A NON-ADVERTISING PERSON’S GUIDE TO WATCHING THE SUPER BOWL WITH ADVERTISING PEOPLE.
Even though many of us willingly pay the “No Ads Fee” on our streaming services (yes, even people whose livelihood depends on advertising pay for it!), there’s one broadcast where EVERYONE wants to watch the commercials; this Sunday, once again, millions of people will be gathered around the flatscreen for the most exciting, entertaining, eyeball glueing, put the nachos down turn the volume up, globally unifying events of the year! And, there will even be a football game played in between!
SHOW UP WITH SOMETHING.
Beer, chips, pre-made guac, water. Something. Advertising party or not, it’s just the right thing to do.
IT’S REALLY A “SUPER BOWL COMMERCIAL” PARTY.
Scream, laugh, sing along with the National Anthem during the broadcast. But as soon as that first frame of a commercial break drops til the last jokey button, and during every celebrity cameo in between: Silence! This is someone’s livelihood you’re talking over. You’ll have all the time during the game to tell them about what you do for living (but they won’t listen).
MORE ANALYSIS THAN TROY AIKMEN WITH A TELESTRATOR.
You know how after a movie, people wanna discuss every detail and analyze every scene? That will happen about 86 times on Sunday. But instead of a deep examination of subtext or character arcs it’ll be about how the strategy could’ve been more insightful, why did they use Chris Evans or how that director is a real dick to work with. It’ll be fun, though!
COME FOR THE GAME, STAY FOR THE SHOP TALK!
As part of the over-analysis you’ll be privy to, there’ll be shop talk. And if you’re not familiar with the industry’s top agencies, production and post production talents you will be by the middle of the opening. Smuggler, 72andSunny, Caviar, ArtJail, Pull Music, Cartrwight, Sonic Union. In fact, if you want a head start, just nonchalantly drop “Didn’t Jeff at Arcade cut that one?” You’ll score big points with the crowd and you might even be right!
NO NEED TO ASK ANYONE “DID YOU DO THAT COMMERCIAL?”
Ad folks have thin skins. And nothing is more soul-crushing than to be reminded that it’s another year that they don’t have a spot on the Super Bowl (unless you’re Andrew Loevenguth, who pretty much has a Super Bowl spot on every Super Bowl). Save someone from anguish of having to tell everyone “No, I didn’t do that spot.” by asking them instead, “So tell me how you got into advertising in the first place…” they’ll love you for saving them from all the embarrassment of getting shut out of the Super Bowl Commercial and LOVE to tell you all about their journey into the business! Besides, if someone did do a Super Bowl spot at the party - don’t worry, everyone there including you will know.
YEA, NO. NO ONE IS REALLY WANTS TO HEAR THAT IDEA YOU ONCE HAD FOR A SUPER BOWL SPOT.
“Mmmm hmmmm. Yea. Wow, that’s IS a great idea! Excuse me- I’m getting a beer, anyone else want one?” - Leave it to the people who do this for a living.
YOU MAY HAVE TO UPDATE PEOPLE AT THE PARTY ABOUT WHO’S ACTUALLY WINNING THE GAME.
By the time the 2nd half is well on its way, most of the ad folks will be in the kitchen and/or near the booze, biding their time before the next commercial break, talking about which of the spots so far will win tomorrow’s USAToday Ad Tracker - and maybe why there isn’t more Vodka. At this point in the evening, anyone really wanting to watch the game will get the good seats in the living room.
WORSE COMES TO WORSE, DVR IT AND WATCH THE GAME WHEN YOU GET HOME.
You may actually enjoy watching it.
NOTE: GTT had no Super Bowl commercials on the Super Bowl this year. But that doesn’t mean we can’t do some really great non-Super Bowl airing work for you! Give us a shot! (and a call)