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Scott Smith, Account Director Social@Ogilvy at the Ogilvy & Mather ad agency in Chicago
In all the Super Bowl ad "leaks" and "teasers" getting pushed out before the big game Sunday, the one thing that stands out is how many Super Bowl advertisers are trying to tap the power of social media to amplify their advertising dollars.
With all the hashtag fights, online voting, drawing script ideas from user tweets, fan videos and pictures making it into the Super Bowl ads, you start to wonder whether the ads during the game itself matter anymore. At an average of $3.7 million for a 30-second shot at fame, advertisers are putting earnest money down betting that they are. From the legendary Ogilvy & Mather ad agency, Scott Smith, Account Director at Social@Ogilvy, joined TODAY viewers in a live online chat to break it all down and share his top Super Bowl ad picks this year.
TODAY: Scott, this year advertisers seem to really be trying to push the social media component of their ads, although perhaps the key word is "trying." Is the attitude among Super Bowl advertisers 2013 "go viral or go home?"
SMITH: In the same way that we saw the presidential election as the first real socially-driven election and the Olympics as the first socially-driven Olympics, the 2013 Super Bowl seems to be the first socially-driven Super Bowl.
Question from viewer Ken: Does previewing a full ad online before the game diminish the message of the ad?
SMITH: I don't think it diminishes the message. If anything, it gives the advertiser some immediate feedback they can use to inform their in-game social strategy.
Leave a Comment:
I must have missed something because I’m Jamaican and I loved it! Lol It actually made me smile. We ARE a happy little country! People have too much damn time on their hands causing issues where it doesn’t exist! Be happy!
I am a Jamaican and I find this ad hilarious!
What I take exception to though is that the guest seems to think that all Jamaicans are black which shows her ignorance. If she's going to offer an opinion, it would be wise is she did her research before going on national television to spout facts that she knows very little about. We Jamaicans have a motto, Out of Many People One People. There are many ethnicities in Jamaica, but by her assertions, they're only black people. How stupid and arrogant does she sound to those who know better? Ask someone like Jenna Wolfe.
Her comments "that the ad implies that all black people are happy" are coming from her place of discomfort. She obviously wants someone to believe that she knows a thing or two. My advice is to take a trip to Jamaica to correct this total lack of knowledge.
As for the accent, again, let's not make assumptions. As I've often told my American friends, Jamaica has 14 parishes and not everyone sounds the same so what you perceive as a non-Jamaican accent may very well be a Jamaican accent. Does everyone in America sound the same and can we pick an accent of someone from Texas and make the assumption that that's an American accent. No, no more than you can listen to a New York accent and assume it's an American accent. Shame on her.
That the Today's Show even entertains this guest is starting to make me question who does your research? SMH