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January 14, 2007
Amateur Super Bowl ads
Since it's NFL playoff weekend, it's fitting to point out that a small squad of Super Bowl advertisers have jumped on the citizen-created bandwagon by inviting everyday people to help create their ads.
Lining up are Chevrolet, Doritos, and the NFL. The contests for Chevy and the NFL are to submit ideas for commercials, not actual videos. Winning ideas are made into ads by professional agencies. Pffft. Why bother?
Doritos went a step further down the authenticity road by accepting videos then hosting a playoff whereby Web visitors vote for their favorites. A funny thing happened on the way to that forum: the final five entries came from aspiring or experienced filmmakers who are significantly older than the brand's 18-to-24 year old target audience.
Nonetheless, the Journal reports that a 42-year-old father and wedding photographer whose video is one of five finalists was made for $150. Contrast that with the $1-2 million it can cost to produce a Super Bowl ad, not including the $2.6 million to air it once, and not including the 13 million American households with DVRs that will skip 92% of all TV ads aired after the Super Bowl.
Other blogs that reference Amateur Super Bowl ads:
» How much would you pay for a Super Bowl spot? from Matt on Marketing
This spot, produced for Doritos by one of five finalists for their Super Bowl spot, was apparently created for just $150 dollars. It might not win awards, but it's certainly helping Doritos get some nice pre-game PR, and further leverage for their S... [Read More]
Nice pages here. Great information. Will visit again and recommend.
It will be interesting to see how this plays out. Should save these big corporations a lot of money. Can we say online video sites with voting capabilities have become a disruptor to ad agencies?