Tackling Teasers

Many years ago, on a December Saturday morning, my sister interrupted my sacred ritual of watching Bugs Bunny (not for the first time, I should point out; she once insisted on being born while it was on) as follows:

‘You know that Yes album you really wanted for Christmas?'

‘Yeah?'

‘Well, mom is hiding it in the trunk of the car.’

‘Oh.’

And then, my sister, who had the uncanny superpower of finding every gift long before the big day, began to tell me all the other albums mom had bought me for Christmas.

A look inside the trunk confirmed everything she said, and although I was happy to know that mom cared enough to get exactly what I wanted (and, in the process, probably shocked a few jaded record store staff members with her deep prog rock want list), there was not much magic or surprise to be had during that holiday season.

I was thinking about that incident this week as I noted a deluge of news stories about upcoming Super Bowl ads, the one time when audiences very enthusiastically embrace a brief word or two from sponsors.

Given that an estimated 40 percent of laptop users and 15 percent of mobile users enthusiastically block ads, the Super Bowl is something of an anomaly in terms of commercial consumption.

Companies spend millions not just on creative but also on airtime to generate buzz and be the big winner of the night.

For years, those ads were pretty much under wraps.

You had no idea what you were going to get until the first of many interruptions was underway.

And that created a certain degree of anticipation and excitement just wondering what advertisers had dreamt up this time.

Yet in recent years, that has changed.

Much like my sister, advertisers are increasingly releasing teasers for their ads, if not the full ad, well in advance of the Super Bowl.

(Or in the case of Devour, making the uncensored version of its Super Bowl ad available right now.)

In some ways, I get it.

It’s going to be a busy night with a lot of sponsors on the field, all trying to make a play, so if you can get out there, and score some points early, you gain an advantage over the competition.

I can’t help but think that knowing this hip hop star is promoting this snack while that actor is happily enjoying a particular cola detracts somewhat from the experience.

It blunts the impact of the creative because I have an idea of what to expect, and that colors my impressions of the ad before I have even seen it.

It’s like knowing (redacted) was dead all along in (that movie).

Some of the thrill of discovery is gone, as is the chance to have an unbiased reaction to what I am seeing on the day.

I am sure there will be even more details and spoilers forthcoming, which means that if I want to watch the ads air without any preconceptions, I have to totally Bird Box the next week or so.

Or at least avoid all texts from my sister.

What do you think? Are Super Bowl ad teasers welcome, or do you prefer to avoid any and all details so you can enjoy them in all their opulent glory on the day? Leave a comment and let me know.