Is it qualified to be a Super Bowl ad?

The Super Bowl pits the two best football teams of the past year against each other for the championship. This year’s match-up was well-played and the professionals showed why they belonged in the Super Bowl.

For many years, Super Bowl ads have had a similar expectation. Not only does they ad need to be effective, it needs to be Super. Critics and pundits (including me) spend time each year after the Super Bowl dissecting the ads in many ways. I have done so all this week, in case you haven’t been paying attention. So the question is, can you get away with running a good, and probably effective ad on the Super Bowl, which is not ‘super?’

The Skechers Shape Up ad fits this category. On message, clear and differentiated. In any other venue but the Super Bowl probably reasonably well constructed. But is it Super? Should it have been there? What say you?


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