January 2019

Well, after the refs found a way to beat New Orleans, and New England did what they seem to always do, we know who is playing in the 2019 Super Bowl. You honestly must wonder if anyone can beat the Patriots; but then there are those Rams with the young coach…the upstarts who people wonder if they even have a chance without the help of the zebras. But I digress.

The Super Bowl is not just the crowning glory of football. It is the ultimate arena for advertising, which of course is near and dear to my heart. The Super Bowl is the most watched, most anticipated, most expensive, most influential venue for the SUPER BOWL OF TELEVISION COMMERCIALS. It is the place for advertisers to be seen and to showcase their best work to some 100+ million viewers around the world (mostly in the U.S.) and is of intense interest to advertising, marketing, and branding professionals, like me.

Believe it or not, many people watch the Super Bowl just for the ads, which cost millions to produce and air. From Apples’ 1984, the Bud Bowl and "Whassup?" to "Mean" Joe Greene, Doritos and Michael Jordan, the commercials have tickled the nation's funny bone and tugged at its heartstrings. The commercial spectacle has grown in magnitude along with the game itself to become an integral part of the annual event. So, as you get ready to throw your Super Bowl party, give your guests a pen and paper so they can write down the commercials they like the best, or least. And share them with us after the game.

Plus, if you have ever been involved with a client who ran ads on the Super Bowl, let us know your story. It’s a big deal. While working for Cramer-Krasselt, I was peripherally involved in the career builder (monkey’s) and Master Lock commercials. The work that went into the campaigns were fun and stressful at the same time…and then the day came, and you wondered how they would resonate with the audiences.

No doubt for me the Super Bowl of Advertising brings back a lot of memories, and reminds me that for many, the commercials are the best part of the game. Let me know what you think.

Joe Bouch


78Madison is a full-service marketing communications firm - advertising agency - based in Altamonte Springs, a suburb of Orlando, Florida.