That’s the advice from a Michigan State University instructor to companies advertising during the Super Bowl.
Every year, Robert Kolt hosts a Super Bowl party with others in the MSU advertising and public relations department. They focus more on the TV commercials than the game. Afterwards, they rate the best and the worst Super Bowl ads
After it was discovered that 11 of the 12 game balls used by the New England Patriots during their victory against the Indianapolis Colts were deflated, the media created a new-found obsession over the PSI of a football, in a scandal dubbed "deflategate."
The Seattle Seahawks trounced the Denver Broncos in Sunday’s Super Bowl.
But a group of Michigan State University advertising and public relations professors says the real winners were a dog and horse.
Companies paid about $4 million for each 30-second spot during the big game in hopes of reaching 100 million viewers.
For 17 years, MSU professors have been picking the big game’s best TV ads. Last night, their pick for the best commercial was a Budweiser ad featuring a puppy and Clydesdale horse that develop a special relationship.
Super Bowl XLVII provided us with thrills, spills and record electric bills – plus a football game somewhere in there.
You not only survived that annual orgy of conspicuous consumption called the Super Bowl, you also survived the two weeks of endless stories without news that lead up to the big day.
And when the big game arrives, what is our reward? On the one day we actually look forward to watching TV ads, they were so bland and boring and just plain bad, we had no choice but to turn our attention to the actual football game.
As Michigan Radio's Zoe Clark pointed out this morning, the stakes have been raised for Michigan's upcoming Republican presidential primary now that Rick Santorum pulled off a three state sweep last night.
The Republican candidates will be campaigning hard to win the state's 16 electoral votes.
For Mitt Romney, he might again face questions about his stance on GM and Chrysler's bailout.
In November of 2008, he wrote an Op-Ed piece in the New York Times with the headline "Let Detroit Go Bankrupt" in which he argues the automakers should go through a managed bankruptcy.
Now, comedians from Chicago's Second City club have created a spoof of the Clint Eastwood Chrysler ad taking a shot at Romney at the end. In it, their version of Eastwood says:
"I've seen a lot of tough eras, a lot of downturns in my life. And sometimes it's best to lie down and watch from the couch. You can't win 'em all, right?"
Here's the Second City spoof:
Romney has maintained that the Obama Administration eventually adopted his call for a managed bankruptcy. The Washington Post took closer look at Romney's stance on the auto bailouts. They concluded:
Romney is correct when he says he has been consistent on the question of bailouts for the auto industry, but he pushes the envelope when he suggests the Obama administration, after wasting billions, ultimately reached the same conclusion. By most accounts, Romney’s approach would not have been viable in the depths of the economic crisis.
So what do you think. Will Romney's stance on the auto bailouts help him, or hurt him in Michigan's Republican primary?
He made statements during a call with the media today, you can listen to Hoekstra's statement in the audio file above.
The commercial aired during the Super Bowl and featured an Asian woman speaking in broken English thanking Senator Stabenow for sending U.S. jobs to China.
That ad has been criticized by Democrats, Asian groups and some Republicans as ‘insensitive’ and ‘racist’.
Hoekstra calls the ad aggressive.
“I’m excited,” said Hoekstra. “It has jump started the debate right to where Republicans, independents, fiscal conservatives, business people want this debate to go. It’s about stopping spending in Washington.”
Hoekstra is one of a half dozen candidates running for the Republican nomination to challenge Democratic incumbent Debbie Stabenow in November.
The Associated Press reports a coalition of black ministers in Detroit is calling on U.S. Senate candidate Pete Hoekstra to apologize for the Super Bowl ad:
Rev. Charles Williams II of Detroit's King Solomon Baptist church where Malcolm X once spoke said in a Monday release that the woman's broken English in the ad is no different than "having a black person speaking in slave dialect.
If Pete Hoekstra does not see any wrong in this commercial," he said, "he doesn’t deserve to be in the race."
Last week I had occasion to mention the famous author Upton Sinclair, and his now-forgotten campaign for governor of California in 1934. Afterwards, a friend told me, “I’ll bet that’s the last time you bring that up for about ten years.“
More likely, 20, I thought. Well, guess what. Here we go again. The reason I mentioned Sinclair was that his campaign was one of the first examples of moneyed interests spending lavishly to destroy a candidacy with outrageously false advertising, something we‘ve seen happen many times since.
A group of Michigan State University professors will get together to watch the Super Bowl on Sunday. But unlike most people, they won’t be watching the game, they’re more interested in the commercials.
Tickets were only fifteen bucks for that first game, and they barely sold half of those, leaving some 40,000 empty seats in the Los Angeles Coliseum.
A 30-second ad cost only $42,000, and they weren’t any different than the ads they showed the previous weekend.
The half-time show featured three college marching bands, including one you might have seen from the University of Michigan.
Over the next couple decades, of course, the event became a veritable national holiday. Tickets now sell for thousands of dollars, and ads for millions. The game attracts more than 100 million viewers in the U.S. alone.
General Motors is jumping back into advertising during the Superbowl. GM will likely spend $15,000,000 on ads focusing on its Chevrolet brand.
Many car companies like Ford Motor Company are using social media and Internet-based advertising more and more. But analyst Ed Kim of AutoPacific says Superbowl ads still generate a lot more buzz.
"Any automaker advertising during the Superbowl is certainly going to have a whole lot of exposure to a whole lot of people all across America," says Kim.
Kim says GM's current marketing czar, Joel Ewanick, used to work for Hyundai, so he has experience using the Superbowl to improve a car company's image and sales. At the peak of the recession, Hyundai began a highly successful campaign which allowed people to return Hyundai cars if they lost their jobs. Kim says Hyundai used the campaign to good effect in its Superbowl ads.
GM did not advertise during the Superbowl last year and the year before. The automaker does plan a social media campaign in conjunction with the Superbowl. GM will release its Superbowl ads early to its Facebook fans.
Kim says that will generate some extra buzz for GM.
The ads will focus on the Chevrolet brand. Chevy generates about 70% of GM's sales in the U.S.
General Motors is stepping up its advertising budget for major sporting events. GM says it has reached a deal with NBC to be the exclusive domestic automotive advertiser during the 2012 London Olympics.
General Motors invested heavily in Olympic advertising in the past, but that spending dipped as the automaker has struggled in recent years. That reduced spending also included the Super Bowl.