Look Mom, No Pants.

Last week, I wrote about the Big Idea. The Hook. The Unique Selling Proposition. Whatever you call it, most brands have one. If not, you can always make one up. Don Draper eloquently illustrated that point in his Lucky Strike pitch. (All cigarettes kill you the same way. But with Lucky Strike, at least your delicious lung cookies will be "toasted.")

Lucky you.

He mentioned something else whilst pitching his toasty revelation. Happiness. What is this happiness? It's the human truth dangling in front of his big idea. By focusing on the toastedness (and avoiding any mention of health hazards) he assured people that "everything is going to be okay." In short, he lied. But did he? Some might contest that he merely skirted around the facts and focused on something a bit more pleasant. This, my friends, is why people hate advertising.

I'm glad we cleared that up. Let's talk Superbowl, shall we?

This might have been the best Superbowl since Fallon was herding cats. Why? Well, it certainly wasn't the Vikingless game. Nor was it the production quality, shock factor, big ideas or human truths neatly packaged into 30-second, three-million-dollar bundles. No. It was what people were saying about those ads on Twitter.

From the moment that first :30 graced the screen, my feed was on fire. Opinions. Rants. Praise. Disgust. I saw it all. And you better believe I was contributing. But the most interesting tweet I saw came from local agency, Colle+McVoy: "Team Squawq will be @collemcvoy today tracking the chatter on Super Bowl ads. Join us at: http://squawq.com/superbowl"

Feel free to give it a click. I'll wait.

Pretty impressive, eh? Nicely designed and cleverly branded, they translated total media buy to a simple cost per tweet. Turns out, Frito-Lay won the chatter battle. Their four Doritos spots ($12 Million) got 38,388 mentions on Twitter, translating to $313 per tweet. Not bad, considering CareerBuilder.com spent $6 Million for a mere 1,446 mentions and a staggering $4,149 per tweet. Yikes.

I'm no statistician, but maybe careerbuilder.com should leave the pantslessness to Dockers.

What do you think?