FEB 4, 2013

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Marketing Maven

Post Game Ad Loses Punch

FEB 4, 2013 4:58pm ET

Last week I spoke about the ads we would be watching during the Super Bowl. They ran gamut from very bad to very excellent, with my personal favorite being the M&M’s commercial set to the Meat Loaf song "I'd Do Anything for Love (But I Won't Do That)."

But not only are there the ads during the game, the postgame ads have also taken a life of their own. Before continuing, let me say I read a New York Times columnist’s take on some of the game ads, and the writer commented that some of the worse ones had tired concepts.

And that struck a chord with me, because it was exactly what I was thinking regarding what was once one of the most iconic ads for winning the game−The Disney you won the game, where are you going now ad. Disclosure time: My family is a shareholder in Disney.

But seeing the ad this year with game MVP Joe Flacco on Monday morning, I came to the realization that it had become ho hum.

And this is our lesson for the day. You do not want your target audience seeing your advertising piece and yawning because it is the same thing over and over again. More so than ever, being in an Internet world means freshness counts just as much as having a strong and attractive message.

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