Big Game. Big Ads.

February in Boston. The Celtics are off to a great start. The Bruins are holding down third in the Eastern Conference. Sox pitchers and catchers report to Ft. Meyers in 10 days. But, this weekend, it’s all about football. For the seventh time since the 2001 season, the New England Patriots are in the championship game.

Of course we’ve all been wearing our Pats gear* for the past two weeks in preparation for the Big Game. But we’re communication professionals as well, so we’d be lying if we said we weren’t excited for the ads as well. In honor of the unique art form that is the Super Game ad, we thought we’d take a look back and recall our favorites from past years…

Reebok “Office Linebacker with Terry Tate” (2003)
Matt: I loved this – physical comedy, great dialogue and they never tried to sell me something–it was just fun and memorable.

terrytate

Doritos “Tea Party” (2013)
Amanda: It’s light hearted, makes you smile, and who doesn’t love one of the most delicious, dirtiest snack foods!

teaparty

Snickers “You’re Not You When You’re Hungry” (2010)
Stephanie: Snickers has done a great job with these spots because viewers EXPECT these “You’re Not You…” commercials and always look forward to who will be featured next. Betty White is seriously the best.

bettywhite

Monster.com “When I Grow Up” (1999)
Kevin: It was epic at the time. Nothing but copy cats since. Solid and simple concept, executed masterfully.

monster.com-grow-up

Ameriquest Mortgage “Surprise Dinner” (2005)
Keith: I love the contrast of visuals in this one. The white color palette and the sweetness of the situation until it all turns in an unexpected way. 

cat

Volkswagen “The Force” (2011)
Christine: Just brilliant. I love the fact that it’s in the eyes of a child. Simple yet memorable!

force

Always “Like a Girl” (2014)
Katherine: This one is my favorite. The spot has stuck with me because of its authenticity, empowering message and courage to take on serious social issues.

likeagirl

E-Trade.com “Wasted $2 Million” (2000)
Jonathon: 17 years later and this is still the first ad that comes to mind for me. The cost of ad buys had been big news in the months leading up to The Game; E-Trade capitalized on the news stories and put out this bizarre yet perfectly on-message spot.

monkey

We’re all looking forward to the new crop of ads this year. And, of course, GO PATS!

 

*Full disclosure: I’ve been a lifelong 49ers fan. Joe Montana > Tom Brady

Reagan Gray on the Advertising Shift: Fresh Ground #11

For over 20 years Reagan Gray has worked in the advertising industry, helping businesses of all types find and talk to the right target audiences. Prior to moving to Boston a few years ago, Reagan owned an ad agency in southern California that is still thriving. Now, she’s bringing her creative thinking and integrated viewpoint to the region.

Fresh Ground Principal Chuck Tanowitz had a chance to speak with Reagan about her current projects and perspective on the shift going on in the advertising industry today.

Some of the more interesting excerpts:

“Clients are seeing … social media as this great way to get into the marketplace, but they’re doing it … haphazardly and we think they’re really missing an opportunity to extend their brand….”

“[Social] media [is] advertising…. You can control [it], to a certain extent, and you can make it work for you … just as hard as your offline or paid media.”

“Your … creative people [need to ensure that your social media] brand matches and complements … the website.”

“The reason why SuperBowl ads are still expensive is because they work.”

“[Broadcast] ads have to work a little harder. Ads don’t just create top-of-mind awareness…. They’re becoming much more interactive….”

“You shouldn’t buy anything unless you’ve got a great creative direction.”

About the Fresh Ground Podcast: Each week, we feature 10 minutes of insights from people driving change in today’s competitive business and media landscape. We talk about the evolving worlds of media, public relations, marketing and business, with a special focus on creating more social organizations.

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Our opening music is “D.I.Y.” by A Band Called Quinn from the album “Sun Moon Stars” and is available from Music Alley, the Podsafe Music Network.