SUPER BOWL – and ADS 2016
January 2016

Well, after Denver found a way to beat New England, and Carolina thoroughly embarrassed the Arizona Cardinals, we know who is playing in the 2016 Super Bowl. You honestly have to wonder if anyone can beat Carolina; but then there are those Broncos…the team that every week people wonder how they find a way to win; incredible defense…but that offense, hmmmm. 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.

Many tune in just for the ads, which cost millions to produce and air. From the Bud Bowl and "Whassup?" to "Mean" Joe Greene 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 many 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 advertising agency based in Orlando, Florida.