No, I am not taking about fat man, dressing up as aliens and running around after a strangely shaped ball... I am talking about the airtime that goes with it. During the Super Bowl game (the biggest game in the US football season) about 94 million people (!) watch this game, which makes it a very highly sought after spot to advertise.
Furthermore the Superbowl has always been a fantastic creative challenge for many agencies to make a commercial that last 30 seconds but with an impact that is stronger that all the commercials combined during one year. This comes at a price of around 2.7 million dollars for a 30 seconds spot, so you better do something that kicks ass! This year the event is taking place on the 3rd of February and the list of advertisers is impressive and the buzz slowly takes shapes. With companies like Unilever, Coca Cola, Toyota, Dell, Fedex, General Motors, Kraft,... it certainly shows that this is a game only to be played by the big guns.
Funnily enough Hyundai Motors is having some second thoughts about the purchased air time and has started to kick out their current mediaplanners and is even considering pulling the airtime completely. The expenses are huge and they feel that the commercial is not really grasping that Superbowl moment. And with two commercial of 30 seconds and the creative and production costs you dont want it to fall flat on its face. However they have decided for the moment to stick to the original plan and remain in the schedule.
It all sounds like a PR trick to start the buzz very early and make everybody want to see this commercial.
Lets just hope that they are be able to create something that makes their cars look appealing... that would already be a homerun !
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