As we jet (oops Dr. Freud) closer to the Super Bowl, I realize what an exciting time it is to be in advertising. The Super Bowl is our Fashion Week. It’s when agency people get to lay some wood. The best commercials of the year are put on display, much the way at Fashion Week the best designs are showcased.
I wrote a brief once for an online music property in which I stated “an artist is never more in touch with his/her art than when looking into the eyes of the audience.” Well, that’s sort of what we do in the ad business during the Super Bowl, we display our work and sit with people we care about, watching their reactions. The ad meters and USA Today polls are nice, but real time reactions from those around the chips and dip is most important. Real consumers. Our friends. Our family. And if you tell people it’s your spot it is cheating.
Granted, the best spots don’t always sell the most, just as the best fashion designs don’t…but the Super Bowl allows agencies and the builders of ads to represent (and learn a wee bit about their craft from the people). Good times. Peace!