3rd Thursday Happy Hours

Super Bowl XLIII vs. Toilette Bowl Commercials. Who is Winning? The Super Bowl was once a place where clients and creativity could be showcased within four quarters of a football game. The audience could actually be entertained by Super Bowl Commercials and talk days later about them. But it seems in the last few years these commercials have perpetuated violence and decadence with little or no creativity with high price tags and poor production values. We know these commercials tested well because product management isnt capable of making decisions on their own. But what is even more surprising is that clients approve them. What does this say about corporate management and the audiences who watch these commercials? A violent nation no longer knowing what is good and accepting violence as being humorous. Take the Career Builders just as an example. What were they thinking when they approved this commercial? Would I want to use them to help me find me a job in one of the toughest employment markets since the depression? Take the Doritos Commercial showing someone destroying property in order to steal the contents and then having another guy throw a projectile which hits a guy in the groin with the client later awarding the creators a million dollars. Not to mention having network news people announce that this was voted as the best commercial of them all. What do these commercials say about the education and the mental and physical health of the our country overall? The 30 and 60 second bites have gotten as bad as the half time shows. By the way compared to others, this years halftime wasnt bad. We can no longer sell product to the audience with great copy and visuals, we need to spend more money and go 3-D. Spending money is the answer. A good concept doesnt cost more but it will sell more. That is if you know what a concept is. It is a pretty sad state of affairs when we have to depend on Budweiser year after year to show us what creativity is all about and they, sadly, are no longer American owned. So much for marketing research and why some pay so much to get so little. It is no wonder why American business and products are in so much trouble. They deserve it. All accept Budweiser that is. Their commercials are so good we still remember them from years ago. Consistent branding, messaging and creativity. Some believe if it doesnt cost a lot it must not be good& just like our Congress: throwing money at the problem is the answer. How about just thinking! The Super Bowl commercial time line from Game 1 may be a good example of where we were and where we are going as nation. In my opinion, current commercials have helped to take us down the road to greed, obesity, alcoholism, disrespect for education and for each other. We have irresponsible marketing research firms, ad agencies and even worse, clients and their bank accounts. We all need to take back personal responsibility, pride and respect for each other. You would never know by watching these commercials that this country is facing the biggest economic problem since the Great Depression; no one has the answer to the problem. We are living in an era where people are losing their businesses, jobs, health insurance and savings. Lets think about commercials that can be inspirational in a time when people and businesses are hurting. By the way, this years Super Bowl was fabulous. See, I can be positive about some things! Thanks, Bob Talarczyk Creative Director, CEO Darkhorse Design, Santa Fe, New Mexico, USA www.darkhorsedesign-usa.com