02/9/09
Annual Super Bowl Ad reviews
Every year in the week following the Super Bowl, we advertising types get asked constantly what Super Bowl ads were the best ones. Every year my answer is the same. It doesn’t matter what I think. It only matters what the people think and how they act differently on Monday than they did on Sunday morning. If you are in this business to create ads for other industry professionals to take notice instead of creating maximum results for your clients, you are creating ads for the wrong reasons: ego, short-term professional advancement, pride. If, however, you are following through and seeing results and seizing upon exposure in a positive way, then you are in it for the right reasons. In other words, which Super Bowl ad was the best? We won’t know until we see which ones motivated change enough to affect the bottom line. That will take time. As an advertising professional, however, my personal favorite was the Careerbuilder ad. I thought it was brilliant, funny, and absolutely on message. Kudos.
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