George Parker is the perpetrator of Every week he shares his opinions on the advertising world with PSFK.

Last week, in my column “Managing Expectations” I wrote about the contrast between the ways Apple controlled the conversation prior to the launch of the iPad, versus the way that increasingly, the TV spots on the Super Bowl have been run to death before the event actually takes place. At the time of writing, 2.30 PM on Sunday February 7th, kick off time is still two hours away, but the pre-game shows have been running since 7.00AM this morning. This means that most of the rabid fans are so shitfaced by now, they’ll probably pass out before anyone touches the ball.

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