The Super Bowl bullshit is coming hot and heavy now. MediaPost has a doozy... "Super Bowl audiences are in a hot state of mind; Will your ad resonate?" Firstly, I hate the word "Resonate" almost as much as I hate the word "Awesome." We are advised that Behavioral Economics tells us that people are in either hot or cold states of mind depending on what they’re experiencing at the time. Hot states – also called visceral states – can relate to physical forces like hunger, thirst or sex drive. In a hot state, you’re working on an emotional level, and rational reasons for making choices are almost meaningless. Your brain simply can’t hear them. In other words, if you are in the middle of red hot sex, you can't respond to a Bud Light ad. Super Bowl is the time to speak to the audience’s passions, to move them, to connect your brand authentically to their deepest feelings and the causes that resonate with them. Again, a load of bollocks.
It's getting "Hot" in here.