ICOM member agency Pavone Marketing Group is back with its 18th year of SpotBowl, giving fans the opportunity to vote for their favorite ads during the big game.
Pavone has received more pre-game votes than ever before.
"The Super Bowl commercials are actually like a reflection of pop culture, but even more so they're a reflection of where we are right now. It's like a time capsule or a snapshot," said Michael Pavone, president, and CEO of Pavone Marketing Group.
Pavone says some ads this year pull on the heartstrings, dealing with the pandemic, but the majority like usual are just funny.
"They're not showing crowds in their spots because we're not supposed to be in crowds, but at the same time, they're not showing masks either. They're trying to make it kind of normal," Pavone said.
Out of about 50 spots, 22 companies are newcomers.
“For the first time in 10 years the price of a Super Bowl spot’s gone down by $100,000,” Pavone said. “It went from $5.6 million to $5.5 million.”
Pavone says it’s not about what the experts think but the impression left with viewers.
“You want to remember, the product, right. At the end of the day that’s what we’re here to do,” Pavone said. “We’re here to sell, so the ones that do the best job in my mind are the ones that really kind of hit that balance. They intrigue us. They keep our attention but they get their message across.”
Voting is open on SpotBowl.com until noon Monday.