How companies use nostalgia to be on the safe side and make less appealing commercials.

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Two weeks ago when a mysterious contribution on Meg Ryans Instagram appeared with her with her When Harry Sally met The co-star Billy Crystal in his legendary fishing sweater naturally touched some excitement.

But then a quick look at the calendar. This near February? This had to be promo for a super bowl display. (And it was – for Mayo.)

In the early 00s we had a generation run with Budweiser commercials such as “Wazzup” and the Clydesdales. The former had an iconic scene with major release parody in Scary filmAnd the latter had enough cinematic flair to add a permanent case of “Director of Zack Snyder” to the world. In recent times? Planters grabbed Mr. Peanut.

How did it come about? The Super Bowl advertising spot used to be a driving force of water cooler discussion and cultural importance. Companies now publish AD -CAMPAGES and ask consumers to pay attention to their products long before the big game. Sure, the game itself shows big numbers – in contrast to events such as the Academy Awards or Golden Globes or even the NBA, all of which were pursued to a declining viewer – but the ratings do not pursue the endurance of commercials.

In addition, add modern super bowls to less offline than in the past, and the expanded advertising cycles make sense, even if you create less unforgettable commercials that somehow feel inevitably.

“Fifteen years ago, perhaps 20 years ago, the Super Bowl not only pulled big numbers: there was an unlimited number of Super Bowl parties” Society. “The week before the Super Bowl, the week was sold more food, with the exception of Thanksgiving Week. It was almost a national celebration. “

Not so much anymore.

“When the Super Bowl was at the peak as a social party, they saw the Super Bowl in groups that gathered around their television,” said Durbin. Now important cultural events are immediately translated and analyzed via social media, and “that simply does not have the same influence it has 20 years ago.”

The relative interest in “Super Bowl Commercials” reached its climax in 2011 and, according to Google’s search trends, has steadily declined. And yet despite the fading super bowl display “Specialness”, companies are still ready to pay an average of $ 7 million for a place of 30 seconds-with around $ 8 million. Why?

“A great Bowl spot used to be a great Bowl location -that was it. You would make an advertisement on the Super Bowl and that had basically happened, ”said Tim Calkins, Associate Chair of the Kellogg School of Management by Northwestern.

Calkins have been leading the Kellogg Super Bowl Ad Review at Northwestern University for more than 20 years, publishing an annual evaluation of the Super Bowl commercials of the year. During this time, Calkins has grown the Super Bowl contents -Sökosystem over the years to something much larger -and expensive.

See, the Super Bowl Extended Universe: A teaser spot that lives online as part of a social media effort, then the TV teaser spots that promotes and promotes the actual Super Bowl spot Then The spot itself. Throw an action or a competition, and we have hours of content.

Calkins calls the development of the teaser of the Super Bowl campaign “An astonishing concept: they will go out and tell the people ‘Perhaps We will make a super bowl display. ‘When they went out and said they will lead during the advertising during the completion Murder, she wroteNobody would take care of it. “

The long-tail payment has also been made in other ways, such as the hyper-powerful pop-garden ritual victim, which burns any hope of the altar, “to become a meme template in order to sharpen the awareness of the brands”. Shelby Jacobs, Senior Social Strategist at Dentsu Creative, says that this temptation “tries to become viral too much”. It could be the case that “the social media -algorithms won in the war of attention”.

“That’s why Pop-Gart Bowl worked: Apart from the fact that you have the room for a full week before the game, and then you knew where your fans would be between action, so they went there too,” she said. “Much larger effects than 30 seconds.”

The NFL does not really take care of brands as long as brands continue to spend what they do – but they also don’t want to risk interpreting people. Calkins said that this is particularly difficult this year thanks to our polarized climate, so playing is a clever step.

“If you think about what we could do, it is interesting and remarkable and maybe has a conversation value and will probably not bring us into difficulties – ok, let’s go and bring it back Harry met Sally Crew. This is a kind of creative perfect, isn’t it? Who will be offended by this? “He said.

This type of planning is a good way for companies to protect their investments. And because large Super Bowl ads are now expectation, Jacobs point out that the marketing sectors and the masses equally “available) look at an annual durability.

But what about us, the spectators? Are we actually gaining with all this corporate strategy and fear of getting out of the line? Is “Sally Hellmanns” our harmless instant classic? Will it have the same permanent influence of the Budweiser spots of the Super Bowls Past? Will one of the recent advertising of ads? Durbin doesn’t seem to be optimistic.

“Personally, I can think of someone who has just jumped out and the teeth brought around the media’s hatching and stayed there,” he said. “I hate being the one who says that, but they just weren’t interesting.”

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