Super Bowl 2015

We saw fewer special effects, sexy girls and kicks to the crotch this year. And the few that took that route fell flat. What did score big is what always scores big. Ads from brands that own strong positions in the mind, that dominate categories and that hammer us with a familiar theme and visual in a new and entertaining way. Budweiser, Snickers, Doritos and Always scored big.

Super Bowl 2014

Unless you were a Seattle fan, the 2014 Super Bowl wasn’t a super game to watch. The puppy bowl was more competitive. So that left a lot of pressure on the commercials to deliver some much needed excitement and entertainment. A few spots delivered but most were not very memorable. One thing that continues to make the difference between failure and success is the use of a consistent visual hammer.

2013 Superbowl Ad Preview

When it comes to Super Bowl ads you can always count on seeing several things: Celebrities, special effects, babies, animals, sexy girls and dudes getting hit in crotch. This year I expect nothing to be much different. But even in this social media obsessed world, success still comes down to producing a Super Bowl ad that is engaging, relevant, on message. And if it has a Visual Hammer too? Touchdown!

Super Bowl of Advertising – 2012

While the gridiron battle between the New York Giants and the New England Patriots was close, the advertising battle on the tube was not.
The Super Bowl battle for commercial success might better be described as a mixture of the old classics, the new stuff, the overly sexy and the over the top.

Google Today, Gone Tomorrow?

What’s a Google? It’s a search engine. Want to find something online, you Google it. After domination of a category like search, the question business leaders and investors always have is, What's next? What's next is usually taking the incredible success of the mother brand and extending it into new areas. As well as gobbling up lots of other companies and rebranding them with the same brand name. If you know me, you know what I’m going to say next. It is a mistake.

Social Media is a Tactic not a Strategy

It’s the headline of our times “Brand X Moves to Social Media.” It’s the hottest trend in marketing with executives from the corner offices at Coca-Cola to the front lines at the local barber shop talking up Twitter, Foursquare, Groupon and Facebook. Since the Great Recession hit, we have been forced to do more with less and what better way to accomplish this than with social media. Compared to traditional advertising, a social media campaign is cheap. But is it effective? It all depends.

Super Bowl 2011: Game scores big, Advertising mostly fumbles

The stand out star of last night’s Super Bowl was clearly Aaron Rogers. Most people will be talking about Aaron and the Packers today instead of the commercials. Because it was the game was far more super than any of the ads. But with the most-watched commercials of the year, the Super Bowl provides a good picture of the state of the advertising industry. Here is my roundup of who scored and who fumbled.

Gap’s Fall into the Mushy Middle

They used to sing “Fall into the Gap.” And consumers did. Since the Woodstock era, the Gap has outfitted millions of consumers with its lines of basic clothing. But over the past few years, it is the Gap brand that is doing the “falling.”