We have a tradition like a lot of people where we go to our friends house to watch the Super Bowl. We always look forward to the ads because there is always something new and different.
Maybe it was me, but the ads this year were not very good. The general theme seemed to be high tech or elaborate sets, or lots of themes that play on each other. In other words, complex and expensive. Paying $3 million for a Super Bowl Ad seems to mean you have to pay $6 million to produce it. Like the Kia ad where everyone seemed to fight over the right to drive it. Stupid and overdone.
By far and away the best ad had little to no technical complexity, was simple to produce and virtually everybody identified with it. In fact, the key thing is probably most everyone could remember it was a Volkswagon Passat being advertised.
The lesson – focus on simple and making it something your audience can identify with.
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