Super Bowl Sunday is one of the most epic nights for advertising. In fact, the infamous nearly $4 million 30-second commercials often receive more buzz than the football game itself. As game day nears, creative execs from Eric Mower + Associates have been tapped nationally to offer analysis of the TV spots and talk about ad trends.
Executive Creative Director Tom Merrick will be writing ad reviews in haiku form that will be posted live during the game on Adweek, one of the ad industry’s leading publications. Read his ReviewKu from a previous Super Bowl.
Merrick was also interviewed by the Syracuse Post-Standard. The Q&A is expected to run Sunday, Feb. 3.
"As ad people, the Super Bowl is like a high holy day," said Merrick. "It's our duty to watch these commercials, and we're honored that media are looking to us for opinions."
In Rochester, N.Y., Senior Partner Brad Rye wrote a guest column in the Democrat and Chronicle about how engagement is the key to a successful promotion around the big game. In Buffalo, N.Y., today, Senior Copywriter Jillian Benedict was a panelist on Winging It, a morning show on CBS affiliate WIVB-TV.
Other plans include:
• Ad staff agency-wide will share reactions during a live Twitter chat. Follow @EMAtalkhuman and the hashtags #MowerAdGame and #SB47 to join in.
• On Monday, creative staff in Syracuse and Buffalo will gather for roundtable reviews in their respective offices. In Albany, Merrick will lead a roundtable discussion with advertising students from SUNY Albany, The College of Saint Rose, and Siena College. Media have been invited to attend all.
• In Cincinnati, Creative Director Tom Crusham has been asked to share his reviews in the Business Courier and Associate Creative Director Mike Flesch has been asked to provide pre-game commentary for the Cincinnati Enquirer. Additionally, Interactive Production Manager Patrick Meier will give a pre-game interview Sunday morning on NBC affiliate WLWT-TV.
• In Buffalo, Graphic Studio Supervisor Jessica Black and Associate Creative Director Phil Graves will do a pre-game interview Sunday for Daybreak Sunday, which is a morning show on NBC affiliate WGRZ-TV.
EMA’s award-winning creative team has worked with clients including Fisher-Price, Welch’s, Domtar Paper, Dixie and the WNY Ford Dealers.