Just a quick Super Bowl observation. Advertising seems to be getting more complicated, with production values rising dramatically, just as brand identity on packaging at least, seems to be getting simpler. Wonder who is leading who?
Sunday’s ads were full of apocalyptic visions and over the top scenes filled with visual gimmickry. The packaging equivalent of big bold type, bursts, blends and day glow colors.
Its one thing to be wowed by the visual effects of a Broadway production, something Spiderman seems to be doing miserably (here is a link to today’s review in the NY Times), and walking away entertained. Its another to do it in the context of building brands.
Now I am fully aware that the venue lends itself to visual extravagance and that these ads typically serve many purposes beyond the airing during the game, some immediate and some longer term; they rally employees, act as visual icons for campaigns throughout the coming season or year, etc.
But it is interesting that the tone is so clearly different from the general direction that retail brand identity, at least as expressed in the store, seems to be trending.