I can't begin to remember how long ago it was that the focus for most of the nation while watching the superbowl turned from sports fan to advertising critic. Fact is, we all have an opinion and today it is easier than ever to get that opinion out there. This year when the Nationwide spot played, there was immediate twitter and facebook activity. I have to think that going into the airing, executives at Nationwide were on pins and needles. I have to believe that they knew the initial reaction of shock and disbelief would be significant. Running a spot, Nationwide ran a depressing ad about the things a child will never experience because he died in an accident. WOW! Guess what? Who are we talking about today? That's right, NATIONWIDE. Sure what they have done is risky but I doubt anyone has called to cancel an existing policy today. In fact, today, there are a large amount of Mom's and Dad's out there having the conversation Nationwide started about safety and prevention. It seems that in today's world the only way to make a point or get noticed is to slap someone in the face and that is precisely what has happened here. Nationwide spent a monstrous $4.5 million, per the Wall Street Journal for 30 seconds and make a point. I've read comments that conclude that nobody at Nationwide could have logically been behind the spots. I highly doubt Nationwide or any other advertiser spent $4.5 million blindly. We may not have liked to hear the message they sent but we sure have. It is not always easy to start a conversation that needs to be had and when we do the immediate reaction can be a negative one. The conversations that follow are the important ones. The elephant is out of the bag and can no longer be ignored.
Henry Ford -
“I know at least half of my advertising budget works; I just don't know which half.”
or
Albert Einstein -
"A ship is always safe at the shore - but that is NOT what it is built for".
Both of these quotes refer to risk. Nationwide took a risk and time will tell if it pays off or not. I'm betting that the conversation will continue over the next month or so and I will be watching to see how it goes. How Nationwide continues the conversation will be interesting. This angle certainly is a change from the safety of Peyton Manning humming a jingle in an ice bath or Jana Kramer in a tight bodysuit replacing stolen or damaged property but it may be just as important for the company as they embark on a message of importance. I for one hope they continue the conversation and we as consumers learn something of importance going forward. In the meantime, I think we should all say thanks to Nationwide for starting the conversation.
