Monday morning ROI quarterbacking, ad Super Bowl of fiascos and some sentiment analysis
OK so you just dropped 2.5 million on media and another half million on production for what? Pissing off a of women who make up 52% of your demographic and influence almost every purchase on the planet. Great job Dodge, Bud Light, Dove. And Audi, really? Not like the Twitterverse wasn’t telling you don’t do it.
Now that I got all that off my chest, here’s a quick take on what the social sphere had to say about things in the macro sense. The USA Today admeter and just about everything else I’ve seen has picked out Doritos as the winner, then Google, and then Snickers. Snickers definitely saw a huge spike but not in the same league as Doritos. Google already has so much discussion online, running a TV spot on the Super Bowl doesn’t show as dramatic spike and it kinda ruins the graph, so I left it off. In case you’re wondering though, it does occupy a big chunk of the “super bow ads” conversation along with Tim Tebow. The Tim Tebow ad doesn’t win any creative awards but Focus On The Family made an excellent strategic play in creating buzz around their ad.
Ok. So we have some discussion but what does it all mean. For Doritos it has definitely moved sentiment in the right direction. 
What would be downright frightening to see if one were a Dodge executive is the sentiment trend for the last two days. 
That was a big stinking pile of money to spend on an ad that pisses women off. Now only single men, who don’t ever want to date a woman will be able to buy that car. Good thing I drive a 10 year old Honda.
The risk reward index. Or are you trying hard enough to embarras yourself?
Back in the days when I used to produce a lot of television spots, I sat through hundreds and hundreds of the most awkward auditions. Some were more like an American Idol outtakes show than you’d like to believe. Why? Because actors are willing to take huge risks to get an opportunity to do something great. Even if it means utter and shameful embarrassment.
That’s something advertising people are not too willing to do these days. Maybe because the job market is so tight that people aren’t willing to stick there neck out. Sure, we may be a media revolution these days, but we’re certainly not a creative one.
This lack of risk taking is in stark contrast to the hundreds of actors willing to make complete asses of themselves just to work on a television campaign. Standing out in that crowd is difficult to say the least. Actors seriously have to put it on the line every day if they’re going to do more than starve or wait tables. So it’s not only humbling to watch them do it, it’s very educational seeing other creative people taking risks that big.
We advertising people think we’re so creative but just how often do we put ourselves on the line in the same way. And I don’t mean by doing an edgy ad – that’s not risky, that’s expected. I mean doing something truly risky. Something that will get you called into the bosses office or called out by a client. Or worse, something that you could be embarrassed by suggesting.
So what’s truly risky? Using technology in a completely new way. Applying real creativity to a new media instead of letting concepts spin out of the print ads or TV spots – (remember the landscape has changed). What about not even presenting an ad at all. Or how about killing the big idea and presenting lots of little ones.
Are you willing to embarrass yourself by trying something risky?
| Posted in advertising, social media | View Comments
| Posted in advertising, social media monitoring tools | View Comments