Super Bowl: When “great” ads can be poor marketing

This Sunday is the big annual event for television advertising, the Super Bowl. Many people tune in more for the commercials than for the game itself. And many of the spots will make a positive impact for their marketers. But looking beyond the “most liked” ratings is particularly important.

This commercial is a classic case. I remember watching “Cat Herders” during a past Super Bowl and laughed out loud. It received great reviews and very high “scores.” The problem was no one remembered who the ad was for. In terms of brand recall I’ve heard that it scored at the bottom.

So as you watch the big game this weekend keep an eye out for the brands that do great advertising and the ones that move the ball forward for their brands. Then join the Monday debate on who did both.