Sure, you can reach the common man by targeting him through his love of football. For instance, you can talk TV like Sears:
or beer like Coors Light:
But if you really want to hit home with your target, then you have to go someplace a little deeper. That’s right, I’m talking tailgating. It seems there are a slew of ads out there that are using tailgating as the creative platform to reach men. Here’s a sample:
Toyota has a “Great Moments in Tailgating History” campaign they are running on the NBC sports website.
Allstate (client) is using a character called Bergwood to support their college football sponsorship:
Here’s one for Kingsford charcoal from 2008http://www.youtube.com/watch?v=-6oYeqGLTy8[/youtube]
I actually like all these spots, but at some point the tailgate platform will start to become cliche. It will be time to pull out a deeper consumer insight. That reminds me of the original MasterCard (client) Priceless ad from about 10 years ago:
That’s still a powerful commercial because it taps into a real insight that will still be true in 50 years.