Well, I can tell you that we have never been approached to create a Super Bowl commercial. I can’t imagine the stress in the creative room during that brainstorming session. We love to do good work, but I don’t fire people for awful ideas, which you’d like to think is a mythical portrayal of life at a national agency, but I am really unsure.
This new Anna Kendrick web commercial really is ingenious for doing what we all preach is the basis for a solid ad:
1. Speak to the common consumer
2. Tweak an already started cultural dialogue (be funny if possible)
3. Add pretty girl or likable spokesperson
What I could do without is most of the commentary. This only goes to show you Monday morning quarterbacks are not reserved for football alone. I chalk most of it up to ignorance. Whatever you think of the ad they managed to move the conversation about New Castle off one given Sunday and into the web realm where their actual demographic resides.
Personally, I love it when the industry mocks the industry. Super Bowl Commercials are what everyone “says” they are tuning in to see. This year, however, I am tuning in to see my team win. Go Broncos! Just to keep it fresh, I’ll serve Newcastle Brown Ale at the party, though.
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