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It’s that glorious time of year again. A battle between the best of
the best was waged to determine which one of the 32 teams is the most
prolific group of super humans known to man.
TVs all around the world were berated for their lack of providing
first downs. Copious amounts of Budweiser were consumed. Injuries,
both in the game and at the bar–and unfortunately in many cases, on
the way home from the bar–were sustained.
These characteristics have always been embodied in the Super Bowl.
They’ve always been a part of football. They’ve always been a part of
sports. However, there is a defining attribute arising in the cultural
phenomenon that is the Super Bowl.
Every year, this appendage of the Big Game gets an enormous amount of
attention. This, of course, is the element of advertising that is
associated with the game. A 30-second time slot during this year’s big
game ran firms close to four million. Some folks are outraged by this
extravagant amount of cash being thrown around for a cumulative 45
minutes of air time.
“Those funds could be passed on to the consumers!” they cry. “They
should put the money towards product improvement!” they wail.
Sure, there are better ways to spend four million dollars. Perhaps
these protests have some merit to them. But in reality, it isn’t
really up to us what a company does with their money. If it believes
that a slot during the biggest game of the year for America’s
Pastime–give it up fellow baseball fans, I certainly have–is going to
increase their revenue, stock price, or brand awareness, who are we to
stop them?
Let the companies do their thing. Let’s stop complaining about what
companies do with their money on this Holy Day of gridiron exploits.
Instead, we should focus on the truly sporadic occurrence that takes
place on this day: not every commercial is annoying.
In fact, it’s safe to say that some of these commercials are downright
funny. Who would have thought the day would arrive when the
manipulation of your consumer preferences could be an enjoyable
experience?
And yet, once a year for 45 minutes, we are lucky enough to experience
such an event.
Super Bowl commercials are very different from most of the commercials
we fast forward through during the other 364 days of the year.
For starters, people actually get excited for Super Bowl commercials.
Most of the companies rolling out an ad during the game this year have
also spent money and time on creating teasers for their other ads.
There is so much weight built up behind the ads shown on game day. For
marketers, this is the closest thing to genuine art they will ever
create.

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