It’s that time of year again, where football diehards and lackluster fans alike rejoice in one of the most watched events of the year… yes, it’s the Super Bowl! Now I don’t know about all of you, but I live in a house where baseball reigns king and the other sports fall to the waistline. I think it’s because my brother is an incredibly talented pitcher who has climbed the ranks over the years from little league to AAU teams, then the ace on his high school team and now a paramount player on his college team. But I digress (even though my brother will argue that I can talk about his talents for the length of this blog post and beyond).
Anyway, what I’m trying to say here is that I’m not that into football. Of course, I like to watch the game every year and relish in any opportunity to be surrounded by an over-indulgent amount of food and beer, but I can’t say I would be really upset if I missed the game. Which brings me to the aspect of the Super Bowl I do enjoy… the advertisements! As a marketing major in college, I focused a lot of my time in classes in advertising, so I love watching commercials – even between normally scheduled television shows.
But there is something about the ads played during the Super Bowl that make them more grandiose. Maybe it’s because a 30-second slot during a timeout costs $3 million. That’s $100,000 a second! Or perhaps it’s because there are normally great celebrity cameos. I don’t know of anyone who didn’t enjoy that Snickers commercial featuring Betty White last year. Either way, advertisers work tirelessly for months on campaigns and pay top dollar to get their ads in the Super Bowl. Because having the most memorable ad during the Super Bowl gives you extreme bragging rights (not to mention national brand recognition, large exposure, sales, etc…)!
I have heard through the internet and tv that Faith Hill will be the face of Teleflora’s Super Bowl ad (they are also sporting a Collection by Faith Hill). Interesting right? A company that sells flowers isn’t the first company that you’d think of to run an ad campaign during a nationally televised game that, let’s be honest here, caters to men. But then I looked at my calendar and realized Teleflora’s genius strategy. Traditionally, the Super Bowl is the first Sunday of February and coincidentally Valentine’s Day is the 14th. If you couldn’t tell from my previous blog posts, Valentine’s Day is the high holy day for anyone in the flower industry. More flowers are sold on Valentine’s Day than any other day in the calendar year, and growers prepare for months to have enough flowers to provide to wholesalers and retailers alike. So touche Teleflora, you’ve chosen probably the most effective (and might I add expensive) event to advertise.
Although I still can’t forgive Teleflora for their 2010 Super Bowl ad, I am excited to see what they have come up with this year. I certainly hope they have gone in a different direction than last year’s campaign because it was based on a claim that flowers from a box aren’t quality flowers… which of course is completely false! We get our flowers from the same place that retail florists get them! One day, I hope that Blooms will be big enough to give Teleflora a run for their money during the Super Bowl with a little bit of competitive advertising) and set the record straight about blooms that come in a box! And until that happens all of you going the DIY/wholesale route, I salute you! Personally, I think that an arrangement from the Collection by You trumps anything from the Collection by Faith Hill!