The Best Reality TV

: Sherrie Perkovich

Advertisers and clients alike over the years will argue what works, if it works, and how it works. Some think that only beer pushing, mostly naked women, nearly saw your nipple advertising is what works and works well during the big game. I’m talking of the Superbowl of course. It would be impossible to ignore the hype. Is it worth it? Should a client spend over $2 million dollars on one :30 second spot? We can argue all day about the price. But the answer is yes. I agree with the experts. Even if just a little bit. You of course need a product or service that is BIG TV advertising ready. No local dentists need apply.

Here's why its a good use of resources...The idea of reaching an audience so focused on football and on the commercials is a dream come true. When else do viewers sit down and spend that much energy watching the commercials, and talking about them afterwards. As an advertiser, it is what we dream of. The Superbowl makes it a reality. And for our clients, the discussion that happens afterwards is worth the money.

I caveat this by saying that you need to have the right message and the right creative to reap the benefits. If you don’t, you will have the exact opposite effect of what you were striving for. Bad word of mouth. We’ve all seen those ads. A loud groan comes out of the crowd at the spots completion. Not quite living up to its potential. Not only did you waste your millions dollars, you’re getting negative word of mouth that will unravel your brand. Be smart, be funny, be entertaining. But remember to reinforce your brand and pay off the message. Do it in a relevant, interesting way. And you'll be the one holding the trophy...