Paul W. Flowers, President
Flowers & Partners, Inc.
Dallas, TX
Touchdown:
As a whole, the 3-commercial campaign communicated a
strong brand message and benefit (internet speed). Using the cast of
Discovery Channel's "American Chopper," AOL enjoyed the immediate awareness and impact created by the "semi-celebrity" presenters, while targeting the "American Chopper" audience that is also very internet savvy.
Touchdown:
Using analogy, American Legacy vividly demonstrated the absurdity of cigarette commercials that provide disclaimers about their risks. Like it or not (and there are probably a lot of smokers who didn't like it), it impactfully communicates the hypocrisy of the cigarette companies.
Touchdown:
This was a rather simple commercial that aired at the end of the
game. It's message - "the game's almost over, but your life isn't" - was an effective use of commercial placement within the programming. The message was clear, and I thought it was effective to use a female for the
voice-over.
Fumbles:
All three commercials were sophomoric, vulgar humor which did nothing to sell the product - or even enhance the brand's image. It seemed that the commercials' creators were attempting to write 30-second vignettes of something you'd see on Saturday Night Live.
A very special thanks to our ad agency pros for sharing their insight. Got a favorite Super Bowl commercial or one you think missed the mark? Join the discussion in the forum.
