While the greatest majority of people skips commercials, the Super Bowl is different. Sunday night Twitter was alight -- and I was pleased to see stable -- with buzz about the game, and the ads. Jeremiah Owyang created a Twitter ID so we could tally the votes. Ad naming conventions became a problem, I do not know whether the tallying was crowdsourced as someone suggested. I'll be curious to see if the outcome is consistent with voting elsewhere.
If you did not see the ads, BusinessWeek has 18 of the 2008 contenders. AOL Sports has them all, organized by quarter. You can vote on the AOL site if you sign up, or you can vote here in the comments. I watched them all.
Just to run through a couple of figures. While most marketing budgets this year are being stretched to the maximum, each :30 ad cost $2.7 million to run for a total of $170 million or $225, counting the pre-game ones, for Fox coffers. And it was a good game that kept everyone watching to the last second.
I enjoyed the well told story of "Mr. Oboe", the NFL ad, and the good execution of the "It's Mine" Coke ad by Wieden+Kennedy. But many of the ads showed signs of retreads. Tide hit it on the ahem, stain, very nicely. Some originality (a bit overdone) with Audi8 and Justin Timberlake "Magnetic Attraction" Pepsi. Doritos was memorable with "Music Video" by Goodby, Silverstein & Partners -- a nice touch that was quite touching.
Nothing there was groundbreaking. Nothing game changing. Not like the 1984 Apple spot, which was so shocking it changed the company's fortunes and the business of advertising.
Have we grown tired of making our ads work? The problem is this: 24 years later, the talking head on the video screen is today's advertising status quo. We're waiting for the next runner to rush down the aisle and swing her hammer into Big Advertising's eye.