What Advertisers Could Learn from Super Bowl Commercials

I know, I'm running a little behind, but ever since the Super Bowl I have wanted to comment on an observation I have made. An observation that might unlock the secret to successful television advertising. Although recent surveys have indicated that more people watched this year for the game rather than the commercials, commercials have been a substantial driver for the big game for several years. The question is, why?

The reasons we see, read, and hear about in the news is that the companies save their best for this special occasion. We also hear about the huge amount of money being spent on these particular commercials. All of these may be true, but there is one thing that stands head and shoulders above these others -- the commercials during the Super Bowl are virtually all original and are seen for the first time during the game. Other than a few "sneak previews" in the weeks proceeding, the spots during this game have never been seen before. This is a concept that commercials can and, in my opinion, should apply as much of possible throughout the year.

Currently, two of the more successful ad campaigns are the spots for Geico and Aflac. Geico, with its current "caveman" campaign (see photo above) is providing a continuous story line that people enjoy following. Meanwhile, Aflac's spots with the duck remind me of a book a little kid would read, with each spot having a completely different storyline. What they have in common is that they both compel the viewer to check out the spot and to see what is going on in the lives of the primary characters. They are, essentially, very short TV programs with heavy product placement. The caveman is now taking his anguish of being made fun of in the Geico commercials to a therapists (the theme of the spots are that getting a rate is so easy, "even a caveman can do it") and has even defended his species on a news program. We all want to know what is going to happen next. These companies incorporate "Super Bowl" originality on an on going basis.

I believe companies should learn from Geico, Aflac, and the Super Bowl. Companies might want to turn to TV show writers or create an online forum where people could submit story ideas and make the commercials actually "customer driven." The latter could be very affordable and make perfect sense in the "YouTube" world in which we live. Consumers are very tough on media these days. They are not going to patiently trade time for programming, especially since they can increasingly get their content free online. If commercials are going to survive, they are going to have to give viewers a reason to watch.

Excuse Me TV, But I Do Have the Internet

A few years ago Aflac Insurance came up with the clever idea of providing trivia questions that were used as a lure to keep people watching what ever show one was watching. It was a pretty smart innovation of advertising. The way it worked was simple, at the end of a segment of a show -- typically a news program -- they would ask a trivia question that you would have to wait through the break in order to the see the answer. What was once clever is now irritating. Furthermore, it reminds the audience how TV is declining in importance and is being surpassed by the Internet.

Recently I was watching Kudlow & Company on MSNBC and they tried a similar concept. Just before a station break they announced that Secretary of State Condoleezza Rice was no longer the most powerful woman in the world any more according to Forbes magazine. They expected me to sit through the break to wait for the answer as to who replaced her. Do you think I waited? With my faithful notebook computer right next to me I had the answer before the first commercial was over. The world's most powerful woman was now Angela Merkel, Chancellor of Germany, according to the list. By the time the break was over I was no longer watching Kudlow and had found my way to other on-demand news and information from the Internet and could care less about the rest of the program.

Instead of keeping viewers, this form of advertising only made TV seem less relevant and accentuated the importance of the Internet.