September usually marks the complete line-up of Super Bowl advertisers; however, this year, September highlighted a lot of holes. Companies such as FedEx, Garmin, General Motors (surprise!) and Salesgenie (who really had no business advertising with the big boys given its random and weak creative) are all out.
Those willing to pony up the $3 million per 30 second spot thus far include, Monstor.com and CareerBuilder (smart move given that so many people are out of work) and Anheuser-Busch Cos. Ltd. (a category that thrives in economic turmoil) as well as Audi, Coca-Cola, Bridgestone, GE and of course, what would we do without GoDaddy? As a consumer and marketer, the Super Bowl is something I look forward to every year. I am just hoping a few more companies will step up and capitalize on an opportunity to really build their brand (although Super Bowl time is not right for every company i.e. Silestone…). Given the current economic challenges, people will be looking for a light at the end of this very scary economic tunnel, and those companies willing to step up and offer a ray of light will reap the long-term benefits.
Given all of this uncertainty, let me provide you with one thing for sure, a laugh or two at some former high-ranking Super Bowl Ads that gave me a chuckle or two… Enjoy!