The Super Bowl is two weeks away, but the ads from the big game started today.
During the AFC and NFC Championship games Mercedes-Benz teased their Super spot. But before we even saw a car words came on the screen saying we’d see the rest of the ad on February 3, 2013.
That seems like a dangerous strategy to me. Now you have the audience expecting a great Super Bowl commercial--so great you bragged about it two weeks earlier. It could backfire. If the ad doesn’t prove to be Super Bowl worthy the audience will feel a big let-down. And Super Bowl commercials have been a big let-down the last several years with few standouts. They used to be the best part of watching the game. Now they are mediocre at best.
Mercedes –Benz just set itself up for mediocrity.