Focus On The Family--And The Super Bowl
By Dr, Walter Guarino
Montville, New Jersey --Dr. Guarino shares his point of view with SHOOT on the Tebow ad and advertising on the Super Bowl. Why this ad? Basically, they (Focus on the Family) figured out that featuring a nationally-known college football player who won the Heisman Trophy two years ago (and will be a Big Time pro) was a great strategy to get on the air! Hey! They were spot on with that strategy. This ad would be nothing if it didn’t focus on a sports figure in the sport of the game that was being televised. What’s more, CBS changed their clearance policy to justify airing the spot!
Some have asked “will people expect more advocacy commercials in this type of event”? You betcha’. We got the Olympics coming up in a couple of weeks and March Madness to follow. Will we see this spot again on those events? Stay tuned.
People didn’t expect to see an advocacy commercial in a Super Bowl game. But, given the fact the game has become an iconic mainstream media event, viewers have been open to seeing everything from gerbils shot from a cannon to 1984’s lemmings going over the cliff. I think the audience was ripe for this kind of spot, especially in the way it was not heavy-handed.
The power of a Super Bowl commercial can be enormous…one way or the other. Companies have folded for presenting bad spots (they call them the “dot.gones”) and others have been enormously successful in building their brands like E*Trade, CareerBuilders.com, Monster.com and several more (like GoDaddy.com). Think about the success of Denny’s last year and the fact that they are repeating the free breakfast offer and you have to conclude that an ad in the Super Bowl is unlike anything else in the world of marketing.
The research on the audience of the game is astounding. Nielsen did a new study that shows 67% of the people remember their favorite commercial and only 39% remember the score of the game. 51% of the people watch the game to see the commercials! There are cottage industries being developed to provide guidelines on how to create a successful commercial for a Super Bowl game. Amazing..but true.
In short, there is nothing like the Super Bowl in my business. It is an American Celebration beyond anything imaginable. Women watch the commercials and men watch the game (for the most part). Women like kids and animals and men like slapstick. It really comes down to the biggest family and friends celebration that we have. Now, it may become a “political forum” for advocates. If it does, the glimmer will fade. So, I doubt it.
Dr. Walter Guarino is Professor, Advertising at Seton Hall University and President & Managing Partner of SGW, an integrated marketing communications company based in Montville, New Jersey. www.sgw.com.
The Many Hires Jeremiah Wassom As Group Creative Director
Independent agency The Many has added Jeremiah Wassom as group creative director.
Wassom most recently worked a decade at Deutsch LA where, as SVP/creative director, he led the Taco Bell account and won new business for the agency. His agency past also includes AKQA and TBWAChiatDay. His creative work has touched the QSR, video games, automotive, fashion, and culture brand sectors. He also served eight years with the United States Marine Corps.
“Throughout his career, Jeremiah has helmed work that has not only made me personally jealous but has consistently pushed brands to show up in memorable and innovative ways,” said Josh Paialii, head of creative at The Many. “One look at his body of work and you will see his passion for storytelling and craft has raised the bar for entire categories, driving participation with many brands’ most loyal fans. Beyond being a world-class creative director and maker, Wassom is a proven team player and strategic thought leader. He’ll be a great addition to the leadership team at The Many working across all accounts. His role will be immediately felt as he guides and supports each of the creative leads in the department.”
A 20-year creative with agency, brand, and freelance experience, Wassom has forged a creative approach which focuses on crafting engaging connections rather than simply make ads. He sees the need for advertising to mean more, not simply do more.
The Many believes that true business growth is made possible by harnessing the power of participation and partners with brands to forge deeper connections with consumers, cultivate trust and loyalty, and maximize marketing spend and execution. The agency is built around a flexible model that offers a suite of capabilities, including... Read More