In a recent commentary for MPR News Patrick Hunt argued that ad agencies should keep the creativity they display on Super Bowl Sunday all year:
The best Super Bowl spots of all time were the ones that became iconic, either because they were so breakthrough (like Apple's "1984") or they contributed to something that became a part of everyday pop culture (like Budweiser's "Wassup"). That's extraordinarily difficult to do, and impossible to do without being different.
But in both cases, the advertiser leveraged a truth -- the fear of being a mindless follower, the value of friendships -- as opposed to a transactional point of difference or one in a long list of features.
I would challenge companies to take a page from the Super Bowl advertising and social media playbook and put as much into everyday advertising as they do into the big game. Firms that take chances, use humor and engage on a personal level, and do it well, will be rewarded. Because buyers aren't going to follow unless given a reason to do so -- more than once a year.
Hunt, president and CEO of Minneapolis-based advertising agency Hunt Adkins, joins The Daily Circuit Monday, Feb. 4 to discuss the best and the worst of this year's Super Bowl ads.
Some of the ads we'll be talking about on the program:
Amy Pohler's Best Buy spot:
Bloomberg's anti-NRA ad:
A Minnesotan talks like a Jamaican:
Oreo's "Whisper Fight":
And Oreo's blackout tweet:
Power out? No problem. twitter.com/Oreo/status/29...— Oreo Cookie (@Oreo) February 4, 2013
WATCH MORE SUPER BOWL ADS:
15 best Super Bowl ads (Daily Beast)
Super Bowl commercials: best and worst (Chicago Sun-Times)
See the 5 best Super Bowl ads here (Business Insider)