The most effective marketing campaigns have their finger on the pulse of POP! culture and reflect current trends.

For example, parents used to gripe about their kids being obsessed with their Gameboys during family vacations. The roles today are reversed with kids complaining their folks are the ones who ignore them while tapping away at their laptop and Blackberry.

A brilliant ad addresses this issue by showing a father happily playing in a pool with his son. The dialogue in the side bar says,

“Daddy, want to do swimming?” “Yes.”

“Daddy, can you carry me on your shoulders?” “Yes.”

“Daddy, will you leave your phone in the room?” “Yes.”

The subliminal message? Come to Orlando and have an old-fashioned vacation where you actually focus on family and play together instead of everyone caring more about their gadgets.

Are you tapping into the zeitgeist of your target audience? Does your marketing campaign reflect current trends? If so, good for you. If not, use POP! techniques to update your commercials so they resonate with customers and motivate them to try or buy what you’ve got to say and sell.

I promise . . this is not a bait and switch.

I said I’d report back about which Super Bowl ads were the funniest, most original, most buzz-worthy.

I watched and kept waiting and waiting and waiting. Waiting for an ad that was wildly creative. One that exceeded our expectations. One that was worth the millions spent on it ($2.7 for the 60 second time slot alone, not counting the agency fee, production budget, celebrity appearance, etc.)

Nada. Zip. Nothing.

One had a moving story line (the Budweiser Clydesdale being trained to make the team by his Dalmatian friend, ala Rocky), but in many of the ad meters the following day, a baby spitting up claimed the top spot.


I wanted to share something that DID catch my attention Super Bowl weekend. The following quote by football player Junior Seau POP!d out of the pack . . . for all the right reasons.

When asked by a reporter what it meant for his New England Patriots team to be going for a perfect 19-0 record, Seau said, “There’s good, great, and there’s ever. We have an opportunity to be an ‘ever.'”

The reporter picked right up on it. “You mean as in ‘best ever?”

Junior just smiled.

In a week of platitudes, Junior’s observation was Purposeful, Original and Pithy. Kudos.