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Column: Some of tomorrow’s Super Bowl ads may be memorable, but I’m still not buying Busch Light
Companies are spending big money on Super Bowl ads. But I’m not sure it’s going to make much of a difference in my house. (I’ve already discovered Popcorners.)
By Colleen Brannan
Tomorrow is the Super Bowl. Advertisers are spending bajillions of dollars.
But do any of these TV commercials actually make you buy? Or are they merely entertaining? It seems like a huge gamble to get the laugh or cry — even if we’re talking about new-born Clydesdales — but see no spike in sales.
According to multiple news reports, Fox has sold all of its advertising inventory for Super Bowl LVII, with peak prices surpassing $7 million for a 30-second spot. (Not to spoil the big day, but if you’re curious, here’s a sneak peek at all Super Bowl 57 ads, compliments of Adweek.)
That’s a lot of money. It got me thinking: Do these advertisers see a return on their investment, or is it more for brand recognition and bragging rights? Historically, with few exceptions, TV commercials have had little influence on my purchasing patterns, but I do find them highly entertaining.
Tunes of two very established brands
Just because I have “Whopper, Whopper, Whopper, Whopper” on loop in my head doesn’t mean I’m headed to BK to have it my way. In fact, I was trying to think if I’ve ever been to Burger King. Then I remembered stopping by once to get a paper crown for a Halloween costume. No purchase required.
Same goes for “Plop, Plop, Fizz, Fizz, Oh What a Relief It Is.” That’s been around long before I was alive, 90 years to be exact. Right or wrong, I’ve always seen Alka Seltzer as an old person’s remedy for indigestion and heartburn, which have never been issues for me with a stomach of steel. Now, they want to be my hangover partner trying to draw me in with T-Pain rapping the same yet jacked-up jingle? Brilliant brand refresh and while tempting, I will remain loyal to my proven breakfast of champions: Goody’s and Gatorade.
As seen on TV
I had to dig deep in my memory bank to recall the two times I’ve ever purchased anything “seen on TV.”
Ch Ch Ch Chia Pet: I discovered this indoor gardening marvel in the early ’80s, thanks to a TV commercial. When Mom said absolutely not to my request for “the pottery that grows,” I spent my hard-earned babysitting money on it. Mine was a bear, and I don’t recall the cost, but I’ll bet I had to watch some neighborhood terrors for several hours to cover my investment. Back then, there were limited options for these oddball terracotta figurines, but today, you can order them in everything from Willie Nelson to Obama.
ShamWow: The name says it all. This super-absorbent rag is a shammy, towel and sponge, all in one, for your house, car or boat. Spokesperson Vince convinced me in a TV commercial that I was spending too much money on paper towels and that this wonder product lifts wine, coffee, cola and pet stains. He was right. I do say WOW every time I use it! I also said WOW when I found Vince’s 2009 mugshot in this news report about him beating up a prostitute.
Do celebrity endorsements make a difference?
On the local TV advertising front, most days, former Panther Luke Kuechly could sing me the telephone book and I’d sign up for whatever he was selling. But his CPI Security commercials just made me laugh. I love the broad daylight break-in one where the burglar comes face to face with a Luke-like gnome. If that didn’t scare him away, a voice over the loudspeaker saying “CPI Security! Identify Yourself! Intruder, leave the premises!” surely would, right? Amusing, but no sale.
Nationally, if anyone could make me switch insurance companies, it would be Progressive’s “Dr. Rick” (actor Bill Glass), who helps young homeowners not become their parents or Allstate’s “Mayhem” (actor Dean Winters), who’s a screen-addicted tween or football-obsessed best man. Entertaining and somewhat addictive? Absolutely, but still no sale, although I do talk about these two quite often, as if they are friends of mine.
What about services?
I understand HVAC repair (Mr. Jenkins and beloved Bobby) and car dealer commercials (Before You Buy, Give Mike a Try). But would you really choose your plastic surgeon or “low T” specialist from TV? Seems like a more delicate and discreet vetting process would yield better results.
If not TV, what does make me buy?
This year, I got a lot of Christmas gift ideas from Instagram, including pet-shaped pillows for my college students missing their dog and Birdie, a personal safety alarm sure to scare the daylights out of any would-be attacker (or wake people up in meetings if it accidentally goes off in your purse). I’m not afraid to admit that an airplane banner at the beach once compelled me to Crabby Mike’s for an all-you-can-eat seafood buffet. Similarly, a live demo at Costco convinced my husband, Scott, that he needed a Vitamix 6300. That’s also where I found my favorite new snack food, Popcorners, ironically a first-time Super Bowl advertiser. See, all they needed to do was offer a sample instead of spending millions.
The $7 million question is this: On Monday morning, will you be singing a jingle or switching from Duke’s Mayo to Hellmann’s because they advertised in the Super Bowl? Before you answer, remember Charlotte hosts the annual Duke’s Mayo Bowl. Either way, I want to hear from you — and find out if anyone else loves their ShamWow.
Colleen Brannan owns BRANSTORM PR and spends her days advocating for earned media over paid advertising. Connect with her on: LinkedIn, IG (Colleen Brannan), Twitter (@colleenbrannan) or email [email protected]. This time last year, she went undercover waiting tables at Dogwood in SouthPark on Valentine’s Day and wrote about it here.
🎧 New Charlotte Ledger Podcast episode: Who’s in charge in Charlotte?
Who makes the big decisions in Charlotte — and how has that changed?
In the 1970s and 1980s, a small collection of local business leaders known as “The Group” would meet regularly and call the shots. It consisted of the CEOs of Charlotte’s biggest banks, and they favored a vibrant downtown and more arts funding. Today, the influence of Charlotte’s business community has waned, and the city’s politics has more diverse voices — leaving the decision-making more fractured.
In the latest episode of The Charlotte Ledger Podcast, longtime Charlotte journalist Jim Morrill discusses that evolution of power — and the cover article he wrote on that topic for the February 2023 issue of Charlotte magazine. Morrill retired in 2021 after nearly 40 years as a reporter at The Charlotte Observer, where he covered government and politics.
How to listen: The Charlotte Ledger Podcast is available on our website, as well as on podcast platforms including Apple Podcasts, Spotify, Overcast and Google Podcasts. We release new episodes on Fridays. Most are under 25 minutes.
This week in Charlotte: Bus driver strike averted; Bills advance in General Assembly; Groundbreaking former judge dies; New teams for 2 Hornets and former Panthers coach
On Saturdays, The Ledger sifts through the local news of the week and links to the top articles — even if they appeared somewhere else. We’ll help you get caught up. That’s what Saturdays are for.
Local news
Bus driver strike averted: (WCNC) Charlotte Area Transit System bus drivers voted 204-11 to approve a new contract after weeks of strike threats. The contract includes raises of $3 an hour, better pay on weekends and evenings and improved health insurance, a source told WCNC.
Charlotte judge Shirley Fulton dies: (Observer) Shirley Fulton was the first Black woman to serve as a prosecutor in Mecklenburg County and the first Black woman in North Carolina to serve as a judge in Superior Court. She died Wednesday at age 71 from gallbladder cancer.
Shot fired at Northlake Mall: (WBTV) Police say they believe a shot was fired inside Northlake Mall on Sunday afternoon, following a dispute between two people. Nobody was injured by gunfire.
Politics
N.C. House votes to increase riot penalties: (Associated Press) The North Carolina House approved a bill 75-43 on Wednesday that increases punishments for violent protests following the 2020 demonstrations over George Floyd’s death. The bill now heads to the Senate and could have enough votes to override a potential veto from Gov. Roy Cooper.
N.C. Senate passes bill on sexuality discussions in schools: (WCNC) The Republican-controlled North Carolina Senate voted 29-18 in approval of a bill Tuesday that supporters say would keep parents better informed about what their children are taught. Critics say it would erode trust between students and teachers and harm LGBTQ children.
Business
Office tower slowdown: (Ledger 🔒) Developers are holding off on starting construction on new office towers because of high interest rates and construction costs and an uncertain economic future. There are currently only two towers under construction in Charlotte.
Novant charging for some emails: (Ledger/N.C. Health News) Novant Health has quietly instituted a new fee for patients who send emails to their doctors requesting help with new ailments.
‘Modest’ layoffs at Duke Energy: (WFAE) In an effort to cut $300M in expenses this year, Charlotte-based Duke Energy plans to lay off employees in Charlotte after reporting a $531M loss for its fourth quarter. Duke Energy chief financial officer Brian Savoy said a “modest” number of staff positions and outside technology contracting and consulting jobs will be eliminated.
Sports
Former Panthers coach takes new job: (USA Today) Steve Wilks, the former Carolina Panthers interim coach, has been hired by the San Francisco 49ers as their new defensive coordinator.
Hornets trades: (Observer) Ahead of the NBA’s trade deadline, the Charlotte Hornets traded away Mason Plumlee and Jalen McDaniels.
From the Ledger family of newsletters
County gives $2.1M to local clinic: Mecklenburg County commissioners voted recently to award $2.1M in federal Covid relief money to C.W. Williams Community Health Center, even though employees there have raised allegations of financial mismanagement. The county says no money has been released as it continues examining details.
Momentum in uptown: Michael Smith, CEO of Charlotte Center City Partners, says he’s encouraged by all the plans announced recently for uptown and South End.
Auto insurers seek rate increase: A group of auto insurance companies has requested a 28% rate increase in North Carolina, which has to be approved by the N.C. Department of Insurance.
Wednesday (🔒)
American Airlines shakes up elite status guidelines: American Airlines next month is increasing the threshold to quality for “Gold” status, which many frequent travelers covet because of free upgrades to first class.
Friday (🔒)
Greenway access granted: A North Carolina appeals court sided with a group of neighbors in Charlotte’s Park Crossing neighborhood, who have undertaken an expensive court battle in recent years to gain access to the nearby Little Sugar Creek Greenway.
SouthPark development: The owner of two towers in SouthPark detailed plans for the site on Fairview Road at a community meeting on Wednesday.
Push for women in construction: Contracting and development firm Samet and Charlotte nonprofits She Built This City and The Relatives partnered on a project this week to increase the number of women in local construction jobs.
Ways of Life (🔒)
Our weekly obituaries newsletter examines the life of Charlotte photographer Deborah Triplett, who died of cancer in January. “In the wake of her diagnosis, Deborah did what she always did: She turned to creativity and artistry to process, connect and to heal,” a friend told us.
Bus station naming rights: A city consultant says Charlotte can make nearly $140 million in the next 20 years by selling naming rights to a new uptown bus station and “festival district,” though there are few parallels in other cities, reports WFAE’s Steve Harrison.
With Charlotte FC’s first game just two weeks away, Carroll Walton reviews which players have come and gone during the offseason.
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Executive editor: Tony Mecia; Managing editor: Cristina Bolling; Staff writer: Lindsey Banks; Contributing editor: Tim Whitmire, CXN Advisory; Contributing photographer/videographer: Kevin Young, The 5 and 2 Project