Back in February during “the big game”, there were two commercials with surprisingly similar creative executions. Both Dockers and CareerBuilder had spots that featured men without pants.
These two spots aired back-to-back in the same commercial break. During the Monday morning advertising quarterback critiques, Lil Miss Jen had a refreshing change on Super Bowl ad blog posts from the media placement viewpoint rather than the typical “more monkeys” creative viewpoint. One of the points in her post was about how sloppy the CBS media scheduling was to allow these two similar ads to be scheduled like they were.
Seems that CBS thought so too because they gave Dockers some free make-goods earlier this month. My question at the time was, “What about CareerBuilder?”
According to a story on AdAge.com, CBS’ answer is to treat one advertiser differently than the other…
CareerBuilder said it was engaged in discussions with CBS as well. Now, despite the discussions, CareerBuilder says it does not expect to benefit from a similar arrangement, and is frustrated by that outcome.
The Super Bowl is “the focal point of commercial advertising,” said Richard Castellini, chief marketing officer of CareerBuilder, in an interview. “You would think that as much due diligence and as much pre-thought-out placement and trafficking would be given to this as possible, and it just doesn’t seem like that was the case.”
While there are several other reasons given in the AdAge story for the disparity, this just doesn’t seem fair to CareerBuilder. If I were an exec at CBS, I’d be nicer to CareerBuilder. If network TV keeps going on the track it’s on, the CBS execs may need CareerBuilder’s services in the future.