An Indian Civilizational Perspective

SuperBowl ads by Amateurs this year!

Last year the Time Magazine’s “Person of the Year” was … YOU! You because in the new economy the common man has become the key.. often the kingpin! Well, this year this ubiquitous “you” will make the largest splash in the History of high-stakes advertising!

SuperBowl ads are the Holy Grail for advertising in the US when the top companies unveil their best ads in order to get attention during the Super Bowl! The price? A princely sum of $2.6 million per 30 seconds!

This year, however, three advertisers have invited amateurs to create their Super Bowl ads… and they will in most probability air these ads without cuts!

The Amateur revolution is in. Tom Peter’s Individual corporation is in!

This year a number of advertisers, including Doritos, Chevrolet and even the NFL itself, held contests for creating ads or ideas for ads to run in the biggest showcase for advertising during the whole year.

At a reported average price of $2.6 million for a 30-second spot during the game, which airs on Feb. 4 on CBS Corp.’s CBS network, taking a chance on an amateur isn’t for the faint of heart.

The NFL and Chevy are taking some of the uncertainty out of the picture by bringing in professional talent to make the ideas generated by contestants into finished ads that will air during the game.

Doritos, however, says it will air an ad from one of its five finalists that was made entirely by the contestants. Ann Mukherjee, vice president for marketing at PepsiCo Inc.’s Frito-Lay unit, which makes Doritos, says the submitted ads have not been edited ‘one iota.’

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