Growing up in a time when having analog television kept U.S. channels from being substituted to Canadian stations, I was able to watch Super Bowl ad spots in all their glory. My grandmother and I would crowd around our whopping 13-inch, rabbit-eared Sony set and tune into commercials like this intolerably ’90s one below for Nike featuring “Air Jordan and Hare Jordan”.
But in modern times, will the traditional anticipation of the Super Bowl ads still stand? We’re already noticing a shift in the way the ads are released. Now with video sharing sites such as Youtube, ads can be out weeks before the game. It even seems to be trendy to have an ad so racy or controversial that it gets banned for being aired on game day and is leaked to the Internet where it gains millions of views.
That trend in it’s self seems slightly archaic as it is such an extensive process to produce an ad in hopes of it going viral. A Vine of some guy “twerking” on a water trampoline could be posted within nano-seconds and seen across the interweb in a matter of hours. (I tried to find a related video but was unsuccessful. Apparently it hasn’t been done. Yet.)
VGN’s Brad Schwartz, Ghost Robot’s Zach Mortensen, Wired’s Howard Mittman and Mindshare’s David Lang discuss the future of the Super Bowl spot below.
Each of these media experts shares the same confidence that the Super Bowl commercial is here to stay as long as the big game it’s self. Interestingly, the delivery method may be altered in years to come based on the rise of technology and the watching patterns of future generations. It could even be argued that the digital age has increased the Super Bowl ad experience by allowing viewers to seek out their favourite ads on Youtube and watch them again and again.
As you may have come to realize, if you are a recurring reader of SellMeAboutIt, is that I am by all means a traditionalist. The digital world we’re ever so quickly spiraling into is a cause of anxiety for me. The fact that I don’t possess the patience to wait until game day to reel through new Super Bowl ads is alarming. But this is the society we live in today, and this is the society I’m going to be marketing to tomorrow.