Super Bowl Spots Don’t Need To Induce A Transaction To Work

Adweek created a new Super Bowl blog and recruited several luminaries from Adlandia to contribute to it today.
One luminary, direct marketing guru Seth Godin, (who coined the term “permission marketing” ) says today’s media game isn’t about “selling anything, per se.”

Instead, it’s about creating a short little movie that spreads. Yes, it’s permission marketing. Permission marketing because viewers are asking for the ads, they want the ads, they look forward to them. BUT, we’re not watching them because we want to buy or even to learn (the way, say, Google ads work). We’re watching because we want to be in on the joke, to have something to share.

In other words, people want to avoid being labeled cultural illiterates come Monday morning. Personally, I revel in my cultural illiteracy. But it doesn’t apply to football. I like football.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.