Word: entertainable
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Dates: during 2010-2019
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Plus, says Clow, the Super Bowl audience comes with certain expectations. People want the commercials to entertain them. They want to see others having a good time, because they're having a good time themselves at a Super Bowl party. They want to talk about the ads at the watercooler. "If you show up with something serious like [Pepsi Refresh], you're going to get ignored," says Clow, who also masterminded Apple's legendary "1984" Super Bowl ad. "If you're going to be there, you have to do something over the top." Some serious spots, like the anti-abortion...
...Super Bowl ad inventory, and stalwarts like Coke and Anheuser-Busch are still running spots. "This is our big effort for 2010 and beyond," says Hobart, the Pepsi marketing executive. "We think it's a flagship for our company. But I would never say we wouldn't entertain Super Bowl advertising again." If Pepsi realizes it fumbled by skipping this year's Super Bowl, there is no doubt that it will rush right back into the game...
...promote a message; now designers are creating games built not around destroying worlds but saving our own. "Games are growing up," says Suzanne Seggerman, president of Games for Change, a group promoting games with a positive impact. "People are realizing that they can do a lot more than entertain...