Sarah McLachlan makes fun of her uber-depressing save-the animals spots for an Audi Super Bowl teaser spot. In it she sings some made up song about a made up animal.
With each passing year the salivating frenzy to get earned media trumps the actual Super Bowl more and more. I wonder why they just don't release all the Super Bowl spots early at this point, since they've failed to see the whole conceptual point of the Super Bowl. I don't want to be teased. I don't want a taste. I want to be surprised during the game.
Whatever earned media you get is destroying the surprise. Instead of rapt attention because I don't know what I'm about to watch, instead I look and say, oh it's that Sarah Mclachlan spot. And make no mistake, that is what people will say first. If you're lucky they'll remember what car brand it actually was.
The other thing is, when you give me a spoonful to start, the taste of that spoonful better be amazing, otherwise you're only going to make me not want to finish the rest.
In this case, you already lost me at "Sarah McLachlan parody."
Agency: Venables Bell and Partners