Five Questions About Super Bowl Ads

Watching the Super Bowl “just” for the ads is like saying you attend conferences “just” for the speakers. Sandwiched in between the obligatory Power Point presentations are those moments you will really remember. A great networking find. A nice meal. A relaxing walk on a beach, or boardwalk, or anywhere but down the hallway at your office.

Same is true with the Super Bowl. Sandwiched in between all the one-yard gains and plays that are “under further review” are the real slices of life – the commercials. You can tell a lot about a company and how it spends a few million dollars in a tiny fraction of time. Here are five things to look for when you’re not looking at the game:

1. Is it funny?
Hard to beat Budweiser, a puppy and some majestic horses – unless it’s Bud Light and a party where the people who write these bits of hilarity and the people who design them teletransport us. I like touching moments but I remember funny – and usually I talk to people about it the next day. That’s positive word-of-mouth – and that’s what wisely spent dollars are after.

2. Is it offensive?
Anybody remember the disgusting Snicker’s ad with two guy mechanics eating the same candy bar from different ends? If you do, pat yourself on the back. That was 2007. If you don’t, Google it. You won’t forget it soon. That is a true, “What were they thinking?” moment. Strategy backfire. I like Snicker’s. It’s one of my top five candy bars. But it was a while before I bought and ate another one.

3. Is the company true to its brand?
If Pepsi were to present an ad featuring senior citizens and puppies and bright spring meadows – they’d better all start twerking with Beyoncé by the end. Because Pepsi’s archetype is the explorer. Everything fun, brave, new, exciting. Pepsi knows its archetype – and embraces it. Heartwarming and cute? Nope. Leave that to Coke.

4. Did you even notice the product?
There are far more commercials that I don’t remember than those I do. Why? Because I saw the whole thing and wasn’t sure what they were selling. Like just about anything from GoDaddy.com. Is it a NASCAR commercial? Soft porn? I’m still not sure – and I have never bothered to visit the website to find out. One thing I did learn: sexist and stupid is no way to go through life.

5. Did it motivate you?
Come Monday morning, which commercials did I talk about? Even more, did I go out and buy anything I saw. Maybe a bag of Doritos. But am I thinking about buying a Toyota? Am I now convinced I’ll stop at the showroom next weekend? That’s what companies want. Sales. Loyalty. And more sales. The commercials may have made me laugh, but companies aren’t selling comedy, they’re selling commodities. That’s why they’re in the game.

The bottom line: Buying television time can be simple, as long as you have the money. But buying actions that result in sales – and the ultimate goal of repeat sales – is like taking the hand-off on fourth-and-goal from the seven yard line. It had better be the best move you ever made.

What do you think?