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Super Bowl 2015

Why This Super Bowl Sunday Is Going To Be Metamorphosis Day

Cutwater, 2 years, 8 months ago

An open letter to the marketer who has been having nightmares about dropping four and a half million dollars on a 30-second ad from Cutwater CD Simone Nobili

Why This Super Bowl Sunday Is Going To Be Metamorphosis Day

Dear Marketer,

222 million eyes. 111 million brains. And a ton of love.
This is what your four and a half million dollars is going to buy you on Super Bowl Game Day.

And you know what? You spent it wisely.
There will be more eyes. More brains. And double the love. So don’t stress.

Those eyes are going to be more interested in watching your brand than following a Sherman “I’m-the-best-Corner-in-the-game” play.

Those brains will be more willing to put their cell phones to work to give opinions on your ad, rather than on a spectacular touchdown.

Call it a miracle.
Call it a fairy tale.
Call it WTF.

I call it metamorphosis.
And this is what I suggest. Let’s rename Super Bowl Game Day, Metamorphosis Day.
Because this is what we are about to witness for the 49th time in a row.

The public hate for commercial interruptions will suddenly turn into a breath of love from the millions.

Crazy. Unreal. Demonic. True.

There will be couples shushing each other over an ad.
There will be men holding their pee.
There will be mothers getting emotional.
There will be fathers getting emotional.
There will dogs getting emotional.
There will be children bonding with their parents.
There will be laughter.
There will be crying.
There will be America at its best.

I know, you are still thinking about that four and a half million dollars.
Let me help you here.
With that money, you could have bought a portal roadblock every day for more than a week.

You could have gotten more than 100 million video impressions on Hulu.
You could have taken over the YouTube masthead for eight days.
You could have run a Promoted Trend on Twitter for over a month.
You could have done this. And that. And then some.

Except get real love.
Yes, I said love.

That stupid four-letter word that never comes up when people talk about advertising.

In fact, you usually hear another four-letter word when it comes to commercial breaks on a normal calendar day.
“F*ck, another commercial!”(You probably said it yourself more than once.)

But Super Bowl Game Day isn’t just a day on the calendar, it’s Metamorphosis Day.
It is on this day that love is spread upon everything clever that has to do with advertising.

It is during this day that more than 100 million people gather around and talk about commercial breaks in a never-ending flow of thoughts and opinions and arguments and ideas.

It is during this day that advertising gets kissed like a frog by a princess.

It’s a kiss that costs you four and a half million dollars.

But hey, you are buying love.

Simone Nobili is Creative Director at Cutwater