How Can Brands ‘Win’ the Super Bowl?

Saatchi NY CCO Taras Wayner on creating spots whose impact last past the big game

Every year at this time, our industry obsesses on the same question: Which brand is going to “win” the Super Bowl? And the press asks, “What’s the most memorable Super Bowl ad?” and “Does funny or emotional advertising win in the Super Bowl?”

While the technologies we use to connect brands to customers have expanded far beyond traditional advertising platforms, we still treat the Super Bowl as a traditional platform. We too often approach the big game as merely a spectacle of ads, something that captures our attention between plays on the first Sunday in February. Sure, we try and extend it a bit by pre-releasing, teasing and executing live events and stunts, but it stays very insulated. We continue to judge a brand’s success in the Super Bowl through the two-dimensional lens of how it showed up during commercial breaks in the live event. We then rank and judge who won based on the immediate reactions of a group of fans and say things like, “I told you humor wins the Super Bowl.” After the game most of us immediately move on only to start fresh (in a year’s time) with new briefs with the exact same goal of winning the Super Bowl.

What if we reimagine the entire Super Bowl marketing experience and reevaluate how Super Bowl success is judged and measured?



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