What 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.
About the speaker

Benjamin Shapiro

I Hear Everything

 - I Hear Everything

Benjamin Shapiro is Founder & CEO at I Hear Everything

Show Notes

  • 02:34
    What makes a good Super Bowl ad
    A 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.
  • 04:43
    Ingredients of a successful Super Bowl ad
    Successful 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.
  • 09:36
    The importance of authenticity and relevance in Super Bowl advertising
    Successful 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.
  • 12:17
    Pitfalls to avoid in Super Bowl ads
    Avoiding 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.
  • 15:30
    Maximizing Super Bowl advertising impact
    Brands 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.
  • 19:17
    The unique impact of Super Bowl advertising
    Super 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

  • "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

  • "Puppies and sex appeal can captivate audiences, but if it's not relevant to your brand, it doesn't work." - Benjamin Shapiro

  • "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

  • "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

About the speaker

Benjamin Shapiro

I Hear Everything

 - I Hear Everything

Benjamin Shapiro is Founder & CEO at I Hear Everything

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