The year Super Bowl advertising got more like Christmas advertising.

February 2, 2013 — Leave a comment

Remember when Christmas ads and promotions started a couple of weeks before Christmas? Then year by year, the ads would start earlier and earlier. Soon we’ll have Christmas ads starting on July 5th.

Last year, Volkswagen got the Super Bowl advertising party started early, and got 10 million views of their great Darth Vader ad before game day. Despite that, Chrysler won in my opinion, with a strategy that included no pre-game teaser, hype, contest or social media engagement.

This year, more brands got the party started early as a way to justify spending $3.5 to $4.5 million. This is making two kinds of ads become part of our beloved cultural institution – The Surprise Ad and the The Hyped Ad. What’s better? Nobody knows until well after the Super Bowl.

But one thing’s for sure. Super Bowl ads were once relegated to game day. Then the started to stretch out well after game day. We are very much in “before” game day mode. But how long will the new “before” last?

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