As our countdown to the Super Bowl marches on and on, we finally reach the 2010s, which seems like just yesterday. Probably because it was.
This decade is the new standard in advertising, and if you don’t believe it, read on as Tony Beard, PriceWeber chief creative officer, takes us up to yesterday, and dare we say, leads us on into the greatness that lies ahead.
"The 1960s are often called the Golden Age of advertising, but compared with advertising of today’s digital era, perhaps the Bronze Age would be more apropos. As creative as many of the ads were in the ’60s, their greatness is compared to the ads of that time. Today’s ads are equally creative, but we have many more tools at our disposal, allowing us to literally engage customers instantly. There is a reason that, on the day after the Super Bowl, discussions around the water cooler revolve as much around the ads as on the game itself.... the ads are just so darn good.
"Choosing a favorite Super Bowl ad is very subjective, but when I evaluate what makes an ad great, there are some specific qualities I look for. I look for a clever creative strategy, whether the ad breaks new ground and whether there is a big idea that elevates the brand and goes beyond selling a product.
"Among ads from the current decade, some of my favorites are the Snickers ad featuring Betty White – ‘You’re Not You When You’re Hungry’ – and the Audi ad ‘Prom Night: Worth It,’ in which the father of a teen gets to be a hero by giving his son the chance at a night he’ll never forget. The Old Spice ad ‘The Man Your Man Could Smell Like’ is one of the most unusual ads in years, and has influenced the style of many other ads. It has also revitalized a rather stale brand.
"Of all the great ads, though, my favorite is the Always ‘Like A Girl’ spot. It is emotionally powerful, and challenges all of us to look closely at how we think and what we say. It is beautifully shot and written, and held my attention like very few ads do. It never mentions a product, and doesn’t try to sell anything. Only a logo at the end connects the brand to the incredible feeling of empowerment that the ad conveys. When a spot for a feminine-hygiene product can not only hold my attention but also bring a tear to my eye, that is one heck of an ad!
"The mad men of the ’60s have nothing on today’s ad men – except for the cool moniker. Maybe we need to work on that.”