Guest blogger: JOSEPH JAFFE

• Joseph Jaffe is president and chief interruptor of crayon, a new marketing strategic and creative boutique. He is also author of Life after the 30-second spot (Wiley/Adweek). Jaffe blogs at Jaffe Juice and podcasts on Across the Sound.

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Sunday, Feb. 4, 2007 — 7:44 a.m.
   Read a more extensive preamble over at my blog.
   So, the big day has dawned. Get the temp staff in the stores to accommodate the imminent sales rush. Get those backup servers plugged-in. Get the press releases approved reflecting on inevitable stock price boosts as a result of the best $2.6 million invested to date. Get the suitcases packed for Cannes to boast the fruits and spoils of Advertising’s premier showcase. I always have such high hopes for a day when all eyes are on us. Somehow I am always disappointed. Maybe I’ll be proven wrong this year. Even money on a Prince wardrobe malfunction (even with a 7-second delay).

7:57 p.m.
   Garmin: Why? Why? When you have a great product that everybody talks about, why on Earth would you belittle, confuse and make a mockery of any potential in the form of an over the top ode to absolutely nothing? If there was a point, I certainly missed it over the noise of the party I’m at. Newcomers to the Super Bowl should be put on probation over weak attempts like this.

9:24 p.m.
   The year of CGC.
   Still not sure why both CGC spots were aired back to back, but irrespective the relative winner was Doritos and loser was Chevy. Both really paid lip service to the consumer component, which wasn’t really pure consumer created content anyway. Ultimately, this was all about pre-game buzz and that’s about it.
   Personally, I was disappointed that Doritos cuts the winning commerical (which was pretty obvious), but not shocked at the predictable move on their part. It just goes to show....brands want it their way (and that’s not a Burger King plug) and want to be able to manipulate and control to their heart’s content.
   What was especially interesting about the Doritos campaign was the viewer’s skin in the game. I watched a bunch of crayon colleagues and we were debating which commercial should have won.
   Bottom line: if you don’t have viewers involved beforehand, give it up and go home!

9:37 p.m.
   Enough already CBS. We get it. You have shows...some of them are even funny. CSI is great, but it’s no American Idol in viewers. Charlie Sheen makes me want to barf (but that could be the beer talking) Yes we know, you now have Katie Couric and most young people don’t care. Now QUIT SPAMMING US WITH YOUR UNSOLD INVENTORY AND LET US WATCH THE GAME!

9:47 p.m.
   2007: The Year of Talking Animals
   Unbelievable. The year the Careerbuilder does away with monkeys (which actually worked for them), we see a new sea of lemmings. The first was for Bud Light with the gorilla that just couldn’t resist smiling for the camera (we liked this commercial...definitely one of the best) This is followed up by the talking lions for....uh, wait....uh, hmmmm....uh, gee so memorable I’ve already forgotten. Hold on a second....I’m reminded by a fellow drunken colleague that it was Taco Bell. Wonder if that’s cat in my Gordita.

10:06 p.m.
   Talking animals — encore.
   California Cheese. I’ll be sure to ask for it by name next time I’m at the store.

10:17 p.m.
   I gotta say (full disclosure I missed the first hour), I’ve been underwhelmed to say the least (I know you’re not surprised, but come on...this year’s crop has been about as exciting as K-Fed’s future) with this year’s class. Seems like we’ve swung from risque (pre-wardrobe malfunction) to conservative (post-wardrobe malfunction) to downright confused (present years)
    Almost nothing has stood out...not even the return of eTrade from the grave (a duet with Orville Deadenbacher perhaps?)
    Perhaps the line of the Bowl is from Go Daddy: “Everybody wants to work in Marketing” Perhaps at your company, but for every other marketing Veep at this year’s Bowl, you’re going to be trolling Careerbuilder come Monday morning...
   If you’ve got nothing newsworthy to say ... don’t say anything.
   If brands took this advice a tenth of the time, we wouldn’t be debating “Life after the 30-second spot”
   Segue to this year’s offering from Coca-Cola. A refreshing and timely return to the Super Bowl by a brand that has always soared when armed with purpose.
   And yes, with full disclosure they are a client although this has nothing to do with the fact they nailed it this year. It was about time someone stepped up to the plate, which I know is a mixed metaphor given this is a Football match/game/bout.
   Coke’s creative wasn’t even brand-spanking new, but it didn’t matter. Arch rival Pepsi was inconspicuous, as was Bud which we hope will transfer it’s remaining creative fumes into Bud-TV.
   Colts rule....and for one more year, I can continue my crusade against mediocrity, stupidity, boredom and Honda commercials.

   Just uploaded my Across the Sound Super Bowl critique Podcast. Check it out here.

February 4, 2007 | Permalink