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How to win the Super Bowl in 30 seconds

January 26, 2014

Super Bowl XLVIII

Scrolling through the commercials of Super Bowls past, you will not find many memorable spots. You’ll see mixed messages, poor branding and expensive mistakes.

Ten seconds, 30 seconds (only $4 million!), even 60 seconds can go by way too quickly, or for a clunker of a commercial, all too slowly.

One way I’d like to help you with your communication is with clear consistent messaging. It doesn’t need to be flashy or controversial. But most companies fail in reaching people because they start with no deliberate messaging.

The result is frustration for the audience and for the business itself. And a lot of wasted money.

How I can help you, explained in my imaginary 30-second Super Bowl spot …

[Drones march in single file to drab holding area. Projected face of DICTATOR on large wall screen addresses the gathering crowd.]

DICTATOR: Today, we celebrate the first glorious anniversary of the Information Purification Directives.

[Wade, wearing a tank top, runs in pursued by troops.]

DICTATOR: We have created for the first time in all history a garden of pure ideology, where each worker may bloom, secure from the pests of any contradictory true thoughts.

DICTATOR: Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth.

DICTATOR: We are one people, with one will, one resolve, one cause.

DICTATOR: Our enemies shall talk themselves to death and we will bury them with their own confusion.”

[Wade spins, then hurls a series of memos at the screen.]

[Memos stick to screen in a shower of sparks. DICTATOR studies them carefully.]

DICTATOR: We shall prevail!

CRAWL: On Jan. 27, Wade will help another company with its messaging. And you’ll see why George Orwell will be laughing AND crying.

Or maybe just get James Earl Jones and Malcolm McDowell to riff on being “Star Wars”/”Star Trek” villains for 30 seconds. Because, awesome!

Start with a good tight message before you spend your first dime, whether on a Super Bowl ad, a Twitter campaign or my services. Or let me help.

See Super Bowl commercials from 2013 and 2012 on my Pinterest boards …

Part of the 2014 BBA yearlong blogging challenge.

See more posts from the series.

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