The Superbowl is one of the most highly anticipated sporting events in the world. The massive amounts of people who tune in to watch the game are somewhere in the ball park of 100 million guaranteed. People watch for several reasons, whether they’re die hard fanatics getting a chance to see their team play or the enjoyment of social gathering to watch a good football game on Sunday evening. But I think we can all agree that some people just want to see all the new commercials.
In years past, the commercials had become their own art form, creating memorable ads and reinventing the way to market a brand. We’ve seen Coca Cola showcase their worldwide mission of inclusion. We’ve seen Doritos present their irresistible chips through silly skits of what happens when you try just one. There are also the unintentionally funny beer commercials of people drinking beers and still functioning like normal citizens. (Dilly, Dilly)
One thing I have noticed recently with the commercials is the lack of creativity in selling the product. There use to be a time when commercials would showcase a campy yet memorable skit of people using the product while remaining loyal to the company's message. Fast food commercials were about buying and eating the food. Beer commercials were about buying beer and having a good time with friends. Cell phone commercials were about whose wireless plan was better than the competition. However, as times have changed, commercials have begun to evolve.
1. The price of a 30 second advertisement.
In 1967, a 30 second commercial was only $40,000 dollars. This gave businesses equal opportunities to showcase their product. In 2017, a 30 second spot cost a whopping $5million. With these extreme prices, we are beginning to see less creativeness and more safe commercials. We are also beginning to see more self-promotion from the networks and big budget blockbuster movies.
2. The advent of social media.
Why spend all that money on advertisements when I can market out for half the price? The advent of social media has revolutionized the way advertisements are marketed. Most of the creative commercials can be found via snapchat, Instagram, and even before most YouTube videos.
3. Controversy
The biggest reason the commercials have changed is due largely in part by the inappropriate and tasteless ads. There were sexist commercials of advertisers using scantly dress women selling hamburgers. There was the homophobic snickers commercial when two guys eating a candy bar accidentally kissed, prompting them to do something "manly.” There were even tasteless car commercials where robots commit suicide since the cars were built to last. The recent commercials have been watered down a bit, with a universal inclusion message but the overall reception has been positive.
In the end, I believe the change with commercials is evident witinh the changing times. We are accepting new trends while putting away tired tropes from our past. I look forward to the new commercials in the years to come.
