Kay's Super Bowl ad

I didn't see this during the game. If you watched the Super Bowl with other people, you probably didn't even notice the ad as it doesn't leap out and grab your attention...unless you are someone who watches the Super Bowl for the ads that is.

The concept was good, but I think it was pretty easy to miss some of the attacks on Perry. Until I watched it the second time for this post, I missed them. Even people who paid half-attention might have missed the whole concept. There were some Perry signs way off in the background, but I would've tried to make the concept crystal clear from the start.

Kay's team has now dropped some pretty significant portion of their media budget on two spots: the national championship game signs ad (with Go Horns addition) and now the Super Bowl ad. It seems to me that if you're going to do that, you should try to go for gamechanging spots. The concept for the national championship game ad had the potential to do that (though it obviously didn't), but this ad didn't.

I was going to comment that this is a philosophical difference between the campaigns: Rick's team generally microtargets, whereas Kay is willing to drop the big bucks for the mass marketing approach. I'd tend towards microtargeting, but then I realized it could be a strategical difference. If Kay's goal were to expand the primary electorate, then mass marketing could be more relevant.

Except that Kay hasn't really been running an expand the electorate campaign, has she?

PS. How much do you think they laughed about naming the characters in the ad after Rick's campaign team?

Posted by Evan @ 02/08/10 11:46 AM


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