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Beyond the Biz; B-to-b ads weak in game-day performance.(Briefs)
B to B, February, 2004
B-to-b Super Bowl spots made a poor showing in an online poll conducted by AOL in the wake of the annual football and advertising extravaganza. The day after the game, with more than 1 million votes cast, the leading b-to-b ad was Staples' "It Was Easy,'' which featured an office supply manager extorting doughnuts from co-workers in exchange for paper clips and the like. The Staples ad was in 21st place. FedEx Corp.'s "Jenkins'' spot, featuring an alien who still understood the power of overnight delivery, placed 29th. IBM Corp.'s "Prodigy III'' ad placed 40th. Microsoft Corp.'s "School'' placed 41st. Anheuser-Busch had the top six places in the poll. "Donkey,'' about a donkey who wants to be a Clydesdale, nailed down the top spot.
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