Cheril Hendry, President of Brandtailers and Professor of Advertising at Chapman University, joined us live to discuss the commericals for this year’s Super Bowl.
According to Cheril Hendry, “Last year we heard from consumers that the combination of ads were, for the most part, underwhelming. This year I see a good amount of underwhelming ads. Especially the car manufacturer ads (except for a couple we’ll see), who are as usual highly present. And yet that makes the well-received ads appear even better. This month we celebrate the 30th anniversary of the most famous Super Bowl spot of all time, and I believe we as consumers are still expecting that shock and awe entertainment we enjoyed from Apple’s 1984 spot 30 years ago. The only difference 30 years later is our expectations are considerably higher and harder to satisfy, and much more expensive. Case in point, E-Trade is out for the first time in years. Agency changes, internal corporate changes now lead them to believing their Super Bowl ad strategy is no longer cost-effective. To us as consumers, if you’re going to rock us with something more memorable and enjoyable and memorable than the first few spots, they’d better be beyond compare”.
For more information on Brandtailers, you can go to their website.