As proof of the power of the Long Tail, I offer up below a handful of superlatives from the national Super Bowl ad buy, all cataloged courtesy of YouTube.
Most On-Brief
***No, I haven’t seen the creative briefs. But seriously, these seem really on-message for what the briefs must have been.***
Smart usa – Offroading
T-Mobile – We Killed the Long-Term Contract
RadioShack – The Phone Call
Ford Fusion – Nearly Double (I disagree with their comment that the double-ad had never been done before. Roadblocks, anyone? Obama ’08 half-hour adfomercial, anyone? Still, it’s on-brief. And kind of odd. And I’m still thinking about it a few days later, so…)
Pluck Those Heart Strings
Hyundai Genesis – Dad’s Sixth Sense (Yes, this could have been in the on-brief bucket too.)
Duracell – Trust Your Power
Microsoft – Empowering
Just Plain Ol’ Fun
Doritos – Time Machine
And Some Questions
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What’s the deal with T-Mobile? One ad (above) in which they talk about saving $ by not going all big celebrity, and then they throw a bunch of Tebow ads at us (this and this)?
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The team at Carmichael Lynch Spong analyzed the game’s ad buzz before kickoff even occurred. Begs the questions: Does pregame buzz actually lift during game buzz? Does pregame buzz improve longevity of buzz after the game is over and the stadium lights shut down?
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Are ads running after halftime SOL in a blow-out match like the one we suffered through this year? (Especially when multichannel viewers have #manningface and all kinds of other memes—let alone better programs—to enjoy!)
Did any of this year’s spots beat out this beauty for Kia, circa 2012?