BrandSniper: Corn Refiners Association

By now you've probably seen at least one, and perhaps all three, of the ads that the Corn Refiners Association is running.

Each follows the same format: Character A bristles at the notion of serving or consuming a food or beverage because it contains high-fructose corn syrup (HFCS), and "you know what they say about that."

Character B asks Character A to explain. At this, our protagonist is reduced to a stammering fool, until Character B sets him or her straight on the facts about HFCS (including such gems as, "Nutritionally, it's the same as sugar" - well, consider me reassured!). Each ad then invites the viewer to "get the facts" at SweetSurprise.com.

The ads are clearly meant to change perceptions of HFCS. But I'm wondering if they don't do more harm than good. Because in order to change a negative perception, that negative perception has to exist in the first place. I was rather indifferent about HFCS before this campaign, but the ads have been running in such heavy rotation that I'm now convinced that HFCS must be truly awful, and I will avoid it at all costs.

I'd guess there are many more like me: People who didn't know there was a problem with HFCS, or didn't give it much thought, until the Corn Refiners Association - hardly a credibly impartial body - went out of its way to let us know that it's fine in moderation, etc., etc.

One might question the wisdom of presenting negative brand associations to an audience that was unaware of them in the first place.

Client Shout-Out: Douglas Lyon

It's been my pleasure to work these past several weeks with Doug Lyon.

I first met Doug circa 1994, when I was brand manager for Airheads candy, and hired GSD&M (Austin, TX) to be our lead agency. Doug was a creative director on the account, and came brimming with energy and ideas. He also "gets" brands and branding on a visceral level like few people I know.

Doug started his own award-winning agency, Lyon Advertising, around the same time I started Three Deuce in 1997. We've teamed up to serve several of his clients over the years. He's still running Lyon Advertising, but lately he's also found the time to launch a couple of consumer brands for which he has tremendous passion - a line of gourmet tortillas called Paqui, and a high-end collegiate sports apparel brand called Douglas Lyon. It's this latter brand where I've been able to share some strategic thinking with Doug.

If you're a fan of collegiate athletics at all, I urge you to visit www.DouglasLyon.com. Doug's passion for college sports is made tangible in this clothing line, and he's designed and created a line of shirts that are all about the details - high-end silk, subtle patterns unique to each school, and a super-comfortable fit. Shirts are created in limited-edition runs, and he's developing an ever-expanding number of schools and designs.

The shirts are a unique way to show off your passion for your school, and they make a great gift. Check 'em out!

Super Bowl Ads: A Brief Post-Mortem

So the "results" are in:

* According to the USA Today Ad Meter - a survey of 288 volunteers in Portland, OR, and McLean, VA - the most-liked Super Bowl ad was the Doritos "crystal ball" spot, followed by the Budweiser "circus horse romance" and "Clydesdale plays fetch" spots.

* According to Nielsen IAG, the most-liked ad was Bud's "fetch" spot, followed by Doritos' "crunch causes things to happen" and "crystal ball" spots.

* According to Matthew Fenton, none of this is worth a thimbleful of vinegar.

Calling an ad "best" based on how much it is liked is akin to granting someone a Ph.D. in mathematics because they've mastered 2+2. Likeability is easy. Motivation is far more difficult, but it's the only valid measure of an advertisement's worth.

Bob Garfield, the resident ad reviewer at AdAge, really dropped the ball in his post-game video review. He gave a few spots (Hulu, Denny's) high marks simply because they made him laugh. (Never mind that Denny's "free breakfast" offer barely registered amidst the gangster gag.)

And he noted, with regret, that the ad he believed would generate the strongest ROI was the least "creative" in the bunch - the Cash4Gold spot with Ed McMahon and MC Hammer. Despite his number of years in the biz, Garfield apparently still struggles with the idea that creative notions may actually be subservient to business results.

Some other thoughts and observations about this year's crop of Super Bowl ads:

* Coke and Pepsi apparently got hold of the exact same piece of marketing research, and now they're fighting the Battle of Who Can Smile Most Convincingly. To be fair, this battle started a few months back, but seeing them both mine the same vein on a major stage was a little jarring. From where I sit, Pepsi's "optimism" take seems truer to its positioning and heritage.

* Vizio and Telefora both took the unusual step of insulting the very people they're trying to motivate. Addressing those who don't own a Vizio TV, this spot contained the jaw-dropping line, "good thing we're not counting on you for a stimulus package." This is Copywriting 101; someone should be fired for drafting this copy, and someone should be fired for approving it.

* For my money, the Taco Bell spot - with the guy who meets the girl at the party, immediately calls her, and then introduces her to his parents - was indicative of everything that's wrong with Super Bowl advertising: All gag, no substance. Can anyone remember the new menu item that ad presented? I had to review it a second time online for it to register.

The general consensus is that the ads failed as entertainment, which is the best thing that could have happened. It's past time to let the air out of this particular balloon.