Super Bowl Ads

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BART CLEVELAND: There are a lot of people who watch the Super Bowl just for the commercials. I’m not sure if it’s the work our industry is doing or just a tradition that was born in 1984, but the media is still hyping them and the day after people still talk about them as much as they do the game. My agency even has an online program during the game called ADBOWL® that lets people vote for their favorite.

As I stated, Chiat/Day’s “1984” commercial for Apple Macintosh started this contest of ad muscle flexing. For a couple of years the body of work was pretty spectacular, but for me it lost a little luster each year (except for maybe the dot com boom of 1999-2000) until now it’s a shadow of its original glory.

I don’t think that negates the fun of watching ads. I wish we had more televised events where commercials were seen as a source of entertainment as well. If only clients had the same attitude about all of their advertising as they do their Super Bowl ads. We know the every day ads they do should be just as creative even if they are a small percentage in media cost.

Rather than have people debate which ad was the best this year I wondered if readers would like to share their all-time favorite over the last 20+ years. Someone out there remembers a gem that the rest of us have forgotten. Remind us so we can enjoy it afresh.

A final note: In this blog I’ve often given my preference for small agencies over large ones. Some have mistaken my views as a disdain for large agencies. Nothing could be further from the truth. For example, I appreciate that most of the great spots we see during the Super Bowl are been done by larger agencies. They have made some of our greatest art. We are all indebted to them for helping move our industry forward.
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