Don’t get us wrong - we certainly understand why agencies want brands to advertise – especially at the “Big Game.” We also understand that a great Super Bowl spot can increase “brand favourability.”
Budweiser's "Lost Dog" spot, for example, has accrued around 26 million YouTube views. But so what? Other then simply reinforcing existing brand loyalty, what are these brands really demonstrating? That their agency knows how to craft a compelling story?
You may recall PSY’s smash hit ‘Gangnam Style.’ It has been viewed so many times since it was uploaded in July 2012 that YouTube had to upgrade the way figures were shown (this as the original counter was based on a 32-integer system.) But let us ask you a question. Even though, like us, you were likely one of the more then 2 billion people to play a part in this zeitgeist – were you any more inclined to purchase a PSY album or song? Any more then someone might be in purchasing a Budweiser?
So unless the goal is to aggregate a new revenue stream as a YouTube publisher, how on earth does Budweiser's "Lost Dog" spot address the reality that, according to the brand’s parent company Anheuser-Busch InBev NV - 44% of 21 to 27-year-old drinkers today have never even tried Budweiser? Moreover, what relevance is the “brand favourability” accrued from an adorable Super Bowl puppy spot related to addressing Budweiser's free-fall in sales?
It begs the question – what is the role of advertising? What is the role of a commercial if it does not ever translate into actual sales? As agencies and brands move forwards - we definitely think this question will need to be more clearly answered, especially by agencies urging brands to spend $4.5 million for a 30-second spot.
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Goodbuzz is your source for the ideas, trends and technology behind the world's most innovative digital marketing strategies. Goodbuzz is a digital agency based in Toronto, Canada. We help brands create and capture value from emerging trends in technology, society and the workplace. We prototype the future and believe the best way to predict it - is to create it. Follow us on Facebook or Twitter.