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January 28, 2015
Will the Super Bowl Ads Deliver?
 
After we watched several teasers and pre-released ads along with our classes, it makes us wonder — will the Super Bowl ads be better than last year?

So far, it is not looking good.

Catering to a huge market, a hopeful 120 million people, is a very tough thing to do. If we apply Seth Godin's philosophy that mass advertising equates to a lot of advertising and average ideas, then we shouldn't hope for any really smart advertising, but an original, all-encompassing ad.

Average can still be good, right?

We searched YouTube and iSpot.tv for teasers and spots, and even some behind-the-scenes, and the only impressive spot has been Toyota's push for its Camry. Maybe the brands that are saving their spots until the actual Big Day will be better.

Maybe.

After all, why invest so much in advertising and producing such an ad if the strategy is to play it safe? Why invest so much and risk so little in terms of creativity? 

The point is, the NFL has won in terms of getting a good game. After all the hype with "DeflateGate," there will be many eyeballs tuning in to the game.

Brands, don't mess this up.

*Photo courtesy of iSpot.tv

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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