February 06, 2012

What the Superbowl Can Teach Advertisers About Positive Interruptions

It took me several commercial breaks last night to remember that I wanted to watch the commercials.

Doing something else during the breaks, or tuning out altogether, has become 2nd nature to me.

And that's a big problem. Fortunately, we saw the solution last night. Incredibly entertaining advertisements. As entertaining as the program itself.

That solves the problem. But creates a new one altogether. Because for some reason, these advertisers think "being creative" is just for one night. And the rest of the year, we'll just bullet list the features of our latest car, while having it circle a mountainside.

But, wouldn't it be better if people actually wanted to watch your... advertainment?