CHRISTIAN PELLVING | Creative Director, Director, Photographer » Media, advertising, communication and new media, Uppsala Sweden

I need to start to say that I like American football. A lot. I watch and listen to games on iTunes or clips on the web at nfl.com. Since I´m in Sweden it´s the best way for me to be updated.

I also like ads, since I´m doing some myself. 

Now to the Superbowl. American football and extremely costly ads – at the same time. It cant be much better for everyone. Or? 

This year it costs $3 million for a 30 second TV spot. GM and FedEx that’s connected to superbowl ads like bread and ham – but they are getting out this year! AdAge and NY Times have talked about this event recently.

Should big advertisers like them stop using the costly spots and move towards social media channels and other channels to save money and get the perfect audiences attention. Or even stop market themself in a manner that they have done for a decade?  To save money. Of course when lay-off is up in the companies you have to, but at the same time you need to sell more, and then one way is to market yourself.

Last year about 98 million people watched the Superbowl XLII, assume that its going to be about the same or accually even more this year. The ads is promoted on fan websites and special developed websites to be watched after the game. There are blogs and reports about the ads before and after every year. Their attention span is long. Before and after.

Why will more people watch this years Superbowl? 

First, American football and superbowl draw people. Entertainment in halftime this year will draw attention. Talented and popular Jennifer Hudson have her comeback and on stage for the first time since the terrible family loss last year. Its huge. And “The boss” Bruce Springsteen is on stage and probably one of the best entertainment for the specific footballer audiense in years. And then – there is the ads. People have been intrested to see the Superbowl only for the ads. Because they are often made specifically for the event, they have a big budget, entertainment and they are often humorus.

This year there have been some changes. FedEx and GM have pulled out their advertising, new products, smaller brands like Denny’s will advertise instead. It could actually be good. For everyone. New players, new times and new products and new ways of living and breathing.

My point is that everyone is into the social marketing right now and that is, or actually, many new channels to use. It’s great and will be even bigger in the future. As of now its still a compliment to regular marketing.  So lets call them the underdog channels for simplicity. But will this recession and new ways of marketing mean the end of “traditional” ads in TV or print ads?

When talking about the Superbowl ads – I don’t think so. To get the 98 million viewes in a very documented audience every year and some others through other channels on the net in the aftermarket its a good way to market your brand. Not for every brand, not for every product but still a major channel. Other event like American Idol final, Lost finale or new TV shows finale will draw the same attention but another audience – it is a perfect opportunity for these TV ads to start off there marketing plan.If the planners use the attention to the ad on Superbowl and use this opportunity on the web in a new format and more info and challenges.

This year the Steelers meet the Cardinals in Tampa. I’m not sure yet how I will see the game with the ads yet here in Sweden. Please help me if you have a solution.

I now for a fact that some ads will be great, some not. They will however get their intended attention.

This year the underdog Kurt Warner from the arizona wilderness and all the cactuses  will make the Steeler look Pittsburgh pale. Cardinals will win. And Superbowl ads will win another year. Will see tomorrow.

Adland have some of the Superbowl XLIII Ads up for a view.

Is “Lugna favoriter” useful as a marketing channel? And for who?

In marketing it’s sometimes about continuity and with safe and reliable/measurable audience, of course. The score for Lugna favoriter on this mark must be very high.

But, how many music songs do they actually air?  Is it 50 or maybe tops 60? Again and again and… What does this tell about the audience? Or is this its advantage and it’s strength.

Who listens to the radio station? What kind of person? According to RAB its target audience is between 25-59 years old, 58% are women and they listen 1 hour and 46 minutes a day. And many workplacelisteners in comparision to other stations. 

To advertise to an audience that requests the same songs every time and doesn’t want to listen to more than 60 songs… even during those 1h and 46min. I guess the advertisers need to use that method as well.

If the audience wants to listen to the same music over and over, I presume they want to listen to the same ads – again and again.

Use the format of Lugna favoriter or similar radio stations as a channel but buy time for a loooong period of time. Maybe even years. Use the same ads or simular ads, perhaps new versions of the same idea. But not too different.

Sometimes the others come in, outside the target audience. They have to pass by a workplace, a hairdresser, a shoemaker, shop or mall. All tuned in to the station. The others doesn’t regularly listening to the station. Some never. They are probably a bit angry and no longer in the mood of buying either at the shop or the products marketed in the radio ads after 10 minutes in the store. It has happened to me.

But can it still be the perfect place to buy radio ads for the target audience, despite the negative impact on some of the others? As long that you advertise as the listeners request – for a long time and with continuity.

In other words;  no change –  be boring! The perfect scenario would be if you have done a great ad in late 90s and you simply reuse it for eternity….

You can listen to it here.  Watch out for Seal and Duffy.

This is going to be huge! And Monte Reid, my friend, is as always the giant english voiceover. Twitch is watching it here.

My family made a christmas photo to send out to our beloved and friends. Its from the left: Nicoline, Sara, Christian, Vidar. The text is in swedish but translates something like this: Hey Hope and Merry Christmas

Build the set in cardboard and made a stop motion ad with my Nikon d300 and a stopmotion software called Dragon. It took a bit longer to make than anticipated, but heck… it was fun.

“Expresservice – Hårda paket”  Cd/Director: Christian Pellving, AD: Mattias Björkbacka, Ljud: Jon Hällgren, Musik: Joyboyz med Anders “Lillen” Eklund, Byrå: Oddville

Went up to my hometown of Östersund and Frösön during the last days of december. It was beautiful, the ice was closing and the trees full of snowstars.

A nose ape jumping over a river, Kinabatangan, Borneo, Malaysia

Kids looking for abandon things, often fallen from trucks.

Phnom Penh, morning traffic.