But last February, I live-tweeted during every commercial break, recognizing the good ads and calling out the bad. Why? Many reasons. First of all, it’s a copywriter’s greatest challenge to speed-analyze advertising with a 140-character count cut-off. Plus, it tells brands, in a very public forum, that they’re doing great work… or missing the mark entirely.
Remember the Teleflora ad? The one where Victoria’s Secret model Adriana Lima, clad in lingerie, purred into the camera her advice for Valentine’s Day to men: “It’s simple. Give and you shall receive.”
In response to that ad, I issued a one-word tweet:
And of course there was the GoDaddy body paint ad, which could be Exhibit A for the principal of “borrowed interest” in portfolio class.
Then there are the companies that produce great work: Google with their “Parisian Love” spot and VW’s crowd-pleasing “Darth Vader” ad – so timeless, rumor has it they will run it for the third year on Feb 3.
There’s something for everyone in the Super Bowl: babies (E*Trade), animals (the Budweiser Clydesdales and the Coke bears) and even talking candy (M&Ms). David Beckham may even turn up in his skivvies, which poses a quandary for me…
And to make our tweet-fest have even more power, I’m assembling a list of the Twitter handles for all 2013 Super Bowl advertisers… and their agencies. Including those in your tweets gets on the radar of those making these $4 million decisions. Stay tuned for that list to come.
But for now, save the date…