denise lee yohn: brand as business bites™ /

If you’ve been in the business long enough, you come to understand there are some basic rules to follow when running an ad on the Super Bowl.  Humor works best.  Use animals or big-breasted women – or both.  Wow people with extraordinary settings and production values.

Many of the advertisers on last night’s big game followed the Super Bowl advertising playbook to a tee (view all of the spots here).  And, yet, they violated some fundamental rules of advertising in general.

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My critique of Lucky Jeans‘ “Lucky Few” campaign was published in this week’s Brandweek.  For those of you who didn’t see it, here goes:

For decades, fashion advertising seems to have followed a formula (more…)