Are you ready for some.... Hail Mary Ads??

Every year, the "Big Game" as it is often referred to so there is no infringement upon copyrights, presents us with the two best teams in the NFL duking it out to determine who can hoist the Vince Lombardi trophy and say for one year, they are the best! But as one of the most highly watched events during the year, it lies way beneath the game and turns into a marketing frenzy. Every "big box" store vies for the correct time during the game in which their ads will provide the greatest connection, the greatest number of viewers and ultimately, the greatest return on investment.

Let's face it, some companies throw their entire marketing budget out of the window during the "Big Game" as a means to dig out from a dismal Holiday season as it pertains to sales. This proverbial 'Hail Mary' of advertisements features the work of some of the nation's premier ad agencies as well as some organizations that choose to use their own marketing department.

The "Big Game" advertising is not necessarily about introducing the world to your product, as it is introducing the world to your name. If you are a "big box" store and your name is on the tip of every person's tongue day in and day out, then this game is more about maximizing on that customer's sales and also retention. Some "big box" stores may use this opportunity to promote a new product (i.e. Pepsi- Wild Cherry pepsi, Clear pepsi as well as many others).

Countless viewers turn in, not for the play on the field, but for the delight during the commercials. This is not only the most important game for the two footballs teams on the field but the most important game of the year for advertisers.

Each year, following the "Big Game," countless bloggers, journalists and other writers will break down and critique each ad to determine who are the "winners and the losers." But there merits are based on humor and viewability, not necessarily on impact and revenue generation. Many years ago in the heart of the "Beer Wars," Budweiser put together the 2 most impactful "Big Game" ad campaigns of recent years. The Bud-weis-er frogs and the Wassssup guys ads were huge in terms of impact. Having countless people the next day standing at the water cooler saying Bud-weis-er not only keeps that name ingrained in their heads, but also for the select few who were not watching the game, it offers a stem of curiosity and draws more attention to your brand.

Unfortunately with the economy hitting everyone hard, the reigns have been pulled back on numerous ad campaigns but I feel this will bring out the best in all the campaigns. No longer can you just 'write a blank check' to create the best and most impactful campaign.... you need to earn it. Ad organizations will be working hard trying to determine the best campaign and the best will be used with the least. This is exactly the medicine the "Big Game" advertisements needed.

Whatever team wins the game is not as important to me as where the evolution of big market advertisement is going!