The great comfort of bad Super Bowl ads.

“I’ve searched all the parks in all the cities and found no statues of committees.”
Gilbert K. Chesterton

Quick, name your top 10 Super Bowl ads from this year. I know, it’s a struggle. I am asking you to remember 10 out of a 100 or so ads whose sole purpose is to be memorable.

Each 30 second spot costs 5 million dollars to run. Each spot would have cost at least a million dollars to make. These numbers are considered a bargain because of the massive audience the Super Bowl attracts.

These numbers also do something else. They create enormous pressure to deliver a great ad. And the truth is, year in and year out only about 10 percent are any good. As hit rates go, that isn’t great.

Now, the easy explanation is the creative was no good. Well, I will take you a billion dollar bet that…