Doritos has its share of dogs, including the one which dresses up like a human. And there's the TurboTax four-footer.
Are all these melt-your-heart dogs correlated with the possible coming of hard times? In the legal sector, for example, those big trial lawyers should already be worried. The buzz phrase for the coming economic implosion is "importing a recession." That nasty import will come from China. The January jobs numbers weren't so hot. And those making the commercials, I have a hunch, anticipated this slowdown.
The SuperBowl is our last day of communal joy, excess of all kinds, and the oblivion triggered by watching the team we love lose or win. It is exactly the right event to position and package your product or service with cute and cuddly.
I and my own four-footer, LOV, took in the game at one of those gaudy pizza palaces. They even have old-line merry-go-rounds, along with the video games. We decided against live-streaming via CBSsports.com this year.
Because of the Arizona law prohibiting leaving animal companions in the car, managers look the other way when our pooches dine and shop with us. The males were jumping out of their chair screaming. The women partly watched the game, partly watched their children, and mostly surfed their smartphones. I watched the crowd watching the commercials. I couldn't pick up a lot of engagement.
Perhaps next year media buyers will put more of the budget into advertising on mobile rather than the SuperBowl. The world has changed.