previewing their spots to get advance interest. No matter what I think of the quality of the ads,every year I come away with the same thought.Why don't we approach every day like the Superbowl?
364 days of every day advertising and 1 day (a couple of hours actually) of over-achieving effort is a poor ratio. It also makes me think seriously about the tonality of what we do. People expect Super Bowl ads to be funny.They are the event's entertainment. I work now and have worked in the past on advertising for categories that don't naturally lend themselves to giving you the snorts and belly laughs of beer and chips advertising.I always feel jealous of what those categories are free to do and come away determined to bring a laugh somewhere somehow to any aspect of my work that I can squeeze it into.They rarely make it past the internal judges but I feel that I tried. If all advertising had to be funny maybe people would be more tuned into it and the social landscape for ads would be completely different. Don't give us drama or demo's or real people reactions or Lord of the rings landscapes with cars accelerating over the horizon. Give us laughs.Trade in those consumer ah-ha's! for consumer ha-ha's! Some advertisers would find it impossible to live in this world but what a wonderful world that would be.
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