How fitting during the 32 Super Bowl commercial lineup that one spot — starring two cash-strapped B-list celebrities — would speak volumes about just how tough this recession has been for many of us.
Cash 4 Gold recruited rapper MC Hammer and former Tonight Show sidekick Ed McMahon to let the world know: It’s Okay to sell anything gold-even body parts-for cash. MC Hammer, who filed bankruptcy in 1996, pondered selling his gold pants and sledgehammer, while McMahon, who narrowly avoided home foreclosure last year, thought about selling his gold hip replacement during the 30-second Super Bowl commercial Feb. 1.
With major companies finding the Super Bowl out of their price range, NBC even called it a “feat” that it sold the final two spots on the eve of the big game for a whopping $261 million in ad revenue. Some advertising purists disagreed with NBC’s decision to sell a spot to Cash 4 Gold, because normally these types of commercials are reserved for when no one’s watching – not when 100 million viewers are tuned in.
Bob Garfield at Advertising Age was one of those people, slightly chastising NBC for allowing Cash 4 Gold a 30-second spot in one of the most expensive, coveted commercial placements in the history of television. I say it’s just a sign of the times.
It’s no secret that consumer confidence is at an all time low and the economy is still struggling to rebound. Changes in the economic landscape have led many online to search for deals, and in general, find cheaper ways to be entertained. And advertisers are taking notice.
Many advertisers have cut back on traditional advertising formats like television, opting instead to spend their money getting traffic to their website through Search Engine Optimization or even streaming video ads in between episodes of Grey’s Anatomy online.
Recent research from Nielsen and ABC found consumers are fine with a variety of advertisers airing 15 and 30 second spots in between their favorite TV-to-web shows.
I realize that most people weren’t huddled around their computer screens watching the game. Maybe a few people bought a high definition TV solely for the game, only to return it to the store afterwards. My point is that economic hardships played out this Super Bowl season with the best commercial in the lineup speaking volumes.
My fellow employees at Oneupweb agree that the Cash 4 Gold spot was the best of the bunch, which is why we are giving it our Oneup Thumbs-Up!
Hulu (of course – hello online TV!), Doritos and Careerbuilder were some of our other favorites.
Missed the Super Bowl commercials? Watch them at Hulu.
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