New Jack City: Forget the National Ad Spots—How’d the Locals Do

google adIf Sunday’s Super Bowl commercials were the best the local marketing brain trust could come up with it’s high time to shake up Madison Avenue…
To think of the kind of money that was shelled out by local advertisers for some of these weaklings is (almost) a crime. And we’re not talking about the $3.8 million charged by CBS – we’re talking about far less pricey local ad rates.

Of course the lame creativity of most of these blurbs made the game itself that much more exciting. I guess.

I digress.

You’ll recall that I wrote recently about the high prices KCTV was charging for local ad insertions during the game. Rates that ranged anywhere from $35,000 to a $50,00  ‘bump rate.’

So did our local advertisers come up with with fresh looks and spots worthy of the K.C.’s  stiff market price? Yes and No.

In my humble opinion the best locally inserted commercials during the game were from two competing companies – Time Warner Cable and Google Fiber.

e455dd322ecba84dcd4d50f5ce36d0e3Time Warner’s effective ad promoting streaming and featuring The Walking Dead ran at 7:28 p.m. Market newcomer Google Fiber’s came on strong at 8:52 p.m. with an excellent “Never Get Left Behind” spot featuring the Wyandotte Bulldogs.

Wait a minute. Who?

You know, the Wyandotte High School basketball team Bulldogs.

There were also two winners in the local image sweepstakes.

The first at 7:01 p.m. was Molle Chevrolet for what looked like a newly produced ad spot. It was classy and featured institutional positioning which surely raised the bar and perception of the dealership.

The other tip of the local corporate marketing hat goes to Park University whose 9:51 p.m. aired spot was simple and to the point. And excellent imaging for the northland institution.

There was one other local ad that stood out and it was a freebie!

Why? Because it was a promo produced by KCTV for KCTV. The nostalgic promo bit aired at 7:27 p.m. and touted the station’s television news heritage and harking back to the days when Channel 5 w known as KCMO. You know, before all that Fast-Late-Breaking-Investigative crap. Back when Wendall Anschutz and Anne Peterson ruled the roost.

Were there any local comedy spot approaches during the Bowl breaks?

Just one.

mission repairIt was for www.MissionRepair.com which aired two 15 second bookend spots at the beginning of half time. Something about a group gathering where a woman throws a football at a dude on the phone to get his attention for not watching the gamep, it hits him the the face and he drops the phone which shatters into a million pieces. The end game being call Mission repair to fix it.

Other local also-rans with no particular newness, freshness or impact – in other words, snoozers – include Taco Bueno, GMC Trucks, American Family Insurance, Mazda CX-9 and Menards. All of them underwhelming, expecially in light of the fact that this was THE SUPER BOWL!!!

Finally there were a couple of local, uh, quickies in the mix. The first for Metcalf Bank which reminded us that they’re still the bank of the Kansas City Chiefs. And we care why?

That and KB Complete, which got its name out there for the company’s plumbing, heating and cooling services.

Each of the two minis seemed like five seconders. Go figure.

All of that said,  since I enjoyed several adult beverages by then they easily could have been ten seconds. Who’s counting?

The bottom line on rating the quality of this year’s crop of local commercial drop-ins during the big game:

Would you believe, 2-1/2 out of 5 expensive as you-know-what fingers.

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5 Responses to New Jack City: Forget the National Ad Spots—How’d the Locals Do

  1. Super Dave says:

    Better that what I raised Jack, which was just one finger and well you get what I mean.

  2. jon says:

    Local spots were nothing to be proud of. And the national spots were at an all time low this year.

  3. Harry Balczak says:

    Was there a Simplicity Vacuum commercial? How about a John Beal roofing one, those were spectacular, Perhaps Cordell and Cordell could weigh in…

  4. harley says:

    terrible spots..
    and molle has billions to be able to spend 25-30k for a spot..
    boooorrrrringggg among all the upbeat somewhat funny spots.
    problem is that local pay that kind of money to reach 50% of the
    viewing market….
    for the national advertisiers…its perfect…they spend 3 million dollars..
    get a spot on the game but millionsof you tube hits…and 100 million
    dollas woth of free publicity and the chatter for weeks about their
    spots…well worth it for people like doritos…bud and their new brew…
    but what the hell was dodge thinking when paul harvey bores america
    with a never ending spot about farmers….
    overall…great game…decentcommercials…and had scott the electrician
    been on to follow up the blackcout in the stadium it would have been priceless….
    or roger the plumber with a spot talking about the 49ers who look like sh*t…
    but again…folks…read my prediction predicting baltimore…harley is right agina!!!!

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