What makes a successful Super Bowl ad — Benjamin Shapiro // 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.