Picture, if you will, the Staples commercials that aired a few years ago, with the parents sailing through the aisles as they got ready for their kids to go back to school as “It’s the most wonderful time of the year” played jubilantly in the background. For me, that’s what Superbowl commercials are like.
While football is all right (these days, I’d much prefer to watch the Six Nations, where it seems that the men are men), to me, the Superbowl is really about the ads. If a company is going to spend up to $5 million for 30 seconds of ad time (yes, you read that right), then they should really be bringing their A game to the ad game.
Unfortunately, I’d have to say that this year overall was a bit of a letdown. While I did have some standouts and so will be able to do a “best of” as well as my “good, bad and ugly,” in general, the commercials were at best, mediocre. And that’s just not okay.
Companies (and firms, this goes for you, too): if you’re going to be investing in a marketing project, invest in it. Don’t spend the money on the advertising dollars, only to go cheap on the ad itself. Some of the ads were misses for me, but at least I could tell that the agencies tried. Most of them felt like an afterthought. And I see more and more of that in legal marketing these days too – we have some brilliant and talented people in our industry, who are, unfortunately, being asked to do more and more and are spread very thin. As a result, there’s less and less creativity being seen because there’s only so much time in the day.
But I’d love to see more from all of us. Bring back the days of thoughtful, smart marketing that gets people excited about what they’re going to see. We don’t need the budgets of these big companies to learn and apply the lessons that their commercials can teach us!
So with that in mind, let’s take a look at my five favorites from this year’s crop of Superbowl ads – along with a couple of Honorable Mentions:
Read more: http://www.zenlegalnetworking.com/2016/02/superbowl-commercials-the-best-of-2016/
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