Even though I missed most of the game this year, I was able to catch the highlights on ESPN and, more importantly, review the ads at Hulu.com. For me, there weren’t too many standouts this year. I did like this Doritos commercial though.
Ever notice how advertisers before the Super Bowl don’t use the actual words “Super Bowl” in their ads? It’s because they’re not allowed to unless they pay the NFL gobs of money for the rights to use their “intangible property.” Best Buy and others always are promoting “Get your big screen installed in time for the Big Game”, instead of saying “…in time for the Super Bowl.” Also off limits are “Super Sunday” and the names of the teams, though it is safe to say Pittsburgh vs. Arizona without naming the Steelers or Cardinals.
Interesting stuff. Luckily for advertisers the game is such a well-known and popular event, if they say “Big Game” and throw a couple generic football players in their ad, everyone still gets the point.
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Tags: marketing
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