Monday Morning Quarterbacking...

Last week, The National Football League joined a group of advertisers seeking consumers to generate advertising for their respective brands.

Consumer Generated Advertising started in 2005 with brands such as Timex, Chrysler, and Ban Deodorant developing promotions asking the consumer to come out with the next advertising idea the brand would use.

The NFL, in 2006, is following the footsteps of Chevrolet and Frito-Lay by seeking ideas for commercials to air in the broadcast of Super Bowl XLI on February 4, 2007.

There is something wrong here!

Those who follow the sport of football know the intricacies of the game. Many have played the game at various levels – Pop Warner, High School, and College. Many play Fantasy Football (a great brand!) There are thousands of journalists who cover the sport.

Does this mean that one of these people will be called to play quarterback for an NFL team should they lose all their QBs to injuries during a game?

Not likely!

Yes, all of us are “experts.” Especially, when it comes to advertising. After all, we are exposed to thousands of messages each week. We know which ones we like (very few) and which ones we detest (most of them.) Does that mean, we use only the brands whose messages we like? Not really!

When our favorite NFL team’s QB makes a wrong read and throws an interception, or the DB misses a tackle, the cry goes out, “I could have done that!”

Really?

The same holds true for creating great, or even good, advertising. It takes an experienced professional.

Yes, the consumer should “own” the brand. The advertising professional, not the consumer, should “create and own” the brand advertising.