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Super Bowl

Lee Clow, Apple, ’1984′ Win Again (Sorta) in Our Next Super Bowl Q+A

Well, we wanted more, we got it, and our latest quickfire–and we mean quick–Super Bowl Q+A comes to us from Chris Graves, who’s spent 10 years at Team One, where he currently serves as chief creative officer, and ten years prior to that at TBWA\Chiat\Day. Answer away, sir, and we appreciate you not being overly biased considering your resume.

Is the ever-increasing Super Bowl ad cost really worth what’s now a $4 million spot? Is there an advantage or disadvantage to releasing ads to social media ahead of time?

Because of the huge investment, marketers are looking for ways to leverage their assets beyond the actual spot. This can extend the life of the commercial and generate a lot of early conversation and interest. Of course, on the flip side, if you release a bad ad ahead of time, you’ll only make it worse. An early release has actually become a great litmus test for an ad.

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In Today’s Super Bowl Quickfire Q+A, a Brand Union Exec Just Gives Us the Faves


No need for drivel because we’re sure you know the score if you’ve been checking out the site this week. As we lead up to Super Bowl XLVII, the agency feedback keeps pouring in. This time, Jamie Ambler, executive creative director at WPP-owned The Brand Union makes it quick and painless, giving us his list of favorite Big Game ads and why they’re on it.

Some of the Best Super Bowl Spots

I learned a long time ago that when you work in advertising, people expect you to watch and critique the Super Bowl commercials. This includes relatives and friends who want to know if you worked on any of them. “Hey, did you do that commercial with the lizard for Geico?” (I wish).  Or, “I love that beer commercial with the guy at the party–did you do that?”

As a creative in advertising, the worst thing you can say on the day after the big game is that you weren’t really paying much attention to the commercials. I confess that I actually have said that. No apologies, though. Some years, they’re generally terrible, with a few bright spots, and other years, they’re way more entertaining than the lopsided games.

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Inspired by Super Bowl (and Chance of Free Bagels), DGC Staffers Try to Prove Shop’s ‘Awesomeness’

Yep, you read that right and you can try to figure out the Super Bowl correlation after viewing video submissions from “Team Winning” and “Team Beatz” the two factions at New York-based PR agency, DiGennaro Communications, who are trying to prove how awesome their shop is (like you haven’t seen something like this before). Why? Free bagels, of course.

Though some of you may think otherwise, the DGC camp insists this effort is not a “professional advertisement” for their company, going somewhat on the defensive via YouTube yesterday saying that these are instead videos “made by employees for an internal competition and was a fun, scrappy way to show our team spirit.” We’ll reserve judgement on the matter, but dammit, this is what always goes down when bagels come into play.

Here’s Today’s Quickfire Super Bowl Ad Q+A, this Time with Wing CCO, Renata Florio

Ask and ye shall receive as our Super Bowl-related agency inquiries keep pouring in. Our latest quick Q+A is with Renata Florio, who’s spent the last 18 months serving as chief creative officer at Grey Group unit, Wing. Prior to her current gig, the Brazilian native served as ECD at StrawberryFrog Sao Paulo. Anyhow, let’s talk Super Bowl, shall we?

Though plenty have already been revealed, what ads are you most excited about and/or looking forward to this Super Bowl?

I’m most looking forward to watching the Coke Chase follow up. I have seen the Coke Chase online, so I’m very curious about the follow-up spot that will run right after the game, showing who won the competition according to the Facebook fans’ choice.

Is the ever-increasing Super Bowl ad cost really worth what’s now $4 million a spot?

When it comes to a memorable opportunity as the Super Bowl break, there’s no expensive/not expensive discussion. It’s all about heart value, mind share and a recall that can last forever. The Super Bowl is such an important “catwalk” of the TV advertising business that’s it’s worth every cent.

How important are the digital tie-ins to the TV spots, i.e. mobile and social, is value increasing?

You can’t talk Super Bowl today without planning Social Media engagement. People already say “Have you seen on Facebook the Super Bowl ad that Coke will show in the actual Super Bowl?” It’s a weird sentence but a true and exciting reality. Super Bowl begins online now.

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Op-Ed: To Excel at Super Bowl Advertising, Watch ‘Game of Thrones’

The closer we get to Super Bowl XLVII this Sunday, the more frequent the agency output it seems. Our latest entry comes from Camilo La Cruz (@akaJuanSmith on the Twitter), a six-year RAPP vet who currently serves as EVP, director of experience & innovation design at the agency. As his headline tells us, Cruz cites a certain fantasy novel series-turned-hit HBO show as one that could provide the ideal inspiration for those choosing to advertise during the Big Game. Take it away, sir.

The Super Bowl continues to prove its value to marketers who understand how to make the most of a rich digital landscape. The most sophisticated advertisers know that they are dealing with a changed television environment where increasingly complex narratives are extended by several layers of interactive and social experiences.

Take Game of Thrones, the HBO series with a cult following and one of the most effective digital ecosystems on television. The show offers the typical multi-layered narrative that is signature of 21st century TV. It also offers fans a few important apertures that are relevant to marketers seeking the highest return for their Super Bowl dollars.

Today’s successful TV shows offer a great benchmark for Super Bowl marketers and an opportunity to reflect on the importance of the proper digital ecosystem alongside the potential cost of opportunity of business as usual. In this sense, to craft a powerful Super Bowl experience, consider the following paths:

#1 – Plot Your Engagement Bell Curve

Consider the Super Bowl as the highest point in an experience that begins and ends weeks, if not months, prior and after the big day. To drive maximum viewership between seasons HBO has been releasing and improving platforms like HBO Connect where fans of shows like Game of Thrones come together around anything from an unstructured social conversation to orchestrated live discussions with cast and creators of the show.

One example of this line of thinking is Coke’s social gaming experience created for this year’s Super Bowl. At the center of the experience is a spot called “Mirage” that has multiple possible endings. Coke fans can decide which ending appears on the big game by voting and engaging on a series of activities that will be progressively unlocked as the event nears. This last part being a key point of differentiation versus other brands who have typically relied on contests, voting, and other submission-driven experiences with no link to a bigger narrative.

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Ravens, 49ers, and the Commercials that Define Them


We spend the weeks before the Super Bowl watching loops of highlights and anticipating how popular brands will use their four-million-dollar ad slots, but rarely do we do both at the same time. However, this year is special. After we’ve trampled on all obvious storylines—the retirement of Ray Lewis, Harbaugh genetics, Kaepernicking, etc.—the real clue to Super Bowl XLVII may come down to a pair of Visa commercials from five months ago.

Visa launched their NFL Fan Offers campaign in the fall, giving football fiends the chance to win prizes like Super Bowl tickets or a hangout session with John Madden. To promote the program, Visa ran two significant commercials: one for the Baltimore Ravens, and one for the San Francisco 49ers. With respect to DVR, you may be vaguely aware of NFL Fan Offers, because FOX and CBS ran the commercials so many times each Sunday that I was almost ready to petition for the “Can You Hear Me Now?” guy to come back in their place.

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Audi’s Super Bowl Spot: Let’s Get Some Ass at Prom!

Audi and VB+P are traditionally all about appealing to consumers’ inner-adolescent with their Super Bowl ads. Remember when vampires were a big deal? Audi remembered, so they put vampires in their Super Bowl spot last year. However, as the Twilight film series has ended, Audi and VB+P are telling a bit more of a timeless story with this year’s installment, “Prom (Worth It).”

We open on a classic American pastime, a young lad about to go to prom who, judging by his lack of date, is a loser. His dad, in a surprising move, allows him to take his sleek Audi A6 to the big dance. This isn’t the only unrealistic part of the spot, as the boy ends up making out with his crush and getting a shiner from her boyfriend. It’s not exactly the kind of bold move I support, especially as the boy doesn’t seem to ask permission from his female victim. But, according to Audi, who cares? He took what he wanted, and was rewarded. There’s nothing more American than that.

The campaign, which uses the #BraveryWins hashtag, doesn’t seem to be targeting suburban high-schoolers like the protagonist in “Prom,” and instead aims at fathers who are fearful that their spawn may never get any action. In any case, it’s cute enough to be a crowd-pleaser, but I hesitate to think that this will be one of the Super Bowl’s most talked-about ads. Credits after the jump.

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Here’s Yet Another Quickfire Super Bowl Q+A, This Time with a Carmichael Lynch Exec

Our pre-Super Bowl coverage rolls along as we bring you yet another quick Q+A with an agency exec, this time with Carmichael Lynch’s Joe Germscheid, who’s been with the Minneapolis-based IPG agency since 2009 and currently serves as partner/director of consumer engagement.


1. What ads are you most looking forward to this year?
Since so many of the ads have been released already, I’d have to say I’m looking forward to the way the public reacts to a few, instead of the ads themselves.  For example, we’ve all seen the Mercedes teaser with Kate Upton.  Since so many people got in a tizzy about it and really thought it was their actual ad, I wonder what the buzz will be when they see a completely different one with no car wash?  (Hint, only we will notice – no one else will care!).

2. Is the ever-increasing Super bowl ad cost really worth the price?
Yes.  Where else are you going to get 111 million people to watch the same thing all at once and hardly anyone using a DVR?  P.S. the cost isn’t $4 million yet, maybe next year.

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And Now, Your Weekly Video Miscellany

With the Super Bowl around the corner, you can expect the annual onslaught of teased ads, brands’ attempts to maximize bla bla here’s this week’s videos.

6.GoDaddy’s ads, which typically blow harder than a 747 on takeoff, are the pariah of the Super Bowl. Not this year, however, as the brand finally stepped away from hot chicks into the realm of product benefit. And humor. And Danica Patrick is finally used in an intelligent way. Maybe I like this ad because the previous spots were so bad. (h/t Business Insider)

5. SportsCenter + Swedish Chef + Henrik Lundqvist (hockey player). That’s all you need to know.

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And Now, a Quickfire Super Bowl Ad Q&A with an Agency ECD

Our pre-Super Bowl coverage continues, this time with a little insight from Tripp Westbrook, who’s actually not a character from Knots Landing, but in fact the partner/executive creative director at Dallas-based agency, Firehouse. Conjuring up the words of Padma Lakshmi, here’s a quickfire Q+A regarding the Big Game with Westbrook, who’s worked as a creative director at GSD&M  and an ACD at Fallon prior to Firehouse.

What ads you’re most looking forward to this year?
I’m trying to go into it with no expectations and just let them wash over me. Yes, I think that might be best.

Is the ever-increasing Super bowl ad cost really worth what’s now $4 million a spot?
Wow, that’s certainly a big number to try and get a return on. However, I think that for the right client with the right execution, it’s certainly possible to generate PR, and talk value, that far exceed the actual media cost. The value can get amplified even further if you leverage other digital/social assets to work hand in hand with it.

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