I have a confession. I’m an armchair quarterback. Not of the big football game that shall not be named due to copyright reasons. But of the television commercials of that big game. As Brogan’s Creative Director for over 20 years, my job is to evaluate the strategic and emotional impact of marketing messaging like that in television commercials. So, when it comes to the ad game, I’m not a rookie.
For those of you who have never been on an advertising team, take it from me, a lot goes into these commercials. The big game is expected to draw in over 120 million viewers. A 30-second spot costs around $7 million to reach those eyeballs. And the production cost of those featuring celebrities alone can cost between $15-$50 million dollars.
For creative teams, just like the teams of Kansas City and Philadelphia, getting to the game is super competitive. For every ad you see, hundreds of ideas are killed. To score one, you have to make it past the layers of creative directors, clients and lawyers. I always hope to see some truly brilliant ideas. Some will simply be silly and hilarious. A few will pull on your heart strings. Others will make you scratch your head and wonder, “What client was that for?” I prefer a great concept. Like a few years back when Newcastle Ale did an online ad campaign with Anna Kendrick that went viral. Read my blog post about it here.
For me, the party for the big game is usually a lot more fun than the game (if Detroit was playing, that would be a game changer). My friends have a tradition of turning the game watch itself into a fun game with silly prizes. So that got me thinking… for the 11% of us watching who come for the commercials specifically… why not create a game designed for the ad breaks?
The ads most likely will follow some common themes as in the past. So, we invite you to play the Brogan & Partners Big Game Ad Bingo. Download the free printables from the pdf below and play along with your friends and family as you enjoy the commercials. Sure, you’ll have to supply your own prizes. But the real prize is that you will have a handy answer when someone the next day asks you what your favorite commercial was. Enjoy the big game, the apps and the ads. And let us know what your favorite TV spot was.
