Presentation: Super Bowl Commercials.
Exploring and exploding a campaign idea using TV, Digital, Social Media, Guerilla, Event, PR...
Assignment 1: Group project in class.
The Superbowl is one of the biggest television events in America. It is also the biggest singular event for brands and advertising.
Brands will be paying approximately 5 Million dollars to air a 30 second commercial. And 10 Million for a 60 second commercial.
Plus they will spend between $500,000 - $2,000,000 just to produce it. Over 100,000,000 people will be watching on tv or live streaming from computers or mobile devices.
It's big business and big creativity.
Every creative in an agency that has a client looking to be on the Superbowl fights for the assignment. Competition is fierce. Everyone works late. Everyone works weekends. Often you'll be competing against dozens of other teams in your agency. And sometimes teams around the world if your agency is global.
Ideas need to be big. Smart. And of course get attention, persuade and be remembered. I think the best way to be remembered is not only having a great creative idea, but keeping that idea and your brand close to your target in another form.
This assignment / exercise will do that.
We'll watch this reel together. Pick out your favorite spot. The class will break down in groups for the following:
Select one favorite spot and expand the concept with your own ideas. Grow the concept into a different form of media--meaning anything but another tv commercial. For instance, how can you expand on the idea in social media, online, outdoor, or as an event, guerilla, etc?
Focus on the key message and assets of the spot.
The goal is to find an interesting way to grow the idea and connect to the consumer. Keep the brand close to the consumer even after the Super Bowl.