rome,’ to see how Octavian, Mark Anthony, Attia, Brutus and the gang who really knew how to party cut the rug in 42 B.C.