What makes a successful Super Bowl ad — Benjamin Shapiro // I Hear Everything
Benjamin Shapiro
I Hear Everything
- Part 1What brands should buy Super Bowl ads — Benjamin Shapiro // I Hear Everything
- Part 2 What makes a successful Super Bowl ad — Benjamin Shapiro // I Hear Everything
Show Notes
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02:34What makes a good Super Bowl adA successful Super Bowl ad captures everyone's attention, making the room go quiet as people focus on it. The real measure of a good ad lies in the post-game discussions and buzz it generates, beyond traditional marketing metrics.
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04:43Ingredients of a successful Super Bowl adSuccessful Super Bowl ads often feature celebrities and social engagement around the ad leading up to the event, like stunts or giveaways. Lastly, tapping into a universal human truth, while staying authentic to the brand's personality, is crucial for an effective Super Bowl ad.
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09:36The importance of authenticity and relevance in Super Bowl advertisingSuccessful Super Bowl ads stem from a thorough process of sourcing and refining ideas over time. Marrying the brand's unique traits with a relatable human truth creatively and memorably is crucial for effective ads that resonate with audiences and stand out from the competition.
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12:17Pitfalls to avoid in Super Bowl adsAvoiding politics in Super Bowl ads is crucial, as the internet's power is undefeated, and controversial content can backfire. While comedy is less risky, it's essential to consider the context of a Super Bowl party and viewers desire to feel good.
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15:30Maximizing Super Bowl advertising impactBrands need a 360-degree approach from activating in-store promotions to leveraging social media and PR. Social-centric campaigns with influencers and people sharing and retweeting the content help to activate the media beyond the initial ad viewing.
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19:17The unique impact of Super Bowl advertisingSuper Bowl ads bring people together in a communal viewing experience, creating a shared sense of excitement and emotion. It's one of the few times during the year when people come together to watch something together, creating a shared cultural moment.
Quotes
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"I know a Super Bowl ad is good when the room gets quiet, everybody is paying attention to the ad, and then people are talking about it after. To me, those are the KPIs of a Super Bowl ad." - Benjamin Shapiro
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"Puppies and sex appeal can captivate audiences, but if it's not relevant to your brand, it doesn't work." - Benjamin Shapiro
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"Super Bowl viewers are at parties, amidst friends, in lively conversation. No one wants a Sarah McLachlan 'Angel' moment with a dying dog-type ad. It just makes people feel bad when they want to feel good." - Benjamin Shapiro
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"The Super Bowl is the only time my wife and I watch a football game together. Otherwise, she hates football. That sense of community is impactful and why that audience is so special." - Benjamin Shapiro
- Part 1What brands should buy Super Bowl ads — Benjamin Shapiro // I Hear Everything
- Part 2 What makes a successful Super Bowl ad — Benjamin Shapiro // I Hear Everything
Up Next:
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Part 1What brands should buy Super Bowl ads — Benjamin Shapiro // I Hear Everything
Benjamin Shapiro, CEO and Executive Producer at I Hear Everything, delves into Super Bowl advertising 101. The Super Bowl is not just a sports event; it's become a cultural phenomenon, pulling in over 100 million viewers. For brands intent on becoming culturally relevant, Super Bowl advertising offers a unique opportunity to make a strategic investment in long-term brand building. Today, Benjamin discusses what brands should buy Super Bowl ads.
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Part 2What makes a successful Super Bowl ad — Benjamin Shapiro // I Hear Everything
Benjamin Shapiro, CEO and Executive Producer at I Hear Everything, delves into Super Bowl advertising 101. The most successful Super Bowl ads leave a lasting impression on viewers, sparking discussions long after it’s initially aired. Brands that win at Super Bowl advertising adopt a 360-degree approach, leveraging social media and PR efforts to maximize the impact beyond the initial airing of the commercial. Today, Benjamin discusses what makes a successful Super Bowl ad.