As promised, we will close our our Super Bowl ad-related Q+As and coverage on the topic in general with some thoughts from Andre Woolary, digital synthesis director at kbs+ unit, The Media Kitchen. Once again, hope you enjoyed reading the various agency perspectives on the Big Game’s advertising and aftermath. Take it away, Andre.
Which ads did you like the most this year?
The Ram Farmer ad. It was the one moment when the commercial actually commanded everyone’s attention and there was silence at our Super Bowl party. It was a departure from the humor, fast edit cuts, pop music and typical tricks seen over and over. The combination of Paul Harvey’s voice, beautiful imagery and the sentiment just made the entire commercial feel honest and authentic. Overall it was extremely well done without having to follow the formula for the Super Bowl spot.
How important are the digital tie-ins to the TV spots, i.e. mobile and social, is value increasing?
It’s absolutely critical. The TV spots need a life beyond that intangible moment on the screen. It’s the one moment that consumers are paying acute attention and anything can create a trigger for interaction (search, tweet, shazam, etc). The tie-in also doesn’t have to be incorporated into the spot itself either. There are many touch points available as people talk about the game or go view the spot again online that can activate the viewer in some way. There are several approaches but no matter what, the ad shouldn’t end once the commercial is over.