After running back-to-back ads in the Super Bowl utilizing the same creative theme -- people walking about without any trousers -- CBS has agreed to give one of the marketers involved additional ad time to make up for the gaffe, according to a person familiar with the situation.
I noticed the similar ads when they ran during the Super Bowl and wondered if any make-goods would be offered. Interesting that CBS chose to offer them only to Dockers.
But the underlying issue is this: the creative just wasn't original, and it was juvenile. Sure, underwear is funny (using giant-sized underwear was one of my all-time favorite gags when I was mascotting), but when everybody starts dipping into the same joke well, it's time to move along or risk what Dockers is experiencing - no one will remember your message, especially if someone else has a better crafted message (even if they're not competitors or even in the same category, as is the case here.) And in this case, the CareerBuilder underwear spot wasn't even new. It was Dockers with the wholly unoriginal idea. CareerBuilder should be the one getting the make-good. Actually, the Super Bowl audience should be the one getting a make-good for having to put up with either spot.
And CBS should know better, too. They know exactly what order the spots will run in the Super Bowl and all the spots are screened ahead of time. You would think somebody would have clued in to the similarity of the spots. I guarantee that if there had been two lighting farts commercials back to back, there would have been hell to pay.
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