Monday, January 23, 2012

Game on

Now that the NFL Conference championships are over, it's time to turn our attention to the Super Bowl. No, I'm not talking about the game, though it should be a good one.

You may not have noticed, but the hype for the Super Bowl began last week when VW released this teaser commercial to whet everyone's appetite for its sequel to last year's excellent commercial, The Force.

I'm not a huge fan of teasers. I figure advertising is supposed to sell a product so you ought to spend your time and money advertising that product. Advertising created to hype advertising is usually an exercise in navel gazing. My one exception is for Super Bowl ads.

It's important to get as many of the over 300 million people who will be watching the game to sit still long enough to view your $3.5 million 30-second epic.

In addition to teasing the spot, it also directs you to a microsite where you'll be able to create and send Star Wars themed invitations to your Super Bowl party. You'll have to follow them on Facebook to take advantage of that offer, but it's something to keep the conversation going.

This is a nice effort. And if it's any indication of the spot that's coming from Deutsch, I'm looking forward to it.

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