It’s that crazy time of year again

And no, I am not talking about Black Friday shopping, free shipping or car dealer winter events. I am talking another epic conclusion to America’s favorite sport. Super Bowl season. For those of us who love good advertising — it truly is the most wonderful time of the year.

The 2016 Super Bowl, Super Bowl 50, is set to take place on Feb. 7, 2016 at Levi’s Stadium in Santa Clara, California.

A 30-second Super Bowl ad is selling for as much as $5 million. That is an 11% increase over last year’s 4.5 million. But year by year, advertisers are more than willing to pay the price for 120 million viewers.

5 million for a 30 seconds tends to keep the riff raff out. I doubt we are going to see anything like this Sales Genie spot, which famously ran in the 2007 Super Bowl:


What you are going to see is sophisticated marketers who are committed to the craft of compelling storytelling. And, in recent years, have worked to build that story through social media, well in advance of the actual game.

The fact is that nothing can beat the reach of a properly-marketed Super Bowl campaign. Great Super Bowl advertising uses the time-honored technique of “tell them what you are going to tell them, tell them and then tell them what you told them.”

Not only does the Super Bowl feature the best teams in football but it is a showcase for the top creative talent nationally and internationally. And the buzz is beginning. Yesterday, Colgate-Palmolive Co. announced that it is reprising a 60-second ad originally created by Y&R Peru for a new domestic Colgate toothpaste commercial.

As you can see below, if the new spot is anything like last year’s #EveryDropCounts spot its sure to be brilliant and powerful.


As a true Ad Man, I always look forward to watching, with a trained eye, what the world’s best creatives cook up for their 30 or 60 seconds in the National Championship of Advertising.

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