The Super Bowl always brings attention to a slew of new commercials produced to air during the game's annual high demand, high cost time slot. 

Some ads become cornerstones of new campaigns; others are high concept messages (or failures) and are never seen again. With that in mind we thought we'd take a look at some data management messaging in television ads coming from, for this article, SAP, IBM, Microsoft, Xerox and Intuit. Most of these spots aired during Sunday's events, but if you're a TV viewer you'll have seen them already.

We're tackling this story for fun and because we know big software and hardware vendors are sending high-level messages about data and information management to corporations and consumers with varying effectiveness.

Whether you're "Building a Smarter Planet," heading "To the Cloud," or just want to "Run Better," you are being pitched data trends big and small. Some of the products extolled actually exist. Other promises in these ads don't exist yet or aren't clear -- and neither is the messaging or whom it is intended for. 

We admit it's a tough assignment for an ad agency to figure out cloud computing or big data. But this is, literally, what they are saying to you and the world. Beholden to no one, we spun the wheel and it told us to lead off with SAP.


SAP "Run Better"

Speedboats, motorcycles, corporate jets, snowboards and Fender Stratocasters are brought to bear in this ad to bear, heavily as we can see, lots of unexpected action, noise and nervous energy to SAP's transactional and analytic platforms.

SAP has been posting hip-looking "Runs On" billboard ads in airports for decades, but all the live action in the TV spot ratchets the effect. There's clearly some image recasting going on to pour some extra coolness onto Teutonic data management.


SAP Run Better


SAP had the benefit and was smart enough to include fashionable customer names like Speedo, Harley-Davidson, Burton (snowboards) and Hasbro into its advertising. Considering the company's client list it can do this all day long but we'll give the ad agency props for somehow making ERP look edgy.

Next: IBM's "Smarter Planet"


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