For better or worse, one of our nation’s favorite pastimes has become the commercials that air during the Super Bowl. More times than not, the discussion of the quality of ads overshadows the actual game itself and OMG the image of a blotchy nerd making out with a supermodel is forever burned into my cortex.
In that vein, the Kentucky Wildcats football program took to the Super Bowl airwaves Sunday night in an attempt to create some excitement and anticipation in its fan base. Featuring the voice of new head football coach Mark Stoops as well as an ominous air raid siren, the commercial, which aired only in Lexington, had one simple message: “buy tickets, we’re serious about football” as Cornett IMS, which produced the ad, put it.
I don’t know if it helped sell any tickets, but it was a well-executed and well-intentioned endeavor by the folks at Lexington-based Cornett.
Getting the UK fan base energized over its football team, though, will be easier said than done for the basketball-first school. Splashy ads are nice and all, but boosting a moribund football program will come down to something that’s been in short supply for nearly a century– wins.
The Wildcats have not won eight games in a season since 2007. Just twice in the 97-year history of the program (1950, 1977) have they hit double-digits in wins. There are only seven BCS conference schools that have an all-time winning percentage worse than UK’s .471: Wake Forest (.407), Indiana (.414), Kansas State (.432), Temple (.432), Northwestern (.440), Iowa State (.451) and Oregon State (.463).
In other words, “win some, they will come” regardless of any commercial that may or may not air during the Super Bowl.