In Service of an Idea

Superbowl XLII is fast approaching–the Holy Grail of ad spots, reaching a predicted 90 million viewers this year in one fell swoop. It’s costing the world’s best-known brands an estimated $2.7-3M to deliver each 30-second message to this audience, not to mention the costs of creating, researching and producing that message (usually more than once).

At the end of all this, what is the takeaway for the average viewer? How many of the ads (no matter how entertaining) can you cognitively connect BACK to the advertiser after 30 seconds?

Ponder that, then watch this video from the explanation people at CommonCraft.com (heck, watch a couple of them).

This, reader, is an idea–a highly-complicated one, in fact–stripped to its core and served up in digestible chunks. What did you take away from this? 30 seconds later? 30 days later? Moral: When it comes to the mind, glitz may get you in, but it’s the idea that keeps you there.

Explore posts in the same categories: ad spending, audience, idea, message recall, simplicity