It's hard enough to absorb all the content presented at Cannes but it's really hard to absorb when you can't even get into the theater or watch the session via video feed. Like some sort of mini-cataclysm, several sessions including the R/GA, LBi and Facebook sessions were filled to capacity today.
Lines were out the door, the overflow theater wasn't open and the video feeds which, normally, can be viewed in various areas around the Palais, including the press room, were frozen. Kinda makes getting what you paid for a bit difficult. Of course, one could argue one simply has to arrive earlier to obtain a seat. But when does and finds the line out the door, up the stairs and around the corner for a session that doesn't even begin for 45 minutes, it stymies things to the point of frustration.
But hey, there's a beautiful beach nearby so there's always something to do, right?
Well, once again, it just goes to show the perennially pointless, annual natter-fest over which Super Bowl spots scored and which didn't is, well, perennially pointless. Recent Q1 numbers from Pepsi show its Amp and SoBe brands, which ran two of the worst scoring ads, according to many, in this year's game, are doing just fine.
Oh God. It's that damn song again. About a month after the Super Bowl, we'd almost rid it from head bobbing around inside your head. Anyway, because some think two Super Bowl spots are better than one, we have this mashup up of Justin Timberlake's Pepsi commercial and the What is Love Diet Pepsi Max commercial. It's been up since February 7 but it's only been seen by 3,300 people. I'm sure we can increase that a bit.
We missed this one. Perhaps you've all seen it already but at a count of just 20,473 on YouTube since February 5, we're guessing not everyone has. This Bud Light video called "Cut the Cheese" was released just after the Super Bowl. If you ask us, it should have run in the game. It's far better (better meaning funny, not necessarily having anything to do with selling beer) than some of the other spots we saw during the game. Give it a watch. And yes, it's a very, very tired old joke but it works for us.
Irrespective of how well it ranked in this week's multitude of Super Bowl commercial lists, Nielsen found the Victoria's Secret commercial to be the most viewed spot in the game reaching 103.7 million viewers when it ran at 9:44PM. Following Victoria's Secret were Amp and a promotion for FOX's American Idol which tied for second place with 103.6 million viewers. These figures are based on Nielsen's live plus same day DVR viewing.
Because the game's outcome came down to the wire, the fourth quarter was home to the top ten most viewed ads, all of which achieved 100 million views or more.
The Super Bowl ads people claimed to dislike more than others, or that performed poorly in ad popularity studies, turned out to perform quite well in terms of acquiring website visits. GoDaddy, Salesgenie, Office of National Drug Control Policy, Audi, Gatorade, Under Armour, most of which weren't too well received, saw significant gains in site traffic the day after the game, according to Hitwise.
This ad for Reebok aired after the game ended on Super Bowl Sunday. It's called "Giants, Welcome to Perfectville."
The premise: the 1972 Miami Dolphins -- the only undefeated team in NFL history -- have long been living in a sleepy but sunny town called Perfectville. One of the members receives a gift from the NY Giants playfully marked, "Enjoy it for one more year."
Other tame leaps at humor include players reliving games, but slowly forgetting what positions they played.
For all those out their anticipating (dreading?) creating an ad for next year's Super Bowl, Advertising for Peanuts already has the creative brief written so you can get an early start on what will assuredly be an industry masterpiece. The brief involves all the important things such as audience psychographics (they'll be drunk), the objective (it has to be funny) and target audience (everyone).
Get the entire brief here and be prepared for next year's game.
At the risk of igniting a shit storm, were those Salesgenie ads really that racist? Let's examine. The ad where the Indian guy is berated by his boss is an illustration of an employee being berated because his sales are down.
We have to imagine that happens quite a lot no matter where in the world people live. We also have to imagine there are quite a few instances in real life where the boss is white and the employee is Indian.
If the tables were turned and an Indian boss was shown berating a white employee for his lack of sales, would the ad still be racist? Or is it racist because the Indian employee has an Indian accent? Maybe it's racist because the boss is a bloated fat asshole.
Recent findings from Reprise Media critique this year's Super Bowl advertisers for failing to buy online search terms related to their ads. They also neglected to leverage online social networks, where most worked so hard to build a presence.
Oddly enough, some advertisers did incorporate social networking into their Super Bowl ad campaigns. That is, if slapping a skin onto MySpace the week after the game counts.
Check out the try-hard efforts of Sunsilk at left (for this commercial) and Vitamin Water with Shaq.
Don't get us wrong; ravaging a social networking homepage is probably the 'net equivalent to billboard advertising. Users definitely get an eyeful. But it's not terribly interactive, the contact lasts two seconds, and there are more creative ways to exploit SB ad buzz online.
Update: the cats at Deep Focus just told us there's an interactive MySpace page for Shaq and Vitamin Water. So if you want some nifty matching widgets, or just want to watch Shaq horserace, take a look.
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