Upfront and to the point; knowing it might seriously damage my induction into the Man Card Hall of Fame, its time to admit I don’t do sports. No team jerseys, no water bottles, tailgate parties, face paint on game day or desire to have a picture taken with a team mascot.
My day would be a wad of waste if ordered to sit in front of the flat screen to watch a pitch, kick, putt, swing or goal. Growing up in a family where bowling was something you did with a ball and ten pins, our northern religion finds no reason to host the Holy Ghosts of sports Earl Anthony and Dick Webber on ESPN PBA Bowling Classics.
I love commercials!
I spend nine innings of a Charlotte Knights game studying every billboard plastered to the homerun wall. If there’s a free program handed out at the gate, I never read the stories, my nose is plastered in the print ads.
Super Bowl commercials are my favorite because it’s the “only” time company owners and business managers realize the importance of being remembered then stealing thirty seconds from your day trying to sell something that’s usually found cheaper on Craig’s List, Amazon.com, Ebay and Wal-Mart.
Commercials that showcase web and street addresses and phone numbers are a total waste. Advertisers end up creating what legendary radio production guru Dick Orkin calls invisible highway billboards that are never remembered. How many signs did you pass today that you imagination immediately tuned out because there was too much to digest?
Ignite my need to want your product. When I’m ready to buy God gave us Google.
Behind the scenes creating a commercial is a much bigger sport than four quarters of leather ball chasing. It requires a vigorous team of seasoned athletes that require quality leadership, incredible insider on the street coaching, motivation from all players not just the stars, preparedness of a quick twist of words that could create a winning hook followed by a vibrant delivery of a plan that sees more downs than gains before reaching the presence of an end zone.
This might be the reason why more students from schools of broadcasting are thumbing up their nose on doing physical on-air shifts and patiently waiting in line to be given a chance to play in the free spirit of a genuine production room.
Super Bowl Sunday is my Oscar Awards! It’s the single most important day of the year when writers, producers, voice over talent, actors and advertisers are given clearance to share a landscape of oh my God while stepping away from blah blah blah.
They dare themselves to be different in an advertising world where play books are something you find in video game box.
I don’t care how many touchdowns the Packers get over the Steelers or how many tackles are required to stop a monstrous machine from crossing a giant white line of hope and prosperity—the only thing people will be talking about Monday will be the commercials.
That’s my sport! And I’m sticking to it!
Good luck fellow radio and television writers and producers! This is your day to finally prove how great advertising is and will forever be without a tiny voice softly speaking in the background, “It’s not what the client wants...” You are right they want success!
I will not say, “May the force be with you because I already know it is with you and besides there’s too many redundant messages in commercials already.”
See dealer for details!
arroecollins@clearchannel.com
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