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It’s beginning to look like advertising’s biggest night will resemble amateur hour.
The National Football League last week became the third advertiser to say it would tap the creativity of the crowd to help craft a spot to air during TV’s most-watched (and most-expensive) telecast, the Super Bowl. It joins Doritos and Chevrolet in jumping on the user-generated bandwagon for this year’s game, long the showcase of the industry’s best work.
Should agencies worry?
Not really, said Pete Blackshaw, CMO of Nielsen BuzzMetrics.
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