Some people still think that a Super Bowl ad is just that: a piece of advertising that will play for thirty seconds or sixty seconds at some point during the game. These people marvel at the cost, wondering why any sane business executive would pay $5 or $5.5 million for just a few seconds of time. It works out to more than $150,000 a second, a fairly staggering amount.
The world of Super Bowl advertising has changed. Buying a Super Bowl spot is no longer just about the game. It is a week-long--or more-- marketing and advertising festival that captivates the world. When thinking about Super Bowl advertising, it is better to think of it as Super Bowl Advertising Week, not just a single ad.
The trend has been growing. A decade ago, few Super Bowl advertisers released anything before the game. Some advertisers did this to preserve the surprise. Others just didn't think anybody cared. This is an understandable line of thought. Who gets all excited about a piece of advertising? Clearly, people don't get excited about a new Toyota ad running during a normal NFL game.
Super Bowl advertising is fundamentally different. Advertisers appear to have come to realize several important points.
First, people really do care. Super Bowl ads have a remarkable ability to attract interest and generate conversation. People watch the teaser spots and share them. Media outlets cover the Super Bowl advertising news, reporting on each piece of information. Talk shows discuss the different executions. People voice their opinions on social media. Several years back people were outraged when Go Daddy proposed running a Super Bowl ad that made fun of the classic sweet Budweiser Clydesdale advertising. And, the brand cared enough that it ultimately apologized and withdrew the ad from the Super Bowl.
Second, advertisers realize an opportunity exists to build impact by using the days leading up to the game. A compelling pre-game effort can engage with people and get them to look forward with anticipation for one particular spot. Interested consumers might debate the merits of an execution, or share a teaser spot, or sign up to follow a brand on social media. This can all be powerful. To quote one Super Bowl Advertiser of a previous spot, "By the time the game began, we had already paid back our investment."
Third, the Super Bowl itself is a tough environment for advertisers. The issue is simple: a lot is going on at the Super Bowl. Dozens of advertisements are all trying to be particularly funny, exciting, and distinct. People might end up following or discussing a hilarious ad for some chip brand, and completely ignore the next ad in the pod. A brilliant creative idea might be copied by three other advertisers, all building off the same basic concept. The game might be so exciting that people use the commercial breaks to refresh the drinks. The power might go out.For many brands, the scary aspect of Super Bowl advertising is that it is very hard to be confident that a given ad will break through all the clutter. It is an unpredictable environment that depends on the competition and other uncountable factors. If anything, advertisers can be confident they won't stand out on the game. Most don't.
There is more time and opportunity before the game.
The good news is that the pre-game phase is easier. There is more time to attract some attention. Also, an earlier pre-game by a brand offers opportunities to adjust and shift course. If a brand's efforts to generate interest fall flat on Monday, the brand can put forth a new campaign on Wednesday. And if that doesn't work, the brand can try again on Saturday.
Marketers now fully appreciate the pre-game opportunity and will work very hard to capitalize on it. For almost every Super Bowl brand, the focus is on Super Bowl Advertising Week.We are already seeing the first efforts now that the inauguration is done; advertisers wisely waited until after the event, understanding that the event would capture attention. People weren't thinking Super Bowl; they were thinking about politics.
Last week, Lexus was one of the first brands to start by releasing their Super Bowl ad. Avocados from Mexico released a teaser featuring actor Jon Lovitz (fair warning, some might find it somewhat disturbing). You can see it here. Snickers has promised to air a live Super Bowl ad, and to live stream for 36 hours leading up to the game. The brand put out a press release and a series of teaser spots. Super Bowl pre-game has begun, at least for advertisers.All these efforts are just the start, a bit like seeing the engine of a steam train with many different boxcars to follow.
Some advertisers will decide not to participate in the pre-game activity in order to protect the surprise. This is a high-risk strategy but it can work. Over the past several Super Bowls, Fiat-Chrysler has fully embraced this approach, running powerful spots for Chrysler, Ram and Jeep that managed to stand out. It would not be a surprise to see the car maker will use the same approach this year. Many Super Bowl brands will be out in full force before the game. The festival kicks off in earnest on Monday.