How to Write a Super Bowl Ad


Well, it’s that time of year again. No, not the holidays. It’s Super Bowl ad writing time.

And all the big boys at all the fancy advertising agencies across the country are, as we speak, camping out at Starbucks and abandoning all thoughts of REM sleep, and disappointing spouses (yet again) in the unrealistic hopes of writing an ad that somehow makes it onto the Super Bowl.

And they go through this pain and suffering because every one of them knows that writing a Super Bowl ad that gets produced and is shown during the game will change their lives forever.

You can sleep in February. There are fewer days then anyway.

This year, the NFL has decided to involve you and me, the fans, to write a Super Bowl spot (call them spots if you want to sound professional). Rather than just hand the creative brief to their advertising agency and let the creatives go at it like a piece of rib eye thrown to blood-thirsty hyenas, the National Football League wants to involve ‘real’ folk this year.

Marketing ploy? Yep. Been done before? Sure. Who cares? This is beyond huge. This could get you onto ‘Entertainment Tonight.’ And everyone wants to get onto ‘Entertainment Tonight.’

Fact is, the spots on the Super Bowl receive as much (if not more) attention than the game itself. USA Today will feature an entire SECTION on who had the best ads the very next Monday. People in colorless cubicles and on construction sites and at gas stations across the country will be talking about which ad was the best. People who’ve never met will sit in hotel lobbies and ask each other things like “you think they pushed it far enough in that Fed Ex spot last night?”

That’s how big a deal Super Bowl ads are.

The commercial that is chosen will be remembered LONG after it airs. It will become a part of our culture. Think about that…you now have the chance to create something that WILL become part of our culture for years to come. Exaggeration? Hardly, Apple’s 1984 spot (with its beautifully woven Russian undertones) featured a woman throwing the sledgehammer through Big Brother defined a critical moment in the live of our country.

And instead of dedicating your life to writing a novel or spending a lifetime developing artwork, you can do it in just 30 seconds.

Okay. So if you are going to write the NFL Super Bowl Ad that gets produced, that gets you onto the commercial shoot and then gets your flown down to South Florida for the Super Bowl itself… here’s some things you must do.

1) Think Like A Screenwriter
2) Don’t Feel The Need to Explain Anything In The Ad
3) Choose To Be Relevant Visually OR Verbally
4) Be Very, Very Hard on Yourself

People in the advertising world would literally sing the National Anthem of Kazakhstan naked in Grand Central Station during the height of rush hour for the next six to eight years for the opportunity to produce a Super Bowl spot.

So push it. Have fun with it. It is, after all, copywriting. Not accounting (sorry accountants, had to.)

Kevin Browne is a former NYC Creative Director/Copywriter turned article marketing expert. He now gets businesses of any size to Google page #1 using advanced article marketing. This Google page one expert can transform your online business.

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