Most Super Bowl ads failed before they aired. Dr. Marcus Collins explains why. We break down the Super Bowl as a cultural spectacle: the ads, the Bad Bunny halftime show, and the Levi's strategy that no one is talking about.

Key takeaways:

Why Marcus felt bad for every marketer who ran a Super Bowl ad this year
The Lay's ad was beautiful. Marcus saw a father handing his daughter a lifetime of debt.
How Levi's turned a 30-second spot, a stadium, a popup, and a halftime show into one integrated play
"This is not a 32-second ad. This is a constellation of nodes that together tell the story only Levi's could."
What Anthropic understood about the group chat that OpenAI and Google missed
Bad Bunny performed for 120 million viewers at home, not the 70,000 in the stadium, and that was the point

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Every Brand Spent $20M on 30 Seconds. Levi's Bought the Whole Super Bowl.