[Editor’s Note: Due to the horrible performance by this author’s team, the game itself shall not be discussed. I mean, seriously – what the heck was that?!]
Every year, the Super Bowl audience breaks down to two camps – those who care about the game and those who care about the commercials. Ever since Apple’s ‘1984’ ad aired, the Super Bowl has risen in prominence as THE place for companies to make a marketing impact. With the increase of on demand entertainment, live sporting events on the level of the Super Bowl offer one of the few places where millions of eyes will be watching at the same time. And given the mythical status some Super Bowl ads attain, this is one of the few times that people WANT to watch the commercials. So you would think companies would do their best to make the most of this moment.
Sadly, this year’s crop fell short. In fact, recent years have revealed some lackluster attempts to get our attention. We long for the days of EDS’s “herding cats” or the CareerBuilder chimps. Instead, we get a Maserati ad that everyone hoped was a horror movie trailer and others that made Joe Namath’s coat the highlight of the evening. [Ed. Note: The Budweiser Puppy/Clydesdale ad was still awesome. Because….puppy. Duh.] Not exactly everyone’s idea of $4M well spent.
We’ve all had situations in which we had a great opportunity to make a positive impression…and fell flat on our face. Or worse, made no impression at all. By examining the possible mistakes made by this year’s Super Bowl ad companies, it’s possible you can avoid a similar problem when provided a high visibility stage upon which to make a statement:
- Playing it safe: A lot of the ads toyed with audacity, but couldn’t quite get there. That $4M price tag might have kept companies from wanting to go too far out of the norm. As a result, there was a lack of creativity. And I’m not the only one who thought so.
What it means to you: When you get a chance to play on the big stage, decide whether or not you want to swing for the fences. If you’re going to take a risk, take a real risk. A jazz instructor I knew once said, “If you’re going to make a mistake, make a mistake of passion.”
- Not managing the message: If you followed the Twitter feed for Super Bowl ads, you saw a wide range of negative comments – some deserved (and funny), some bizarre and intolerant. As a result, the ad’s message was lost in the aftermath.
What it means to you: It’s not possible to anticipate all reactions to the content, but it’s good to have a backup plan. When you take your moment in the sun, consider the audience, the possible response, and how you’ll handle any backlash.
- Losing sight of the goal: This one can also be thought of as “Letting the size of the stage dictate your message”. Bud Light, who has had some winners in the past, decided to feature a regular guy who doesn’t know he’s in a commercial – and not just any commercial, a Super Bowl Commercial. So you ended up with Don Cheadle and a llama, and Arnold Schwarzenegger in inappropriate shorts. And how is this about beer? Or even about the Bud brand?
What this means to you: Just because you’re in a high visibility situation, it doesn’t mean you should forget why you’re there. Whatever message you want to send, keep the core of that message. What do you want people to remember – you and your message, or the fact that you had a dancing bear introduce you?
Chances are, your stage isn’t as big as what we saw on Sunday. But every single time you have a chance to make an impression, you should think of it as your personal Super Bowl. Seize the opportunity to tell your story, share your message, and be memorable – in a GOOD way. Don’t spend the social equivalent of $4M just so people can say, “meh.”
Do you have a story about how a time you made an impression on the big stage? Share in the comments?