Running on the momentum of his :30 Super Bowl Showstopper Guarantee, Bill at Make the Logo Bigger asks the question we all wonder as we write out the checks, but don't want to ask for fear of looking uncool:
With the hype around the Super Bowl, are the (very expensive) ads worth it to marketers? Find out at the Reuters panel on Wednesday the 24th at 11 AM, The Reuters Building, 3 Times Square.
Apparently, Minnesota Timberwolves forward Kevin Garnett will appear in a Footlocker commercial during the Super Bowl. But that's not the news. It seems the folks handling Footlocker want to guarantee viewership of the commercial by embedding a "secret website" address promoting a contest in the spot and telling everyone about it by seeding a "hidden camera" video in which the "secret" is revealed. Oooo. Get your TiVos ready everyone. This one's gonna be a doosey! And, like, no one has ever done this before either so that's what makes this so, sooooo cool!
Rip into this farce with the rest of your industry mates on the Adrants forumor in comments here..
For its Life Comes at You Fast campaign, Nationwide Mutual Insurance Co. makes K-Fed its new Super Bowl poster boy, succeeding Fabio in a popular ad that ran last year.
The idea is to have Federline living out a menagerie of rap cliches before he's snapped back into reality - that being his life at a fast food restaurant with his screaming boss.
The National Restaurant Association complains that the ad denigrates restaurant workers. They'd like Nationwide to do away with the K-Fed cliche, but they ain't budging, explaining the ad is about surprise, not the unpleasant conditions of fast food work. In our opinion they ought to be thanking the company as K-Fed's lackluster album is one of those oeuvres that actually might make a disgruntled restaurant worker feel better about being a restaurant worker.
Here's a couple of spots created by TBWA Dubai for an "online matrimonials" site called Bentelhalal (we're guessing that's their version of a dating...arranged marriage?...site) that capture perfectly long-held stereotypes about men and women living together. We won't spoil. Just watch. (1, 2) They're very simple and we like simple. We're not sure about arranged marriages though.
OK. Now we know why a good commercial needs a talented agency and a capable production house. Otherwise, we'd end up with boring outtakes like this making their way to the screen instead of the finished product. As if to drum up some excitement for one of its upcoming Super Bowl spots, Budweiser has released b-roll footage of a spot that will feature Dale Earnhardt Jr. in what looks like a nod Mel Gibson's Road Warrior. You can view the footage here but you won't be missing anything if you wait until game day to see the final product.
Monday is never a good day to analyze why so many commercials featuring athletes always portray said athletes as mindless idiots. Poor Vinny Testaverde, back-up quarterback for the New England Patriots is the latest to receive the jock-as-buffoon treatment. Setting aside for a moment the lunacy of a professional football player ordering food from a stadium's fast food counter while in full uniform, MasterCard, while promoting its PayPass card, felt it necessary (with advice from McCann-Erickson/New York) to capitalize on the stereotype of athlete as slave to coach.
While quite a few commenters think this Toyota RAV4 jousting spot is for shit, we like it purely for its unique entertainment value and because it's not a winding mountain road spot. And, wouldn't it be fun to watch two drunk idiots actually try to do this? Come one. You know you like it. Admit it.
Continuing is long-running trend of thrashing about its Tacoma pick up truck, Toyota is at it again; this time with a barfing Loch Ness monster who can't seem to stomach the truck's indestructible nature. Of course, a truck being shot out of the water like a cannon ball, smashing head first onto the ground and then being driven off with nary a scratch causes one to put as much belief into that as the existence of the Loch Ness Monster. Oh but wait, there's a disclaimer: "Fictionalization. Not a demo of Tacoma's performance or crash capabilities." Hmm. It might as well have read, "This commercial is a lie and we apologize for treating you like an idiot. Go buy a Ford. They're the ones that are really Built Tough." Nice touch though having Loch Ness Project's Adrian Shine in the spot. Not such a nice touch dropping the word "Expedition" in the spot though.
Now this is odd. A GoDaddy spot without Candice Michelle or Danica Patrick or fake big breasts has been "banned" by CBS as a possible Super Bowl commercial for the master of domains. The spot, called I Own You, has two guys in office cubicles with one demonstrating the ease of GoDaddy domain registration by taking all the domains his cube mate might want. Things get humorous when the subject turns to the second guys mother. Don't miss the witty (more witty with another "s") last name of the second guy too. We like the effort but can understand why a network might have a problem with his.
According to GoDaddy, which will buy three spots in the game, one will feature either or both Candice Michelle and new GoDaddy girl Danica Patrick. As long as the network approves it that is. We're thinking the non-Candice/Danica spots might actually turn out to be the better ones.
The Comcast Slowskys are back for more really slow cable versus DSL fun. In four new spots created by Goodby, Silverstein & Partners, the turtle family revels in the slowness of DSL indicating to the rest of us Comcasts's cable is a much faster choice. Whether that's true or not is irrelevant. The spots are funny in that odd sort of way the originals were and thet steer clear of the boring speeds and feeds spots many other cable and DSL companies still cling to. You can view all four spots here, here, here and here.