I’m sure there are some great lists out there floating around, lists on the best Super Bowl commercials from last night, and even more lists on the worst.
I feel compelled, as a marketer, to comment on the pinnacle of media advertising, but the only thing I want to write this morning is something that I read last night, a passage from Joseph Jaffe’s fantastic book called “Life After the 30-Second Spot.” (Yes, I am probably the last “forward-thinking” marketer to read it. It’s a gem so far.)
This is what I think of the commercials that were supposed to carry the game:
“After all is said and done, the biggest contributor to the demise of the 30-second spot is the 30-second spot itself. A once proud and virile icon is now an embarrassed and senile shadow of its former self. The gold standard is nothing more than fool’s gold, and the vain fools are those who attempt to perpetuate its reign in the midst of the clutter, mediocrity, and instability that exist in an environment of measurability, accountability, and unforgiving return-on-investment demands.”
Great stuff, and right on-point. Almost Shakespearean, even Peter Tosh-ian. I love it!