Ad agencies for the biggest brands in America ought to be ashamed. It's 2006. Yet, the big agencies - the ones with which brands like Budweiser, Burger King, Ford, and several big financial houses (jeez, the ads were cute but for the life of me I can't remember who those ads were for) spend millions and millions of dollars with every year - don't even TRY to do anything innovative. How is it that in 2006, SuperBowl ads have no integration with anything outside of television? Where's the call to action?
A major problem in the agency business is that most agencies with the slightest bit of creativity or innovation quickly get acquired into large holding companies where they quickly lose what made them interesting in the first place. A client with a lot of money comes along and says "we want to do a SuperBowl commercial" and the agencies happily take their money without producing anything remotely worth the money. Meanwhile, SuperBowl ads just get more and more expensive, but provide less and less value.
Let me just say right here, right now, that if one of our clients came to us with millions to spend on an ad campaign, it wouldn't be spent on a silly 30-second TV ad that would exist solely to provide a slight bit of diluted awareness to a whole lot of people with nothing more to it than that.
What a waste.