As Stuart Elliott noted in Monday's New York Times, the real winners in the Sunday afternoon "ad-bowl" weren't necessarily advertisers with the biggest budget or marquee agency. Rather, early reports suggest that some of the most effective, memorable, or talked-about commercials were either developed or suggested by consumers, or produced internally by the sponsors.
Stand-outs included four Doritos commercials that were created by consumers and a spot by Google that was developed internally. With an audience of 106.5 million viewers, this should give pause to both advertisers and their agencies.
But does this mean that advertisers should fire their agencies and have users create their campaigns? Not exactly. What it does point to however, is that consumers are probably more clued in to what other consumers will like to watch in the context of the Super Bowl ad environment.
The context angle puts an interesting spin on the age-old (heh) question of why advertisers, particularly Super Bowl advertisers, ignore, or in one agency exec's opinion, "insult" the over-50 audience that inarguably watches the most Super Bowl and buys the most products.
For all the back-and-forth about the merits or injustices of demographic marketing, the upshot at the end of the day is that sports marketing = youth marketing, with enough unattainable aspirations, innuendo and sophomoric humor to satisfy twelve to 120 year-olds. Beer, chips and pizza brands know this - heck the E*Trade babies know it too.
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