GM’s Big Idea
Monday, August 9, 2010
GM plans to make a big splash on next year's Super Bowl, which I find surprising and disappointing.
It's a surprise because it's such a dumb idea. Ads on the Super Bowl are a rarefied group intended to one-up one another with creative and/or sleaze (or both). It's a big viewership event, for sure, but brands have to pay big time for the privilege of exposure while dumbing down the marketing content so there's any hope of breaking through the clutter. Super Bowl ads are reviewed and remembered as advertising, not meaningful communication. GM use to waste money on it back when it used to waste money on everything. It was a dumb idea then, and it's still a dumb idea now...for any brand.
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