A friend of mine and I have had the tradition over the past decade plus to text one another throughout the Super Bowl on the status of the ads, the game, the halftime and in turn, America.
Sometimes there have been exceptional moments to share and to be a part of the collective experience that is the unofficial holiday of Super Bowl.
The game’s quality aside, throughout this year’s broadcast was “meh.” We found ourselves grasping for some semblance of an ad, a message, a theme that would resonate beyond this morning’s news blurbs on local tv… and there just wasn’t any to speak of.
The trailers for movies were just about the same trailers as we’ve seen for the last umpteen years. Autos seemed off message. Messaging about Marilyn Monroe seemed to be as disconnected with the millennial generation, just as a block of what one could only assume was millennially-focused spots mid- second quarter that fell flat with older demos. Enough with the computer generated or enhanced animals. We’ve seen enough.
While a certain level of creativity was present in many ads – kind of like a spark of an idea – but none of them have me running to YouTube to watch and share this morning, (which I keep reading is the value-add of spending $5 million for thirty seconds of time.)
What I really miss is the emotional, smart, thought-provoking cleverness that used to permeate the advertising industry. What I fear is that the combination of the Trump effect (mean spirited, Tweet driven, lowest common denominator messaging) and the reliance upon metadata to make deciions has extinguished the flame that created messaging that resonated.
As a proponent of arts marketing – and in turn arts advertising everywhere – I will continue to stand on my soapbox and preach the virtues of quality content and efficient messaging to a world starved of meaningful engagement.
Either that or we just need a new Apple product launch.