If you read my earlier blog on this inflated beast then you already know how certain I am that advertising during the Super Bowl is a failed medium (buying price-inflated time on too broad of an audience medium). Super Bowl advertising sucks. But here is the real downside for those that participate.
Your ad has to be NEW and it had better be FUNNY. After all, that is how these stupid ad agencies behave and it is what the untargeted audience demands.
Enter GEICO. Hmm, let me see, a pig at a counter, getting his ID picture taken while he demonstrates that GEICO has a new mobile app. Haven’t I seen that before? Yes I have.
Therefore, GEICO should have avoided the venue all together. If it was going to participate, it forgot half of the equation — NEW. All the audience is left with is disappointment in the brand. Now there is great brand equity. Disappointment.
File that away with how much money 15% will save you when you switch to GEICO. Oh, and don’t forget to use the really cool app.