Guest blogger: MATT SEILER

• Matt Seiler is president of PHD.

Tuesday, Feb. 6, 2007, 10:55 a.m.
   Is that all there is? That’s what I was left feeling after digesting all of the Super Bowl ad fare. I was hoping for more. More different. More better. More now. Marketers have become so scrappy lately—developing their own content, finding clever pairings of on- and off-line media, living double, er second lives, even shutting down whole East Coast cities. I was expecting that to be even more true in the venue that is itself so much more than any other. People come to the Super Bowl with guards down, ready to be entertained and available for the pitch. With the exception of the three marketers who turned over the reins to the viewers themselves, it felt a whole lot like last year (and the year before ... ). We once expected the Super Bowl to highlight the best in class. It’s time for advertisers to rethink what that means.

February 4, 2007 | Permalink