How to Spot Effective Super Bowl Ads

Summary

Summary of "How to Spot Effective Super Bowl Ads" Episode of The Marketing Architects

Release Date: February 4, 2025

---

Introduction

In the episode titled "How to Spot Effective Super Bowl Ads," The Marketing Architects delve into the intricacies of creating impactful advertisements for the Super Bowl—a premier advertising stage known for its high costs and immense viewership. Host Alena Jasper, alongside co-hosts Rob Demars and Angela Voss, explores the blend of strategy, creativity, and research necessary to craft successful Super Bowl commercials.

---

Foundation: Strategy Over Creativity

The discussion begins with a reference to Mark Ritson's insightful article, "Marketing Doesn't Start with Creativity but with Diagnosis," emphasizing that effective marketing begins with a deep understanding of the customer and strategic groundwork before creative elements take center stage.

Alena Jasper (00:32): "Mark Ritson says creativity contributes about 40% to ad effectiveness. But it's really just one piece of the puzzle."

Rob Demars concurs, highlighting the importance of aligning creative ideas with a well-defined strategy, especially given the Super Bowl's diverse and expansive audience.

Rob Demars (02:58): "I think starting with strategy and an understanding of where your brand's at makes a lot of sense, especially for the Super Bowl."

---

The Escalating Cost and Value of Super Bowl Ads

A significant portion of the episode examines the soaring costs associated with Super Bowl advertising. From a mere $37,500 in 1967 for a 30-second spot, prices have skyrocketed to over $7 million in recent years. Angela Voss compares this increase to other inflation-driven price hikes to contextualize its magnitude.

Angela Voss (05:31): "Back in 99, the cost of a Super Bowl spot was $1.7 million. Now it's $7 million—a 337% increase."

The hosts discuss how the Super Bowl remains the most-watched TV event, with 80% of viewers recalling ads, though only half remember the advertised brand. They also touch upon the dominance of beer brands and interesting trivia, such as the game being the second-largest food consumption day in the U.S.

Rob Demars (01:38): "Super Bowl Sunday is the second largest food consumption day in the US after Thanksgiving."

---

When is Super Bowl Advertising Worth the Investment?

Alena Jasper raises a critical question: Is the massive investment in Super Bowl advertising justified? The hosts discuss scenarios where such an investment makes sense, emphasizing the necessity for brands to have a consistent television presence and clear strategic goals.

Rob Demars (07:39): "It's a premium platform, and premium platforms require premium strategy."

They caution against brands that lack a solid TV advertising foundation attempting to make a splash solely through Super Bowl ads, citing the infamous Pets.com bankruptcy as a cautionary tale.

---

Principles of Creative Effectiveness

Transitioning to creative strategies, the team outlines key principles that contribute to effective Super Bowl ads:

1. Immediate Attention Grabber: Ads must captivate viewers within the first few seconds.

2. Brand Consistency: Maintaining recognizable brand elements to ensure clarity and recall.

3. Emotional Engagement: Evoking strong emotions, whether humor, nostalgia, or inspiration.

4. Cultural Relevance: Tapping into current cultural moments or the event itself to enhance relatability.

5. Strategic Integration: Ensuring the ad aligns with broader marketing strategies and long-term brand goals.

Angela Voss (10:41): "If you are going to spend this kind of dough, you better show up. You better have spots that nobody has seen before."

Alena Jasper adds the importance of consistency across advertising channels post-Super Bowl to maintain the ad's momentum and enhance its effectiveness.

---

Spotlight on Exemplary Super Bowl Ads

The hosts highlight several Super Bowl commercials that epitomize creative effectiveness:

1. Doritos Time Machine (2014):

   • Rob Demars (17:01): Describes a heartfelt narrative where a boy offers his Doritos as payment for a ride in his homemade time machine, blending brand relevance with universal humor.

2. Google Loretta:

   • Angela Voss (19:15): Praises this ad for its seamless integration of the product with storytelling, resulting in high YouTube engagement and positive brand sentiment.

3. Cereal Killer (Hypothetical Example):

   • Alena Jasper (20:43): Mentions a light-hearted ad featuring Michael Cera and Sarah Voss, highlighting its distinctive assets and emotional appeal.

4. Coinbase QR Code (2022):

   • Angela Voss (12:42): Appreciates the unconventional approach of using a bouncing QR code, demonstrating that simplicity and innovation can capture audience attention effectively.

Alena Jasper (19:05): "The Google Loretta spot hits all the principles. It makes me feel good about the brand."

---

Interactive Trivia: Mental Availability Match

To engage listeners, Alena introduces a trivia segment where she describes well-known Super Bowl ads, and the co-hosts attempt to identify the brands behind them. Highlights include:

• 1984 Apple Ad Directed by Ridley Scott:

  • Rob Demars (22:24): Identifies the iconic ad featuring a woman smashing a giant apple.

• Bud Light Office Workers on a Conference Call:

  • Initially confused, they clarify it as Bud Light, correcting Budweiser.

• E-Trade Baby:

  • Recognized for its memorable depiction of a baby speaking like an adult.

• Coinbase Bouncing QR Code:

  • Successfully identified by Angela Voss.

This segment underscores the longevity and cultural impact of effective Super Bowl advertisements.

---

Conclusion

Wrapping up, the hosts reiterate the significance of strategic planning, creativity, and emotional resonance in crafting Super Bowl ads that not only capture immediate attention but also leave a lasting impression. They encourage marketers to integrate these principles to maximize the return on investment in one of the most competitive advertising arenas.

Alena Jasper (24:49): "If Google did that every year, I wouldn't mind some heartfelt ads."

The episode concludes with a nod to future discussions on creative effectiveness and an invitation for listeners to engage with their content across platforms.

---

Notable Quotes with Timestamps

• Rob Demars (00:00): "This is where big creative ideas should really ladder into a larger strategy."

• Alena Jasper (10:41): "If you are going to spend this kind of dough, you better show up."

• Angela Voss (19:15): "The Google Loretta spot hits all the principles. It just hits all the points."

• Alena Jasper (24:49): "If Google did that every year, I wouldn't mind some heartfelt ads."

---

This comprehensive exploration offers valuable insights for marketers aiming to navigate the high-stakes environment of Super Bowl advertising, blending research, strategic advice, and real-world examples to guide effective campaign development.

Transcript

[Rob Demars]

This is where big creative ideas should really ladder into a larger strategy. So the goal is relevance with as many people as possible because there are a lot of people watching.

[Alena Jasper]

Marketing Architects hello and welcome to the Marketing Architects, a research first podcast dedicated to answering your toughest marketing questions. I'm Alena Jasper. I run the marketing team here at Marketing Architects, and I'm joined by my co hosts, Rob demars, the chief product architect of misfits and machines, and Angela Voss, the CEO of Marketing Architects.

[Angela Voss]

Hello.

[Rob Demars]

Hey guys.

[Alena Jasper]

We're back with our thoughts on some recent marketing news. Always trying to root our opinions in data research and what drives business results. The super bowl is in just a few short days, and since we are a TV agency, we couldn't really resist producing some super bowl content. And one thing that's tough every year about covering this game is by the time you see the ads, review them and comment on them, it's kind of old news. So we thought we could get ahead of things this year by sharing what you should look for when you watch the ads this Sunday. But we'll start, as we always do, with some research. I chose a work article from Mark Ritson because I wanted to have sort of a reality check before we start a very creative focused podcast. It's titled Marketing Doesn't Start with Creativity but with Diagnosis. And this is a summary of a talk that he gave at Cannes last year. In that talk, he challenges the idea of creativity as the ultimate driver of marketing success. He says it's critical, but it comes at the very end of the process. Marketing starts with diagnosis, understanding your customer, doing market research, and understanding what your brand means to people. From there, it's all about strategy. Who you're selling to, how they perceive you, and what you want them to think about your brand. Creativity is really relevant after this groundwork is laid and it contributes about 40% to ad effectiveness. But Ritson warns against over glorifying it and I wanted to bring that up because this episode is focused on creative effectiveness. But it's really just one piece of the puzzle. And everything these brands did leading up to their super bowl commercials is much more important. But let's have some fun with some data. I have some specific stats that you can maybe bring to your super bowl watch party this weekend to impress and more likely annoy your friends and family. The cost of a 32nd Super bowl spot started at just $37,500 in 1967. This year it is over 7 million. The Super bowl is the most watched TV event and 80% of its viewers typically report remembering the ads, but only 50% recall the brand that was advertised. Beer brands have historically dominated super bowl ads, with Anheuser Busch spending over $500 million on ads since 2000. The longest Super bowl ad was a five minute spot by Chrysler in 2011. 80% of Super bowl ads are teased or released online before the game to maximize impact. And finally, Rob, you'll like this one. Super Bowl Sunday is the second largest food consumption day in the US after Thanksgiving. And we Americans consume 1.4 billion chicken wings during the game.

[Rob Demars]

Yikes.

[Angela Voss]

Every day is the largest food consumption day in my world.

[Rob Demars]

Goodness. Lots to unpack there. Lots of data. I like what Mark says, just in terms of starting with strategy and an understanding of kind of where your brand's at. I think makes a lot of sense, especially for the super bowl with know the audience just being notably larger and more diverse compared to regular NFL games. I don't know that people realize how much larger the audience is and more diverse. We all of course show up to super bowl parties and such, but it's a 10x viewership event and compared to a regular season game and the demographics shift markedly. Obviously there's an increase in female viewership during the super bowl in recent years. The most substantial growth has been among women aged 18 to 24. So that's happening. And so for brands it's, this isn't just about reaching more people. You have this opportunity, this unique opportunity event to engage with a more diverse audience. And so when you think about the strategy from a brand perspective, are we going to speak to the consumers that are maybe already purchasing our product or service? Or do we have an opportunity to really kind of broaden messaging and create appeal and relevance with a new group of individuals?

[Angela Voss]

Yeah, it's definitely a signature event, but you just gotta go 7 million, $7 million. And that's for a 30 second commercial. And you know, how many are 60 seconds that are running? You know, it's $14 million. And I was thinking about that when I heard $7 million. And I'm like, golly, you know, I'm old. I started my career in the late 90s. And so I was thinking, gosh, you know, like how much has a gallon of milk increased in cost since 1999 is 21%. A postage stamp since 1999 is increased by 100%. That's a lot, right? A movie ticket also 100%. Car has increased 137% and a gallon of gas has increased by 175% since 1999. Right. And back in 19, I mean, I thought the price of a Super bowl commercial was already astronomical. So what percent increase do you guys think it is? A Super bowl since 1999. So gas was 175% higher since 1999. What do you think? Super bowl spot, the increase in cost.

[Rob Demars]

Yeah, it's a good question. So 67. It was 37,500. I don't think this has been a linear increase.

[Angela Voss]

No, I don't think so either. And all this math is from chat. Chatgpt. So, Blaine. Okay, Altman, if I have it wrong, but.

[Alena Jasper]

So it's probably wrong.

[Rob Demars]

Yeah. I mean, geez, back in 99, I was in high school. What was the cost of a Super bowl spot? Two million. A million.

[Angela Voss]

Yeah, it was. It was 1.7 million. So it's 337 higher than. And so you just go, wow. You know, when you think about all these other relative costs, the super bowl just continues to demand. Right. It's relentless.

[Alena Jasper]

Well, I think every year we have less and less of those types of viewership opportunities, so it probably has become more valuable.

[Angela Voss]

Point. I mean, what will it be 10 years from now? You know, I mean, we'll be sitting there going, gosh, 32nd is $15 million. Like, that's just. Which means then if you run a 60, you're running $30 million for a TV. I mean, come on. Wow.

[Alena Jasper]

Yeah. Maybe 10 years from now, the advertising will look totally different. We'll all be sitting in the metaverse. Seen our own custom super bowl commercials.

[Angela Voss]

Absolutely.

[Alena Jasper]

Which some could argue will be less effective. But part of the. Part of the power of a Super bowl ad is like, everybody saw it. We all saw the same ad. And you can all talk about it. Absolutely.

[Angela Voss]

It's a shared experience.

[Alena Jasper]

Right. Well, that's cool, Rob. That's some great serious math. Yeah. We'll see if anybody fact checks you on that. But I'm going to assume that.

[Rob Demars]

That you're right.

[Angela Voss]

I'm going to assume that Sam Altman had it right.

[Alena Jasper]

Well, before we get into what you should be watching for with this year's commercials, I wanted to talk about just advertising the super bowl in general and when it might make sense or not make sense, because it's not always worth that high cost that Rob was just talking about, there are a lot of stories of flops from the Super Bowl. I'm sure that a lot of us have heard a few. One of the famous ones is pets.com went bankrupt nine months after spending millions on a Super bowl ad in 2000. So, Ang, when do you think it makes sense for a brand to invest in a move as big as the Super Bowl?

[Rob Demars]

Yeah, I think with that pets.com one as well, I feel like I remember that was one of the spots that really had a struggle with brand recall on that. So not to say that that's the reason they went bankrupt, but I don't think it's a uniform set of criteria that answers the question for a brand of whether or not a Super bowl spot makes sense. I do think that it's hard for me to argue that it makes sense if that brand is not at least semi consistently using television. You're gonna come to the big stage, on the biggest stage with the highest cost. That doesn't make a ton of sense, but it can be an incredible opportunity to drive visibility, create buzz, you know, cement your place in culture. Depending on what your brand is, it doesn't make sense for everyone. It's a premium platform, and I think premium platforms require premium strategy. You know, so when a brand has a clear goal and has the resources to follow through, are they trying to launch a new product? I think I had read Cheetos is doing that this year with a new flavor or bringing back an old flavor. Are they entering a new market?

[Angela Voss]

Going to be cheese again?

[Rob Demars]

I think. I think it was maybe cheese pizza or something like that. You know, are. Are they trying sort of transcend their category, create a new category? Was there a bold objective that really aligns with the scale of a Super bowl event? But I think without those strong foundations and a clear understanding of existing audience versus potential audience expansion strategies. We had talked earlier and back to kind of Mark Gritson's comment. So if you're going to play on that stage, I think you need to be playing the long game. Your ad shouldn't just be memorable for that moment, but create lasting mental availability, have the resources to continue to push that message out into the market, make sure that it ties back to your brand, drives business outcomes. Beyond that, you know, final whistle of the super bowl game.

[Angela Voss]

It is a bet, that's for sure.

[Rob Demars]

It is. It is. It's a big one.

[Alena Jasper]

And I think it's great advice that if you're going to advertise in the super bowl, you should be a consistent TV advertiser to begin with, because TVs a different sort of channel to get right and to have effective. So if you're working with a team and a brand that's already figured out the messages that resonate and you've got some experience on tv, people are already a little bit familiar with your brand. It's probably going to set you up for success more than, like, your whole move for TV is just a Super bowl seems riskier. Well, let's talk about creative effectiveness principles, because I think it could be fun to kind of review what should brands be using, what should we look out for to try to predict when you're watching this weekend, what are going to be the more effective advertisements that come out of the Super Bowl? I asked all of us to come prepared with some principles we believe are important to keep in mind. So, Rob, do you want to get us started?

[Rob Demars]

Sure.

[Angela Voss]

I just learned a new trick that when you're going to debate something, argue both sides, and then you can't be wrong. I'm going to actually present two sides to what I believe how to make a very compelling super bowl commercial. So the first is, if you are going to spend this kind of dough, you better show up. All right? I mean, if you're already in for 7 million or 14 million, like, okay, you better show up. I mean, you better have spots that nobody has seen before. I still marvel when I'm watching the super bowl and I see a commercial I've already seen, like, a month ago. I'm like, really? Like, you didn't think about getting a new tuxedo when you went to the prom? Like, come on now, you wore that last year. Come on, you can. You can do better. I mean, this is the time to show up big, to bring in the celebrities, the crazy remarkable strategy, the great production value. I mean, if there was one time to show off, it's here. All right, so that's one side of the equation. Then I'm also going to argue the other side of the equation and go, man, this is the one I actually get the most excited about, is how do you just really blow people's minds with something that's completely unexpected, completely contrarian? And the example that comes to my mind, and I'm sure many people's Minds, is in 2022, when Coinbase did the QR code spot while everyone else was doubling down on celebrity and high production value. They have a spot with a bouncing QR code that broke the Internet, and it cost them the amount of amount and dew that they had to give some editor to make a bouncing QR code on a screen. I mean, that was brilliant. Now, granted, they baited people with, I think, like, 15 bucks in Bitcoin. So maybe that's where they dumped all their, their money. But I guess the point being, I think in both cases, you are on objectively the world's largest advertising stage, so you better show up.

[Rob Demars]

Totally agree. If I've seen this spot before and I show up and see it during the super bowl, it feels like a mess.

[Angela Voss]

You actually get pissed because you're like, I'm actually wanting to watch TV commercials right now. Like, I actually could care less about the football game. I want to see some. Something remarkable.

[Rob Demars]

Right.

[Angela Voss]

It's like that out again.

[Alena Jasper]

Like, yeah.

[Angela Voss]

And I don't know if. Is that the local feed or something that's feeding into the. I don't know.

[Rob Demars]

But like, no, I, I don't think so. I think when that's happened, it's been national. But it's a good point. Like, your goal is to keep attention during this break, and that's a, a great way to not have that if consumers have seen it. The other thing that I think is rooted in a, in a great idea, but sometimes falls short is when you see brands that buy multiple spots, maybe they've got one leaning into the super bowl and then they've got two spots, one during second quarter and one during fourth quarter, and there's a story that they're trying to thread throughout. Sometimes those fall short because if you didn't see the first one, you don't understand the second.

[Angela Voss]

Right.

[Rob Demars]

And you're left kind of going like, I, I didn't get that one. And this is the time where you really want relevance and you want understanding of whatever that story is, which I think ties back again to a bit of a broken record. But, you know, this is where big creative ideas should really ladder into a larger strategy. So the goal is relevance was with as many people as possible because there are a lot of people watching. And then just simple things like we've talked about recently and we were talking about creative effectiveness of getting the full credit of your spot. Some marketers, to your point, Rob, are doing 60 second spots, so presumably 10 to 15 million. And for the first 50 seconds of the spot, if we don't know who this ad is for, that is honestly. And act of violence by the marketing team against the brand that they work for.

[Angela Voss]

Oh, my gosh.

[Rob Demars]

Yeah, it's crazy that. And it happens a lot.

[Angela Voss]

Such a good point. I'll also throw out there because I can. I've always been a proponent of, as you guys have, and we beat the drum on this a lot that how important audio is in a commercial. And I gave an example of a commercial that didn't actually have an audio track coinbase in terms of having a voiceover. But I think that this is the one. This event is so unique where you don't have an eyeball problem with the Super Bowl. You know, it's a different level of focus that you have with the consumer. So how are you not doubling down on that somehow?

[Alena Jasper]

I agree. Those are all good points. I had a couple of things that are similar. Like Rob mentioned, grabbing attention, obviously, how do you do that right away? And I had written down consistency. Make sure it looks like your brand and if you have distinctive assets, show them and don't share them. Every year there are like multiple brands who use the same celebrity. And to me, that'd just be a non starter. If I was working with a celebrity in the super bowl. You cannot work with anybody else, only me. Like, you are my distinctive asset.

[Angela Voss]

It's so confusing. Yeah, it's so confusing. You're like, oh, yeah, you start mixing.

[Alena Jasper]

Brands and then, yeah, simplicity and clarity. Please don't spend all this money. And then I don't understand who you are or what you do. Something to look for immediately after the super bowl is just consistency of that same ad. Are they continuing to run it? Like, do you see integration across other channels that's going to improve effectiveness. Some type of emotion, you know, make me laugh, make me cry, just don't make me indifferent. I think most super bowl ads try to take swings. There this is something interesting. My team was reading some creative effectiveness research. I think it was from work, and they talked about how the most effective TV ads, they have a clear storyline teed up in the first five seconds. So just the first few seconds, some. There's some kind of setup. You kind of know where it's going. There's some tension. And then finally, and you mentioned this just being like, culturally relevant. We're going to cover a study later this week about effective super bowl creative. And I won't give it all away, but the best ads are relevant to like a current cultural moment or the game itself.

[Rob Demars]

Those are great ones.

[Angela Voss]

Those are really good.

[Alena Jasper]

So we just shared, what should you keep your eyes peeled for on Sunday? Let's share some of the actual examples of super bowl commercials that we thought were highly effective creatively. So, Ang, do you want to get us started?

[Rob Demars]

Yeah, I actually went. I went back in time a little bit. I didn't know what you guys were going to bring to the table and thought, you know, it might be fun just to go back about 10 years and refresh my brain as to some of the ads that were in and around the 20131415 time period. And I found and remembered the Doritos ad that was used during the Super bowl in 2014. And so it was called Time Machine. We might not remember this one, so I'll just describe it a little bit. But there's an individual, a man walking down the street, he's eating Doritos. You see right away, he's eating Doritos. So like brand relevance. Right at the very beginning, we know who we're talking about. And there's a little boy that has built a time machine out of this big cardboard box. He asked the man, do you want to get in the time machine and go back in time or go into the future? I guess it is. And it's his way to get the Doritos because that's the payment to get into the machine from the individual. And it's really cute, like super warm hearted. The man really plays into it and is like, oh my gosh, I'm going back in time. And I think a couple of things there that stand out to me A, it was just entertaining but I think again, broad relevant event with the Super Bowl. So while traditionally Doritos targets younger consumers, this is a family viewing event. And this time machine ad has this playful tone, this sort of universal humor, I think appeals to parents and potentially even older viewers who might buy Doritos for parties or for their kids. A lot of folks watching the super bowl aren't watching it for the game, they're watching it for the ads. And so you've got a non sports fan relevance there. And then I think it played into women. I don't know how much men loved it, but it was just super cute, this little boy who is creating this magic time machine. And so I thought it was really well done. I would. If you just Google Doritos time machine, I'll pop right up in YouTube.

[Angela Voss]

But check that one out. I don't remember that one. But then again, I don't watch a Super bowl, but I do watch the ad. So no, I'm, I'm excited to take a look at that one.

[Rob Demars]

Yeah, it's a good one.

[Angela Voss]

Yeah. You know, I've got one that, that I almost get choked up when I bring it up and it's the Google Loretta spot. And I get choked up not as, even as much about the content, but just by how damn good the ad is. You know, it just, it hits all the principles. You start off with Google branding, but it's not forced on you because they're using the product, right? You see the search bar, you hear this really compelling voiceover of an older man, and you see the product being demoed for the entire commercial, yet you want to watch it. You're brought along with it. You see the, the storytelling that's going into the product. It's. The product is inseparable from the story, which we all know is really the, the gold standard if you can make it magical. Right? And it's a magical product demo. And, and after the fact, it got so much talk value. You know, it was one of the higher rated clicks on YouTube after the, the Super Bowl. So it, it met its effectiveness measure. Great demo. And just made me feel good about the brand. Google.

[Alena Jasper]

Rob, you put this spot into our chat before this episode and all you had to say, I just saw Loretta and I immediately knew what spot it was. That spot made me cry when I saw it. It still makes me cry whenever I watch it. And yeah, it's also one of my favorite ads of all time. It's so good.

[Angela Voss]

So good.

[Rob Demars]

What's yours, Elena?

[Alena Jasper]

Mine's a little bit lighter. So this was a spot last year in the Super Bowl. I'm sure we all remember it. The Michael Cera Sarah V spot. So this just nailed, like distinctive assets and emotion because Michael Sarah, he's recognizable, he's liked, but he wasn't really associated with any one brand before the game. So this hook into his character was instant. And obviously the wordplay on Sarah and Sarah V was genius. Clear, memorable, and then it tied directly back to the product. The product was the hero throughout the ads. Just very funny, I think just like a perfectly, like, organized and executed super bowl ad, which I can appreciate. And again, I've noticed this before about marketing ideas, but I would have loved to be in the room when someone was like, hold on a second, like Michael Cera and like, what a just like a genius, like, obvious but amazing idea.

[Rob Demars]

That was, that was a good one. It was funny.

[Alena Jasper]

All right, well, I thought it might be fun to end this episode with some trivia because I haven't done a game like this for a while on the show. So I'm going to name this the mental availability match and I'm going to describe some well known super bowl spots and we'll see if either of you can guess what brand was behind the spot.

[Angela Voss]

Do it.

[Rob Demars]

Okay.

[Alena Jasper]

All right. Do we understand. Does anyone understand the rules?

[Rob Demars]

I think I get that question was to me.

[Alena Jasper]

Yeah.

[Rob Demars]

No, I, I don't know, I think you might smoke me on this one.

[Alena Jasper]

Yeah, it's whoever can answer first. And I know that there's a delay sometimes, so we're not really gonna know who actually won the contest, but that's fine. Okay, first one in this commercial, a young woman with a sledgehammer smashes a giant apple. There you go. Okay, one point.

[Rob Demars]

No chance on that one. That's an Easy1.Apple 1984.

[Alena Jasper]

This ad featured a group of office workers throwing paper wads and yelling, what's up? On a conference call?

[Rob Demars]

Bud Light. You're right. Bud Light.

[Alena Jasper]

I feel like Ang might have gotten that one first.

[Angela Voss]

But she said Budweiser.

[Rob Demars]

I did say Budweiser.

[Alena Jasper]

I mean, technically, my answer was Budweiser. Maybe it is technically Bud Light.

[Angela Voss]

It is Bud Light.

[Rob Demars]

Yeah. Parent company versus the brand.

[Alena Jasper]

Okay. A baby.

[Angela Voss]

We're. All right.

[Rob Demars]

A baby.

[Alena Jasper]

A baby. Speaking like an adult E Trade. Okay. Rob's, like, crushing it. Okay. A horse kneels in tribute to the statue bush. Okay. Budweiser, I think, is technically correct.

[Rob Demars]

Yeah.

[Alena Jasper]

This is for Angela.

[Rob Demars]

All right.

[Alena Jasper]

A boy dressed as Darth Vader tries to use vws. Oh, and I thought you were gonna get that one because you love that ad.

[Rob Demars]

I didn't get that one.

[Alena Jasper]

This ad featured a simple, colorful, bouncing QR code that grabbed coinbase. Okay, I'll give that one to Ange. I heard her first, but Rob kind of walked away with that one. Fun. All right, well, you got all of them, though. Yeah, yeah. There wasn't a single one you missed, so. Hey, power of a well done super bowl ad. Those are all a mix from different years, and we knew all of them.

[Angela Voss]

Who directed the Apple spot?

[Alena Jasper]

I don't know.

[Rob Demars]

Who?

[Angela Voss]

Ridley Scott.

[Alena Jasper]

Oh, wow.

[Rob Demars]

Wow.

[Alena Jasper]

That is an iconic ad. It is also, I think the E Trade babies are a slept on, distinctive asset. Those are fun.

[Rob Demars]

Did they do that last year, too?

[Alena Jasper]

I remember them playing tennis. Oh, they have them in, like, a tennis match or something.

[Rob Demars]

I can't remember.

[Angela Voss]

It's such a great campaign. You talk about distinctive assets, and it's like, holy smokes, that thing has had legs. I mean, they just keep, you know, bringing that. Who doesn't want to watch a baby talking like an adult? It's just.

[Alena Jasper]

It's always funny.

[Angela Voss]

It's no matter what.

[Alena Jasper]

That was like. In one of our spots, we put adult heads on babies. It's like, it's never not funny.

[Angela Voss]

It's never not funny. And slightly creepy.

[Rob Demars]

I mean, that's another principle that we didn't talk about, is not Just consistency after the super bowl for the next, you know, X number of months or whatever. But you can hear the arguments in the marketing department about whether or not the idea is old, you know, and should we do it again?

[Angela Voss]

Yeah. Yeah.

[Rob Demars]

But it works, you know, it works.

[Angela Voss]

Yeah. Bring the damn baby back.

[Rob Demars]

Totally.

[Angela Voss]

And you'll. You'll be in the top 10. That's. That's it. Like, don't make it hard, but in any situation, have it. Talk about trading stocks. Everyone will laugh.

[Rob Demars]

America's not sick of the baby. Just keep. Keep going.

[Alena Jasper]

Yeah, I wouldn't mind if. If Google did that every year. You know, they haven't really had an ad like Loretta. I wouldn't mind some heartfelt. I mean, Google probably use more of that with their brand, so maybe they should bring that back.

[Rob Demars]

The Clydesdales. I mean, my favorite. Totally.

[Alena Jasper]

I resisted talking too much about the Clydesdales on this episode, but.

[Rob Demars]

Oh, I just love the Clydesdales. The one after 911 just. Oh, gosh, hit me.

[Angela Voss]

Yeah, I'm not a Clydesdale person, you.

[Rob Demars]

Know, I don't know if we can be friends anymore.

[Angela Voss]

I'm waiting for the Clydesdale to, like, fart or start talking, you know, Like, I need. I need something else to happen here, but I know it works. Hey, I'm an expert. In my opinion. It's just, you know, I prefer the farting horse.

[Alena Jasper]

Well, the next time you get to direct a Super bowl ad, Rob, I'm sure they'll love to hear.

[Angela Voss]

Yeah.

[Alena Jasper]

Your ideas. That's it for this episode of the Marketing Architects. We'd like to thank Taylor De Los Reyes for producing the show. You can connect with us on LinkedIn. And if you like the podcast, please leave us a review. Now go forth and build great marketing. Marketing Architects.