Joe Hale’s Post

"How do you like them... donuts?” I've been looking at the Super Bowl 'best of' ads lists, and no one agrees on which ads were the best last night. No one! I've never seen such a wide range of opinions on Super Bowl ads. My favorite commercial - the Dove 'Hard-Knock Life' commercial, which shows girls playing sports and getting knocked around and then hits us with the powerful message: Hard knocks don't stop girls playing sports... low body confidence does. Let's #KeepHerConfident - doesn't even show up in most lists! I think the best commercials are the ones you remember the next day. So, what do you remember today? State Farm: "Like a Good Neighbaaa"? Dunkin': "The DunKings"? Skechers: No, Mr. T? CeraVe: I am Cera… Ve? I think the Dove ad has legs. I can definitely see them continuing with their Keep Her Confident campaign in the coming year. (It began in October of 2023) I wonder how many other Super Bowl commercials that will be true for? #superbowl #advertising #marketing

It seems like there’s a growing trend of major brands tapping into nostalgia by revisiting their past successes. #NostalgiaBasedMarketing In this Spot: Pepsi revamping its iconic “We Will Rock You” commercial in collaboration with Paramount releasing Gladiator 2 are great examples of this. Both brands have strong cultural resonance, and they’re using these memorable moments to engage audiences once again. By teaming up for an NFL kickoff ad, they’re likely trying to combine the power of nostalgia with the excitement of football. (Mirroring the high-profile creativity you’d expect from Super Bowl commercials by the way) A rather clever way to blend nostalgia with the high-energy atmosphere of sports marketing. This approach helps brands rekindle emotional connections with long-time fans while appealing to new generations who might not be as familiar with the original content. Love it. #creativestrategybreakdown

Brands leaning into their investment of the NFL first game of the season. #events 🏈 This on the heels of declining paid social ROI for years, one could view this advertising trend broadly as Broadcast Marketing, or as the continuing trend of companies doubling down on their investment in Event Marketing, in this case sporting events. 🤔 #advertising #marketing

This year’s Super Bowl ads were…not it First and foremost, I want to clear: Everyone who worked on a Super Bowl ad is a hero. You fought hard, worked counteless hours on these ads, and probably had to deal with so many setbacks and ideas being on the cutting room floor. Hats off to you 👏 However, I also want to be objective. Going into this year without spoiling previews, taking in reactions from friends and non-ad people, it felt like that there weren't that many ads that felt punchy. They were great, but they could have had more impact on the big day. My collective thoughts: 1. Way too many celebrities. WAY too many. 2. Celebrities were not used in anyway that was great. Only two that stood out to me was Audrey Plaza and Arnold with their delivery, and barely Ben Affleck 3. It was hard to recall which ad was for which brand overall. Insights were awesome individually, but I feel like overall there was some distinctivness missing. 4. You could tell brands were playing it safe. We were told it was going to happen too. But man, it hurt to see how MUCH they played safe. Please feel free to tear me down or provide your thoughts in the comments. #advertising #strategy #SuperBowl #superbowlads #football

“Sports is still an advertiser’s delight,” Bob Iger (Disney CEO) Super Bowl 2024 exceeded all expectations, captivating the attention of football enthusiasts and non-fans alike; you are bound to hear, read and/or watch it across platforms. Personally, I look forward to the halftime show every year. Since few days have elapsed since the mega-event, it is evident that the Super Bowl remains the pinnacle platform for advertising, with companies competing for a limited number of slots to showcase their products to millions of consumers. Here are some (outrageous) facts on marketing and advertising that were quite something to read: 🏈 The 2024 Super Bowl earns most viewers for any telecast since moon landing in 1969 🏈 A 30-second commercial on CBS costs $7 million. 🏈 According to StubHub's ticket resale website, this year's Super Bowl will be the most expensive in history. The average ticket price is around $8,600! 🏈 Taylor Swift's association with Travis Kelce has contributed to a significant boost in the viewership of the NFL, resulting in a remarkable surge in the value of his football team, rising from $166 million in October to an astounding $331.5 million by late January, nearly doubling its initial worth. 🏈 An increase in advertisements specifically targeting women, with the inclusion of NYX and e.l.f. cosmetics in the ad-breaks, marking their debut appearances during the event. 🏈 There were fewer automotive commercials this year, but those in the mix focused on showcasing new electric vehicles. 🏈 This year, consumer packaged goods like Oreos, Pringles, Mountain Dew, Doritos and M&Ms dominated the ad line up. 🏈 There were plenty of celebrity endorsements from the likes of Christopher Walken, Ben Affleck, Beyoncé, Quinta Brunson, Jenna Ortega, Kate McKinnon and Jennifer Aniston. #SuperBowl #Marketing #Advertising

This year, brands are shelling out $7 million for 30 seconds of airtime, on Super Bowl. Is Super Bowl advertising really worth it? As per a research article by Kantar it apparently is totally worth it. “Every $1 spent on a Super Bowl ad reportedly yields a return of $4.60.” The first Super Bowl in 1967 a 30sec airtime for Super Bowl ad costed $42,000. So this year, 2024, brands will be spending whooping 165x more than in 1967. #marketing #advertising #SuperBowl #branding #strategy

#SuperBowl advertising. Fun, but empty. With the big game looming this weekend, our US Managing Director, Mike Silver is discussing the key to a successful spot... "Most brands follow the same playbook year-in, year-out. Building their ads around one (or all three) of the following: 😎 Surprise celebrity appearances 📺 Nostalgia 🎤 Self-deprecation Everyone looks and sounds the same. It’s fun, sure, but empty. If a brand wants to be truly successful, they need to stop focusing on outdoing their peers. They need to say something that lives and lasts with real people." Which Super Bowl ads have stayed with you? Let us know in the comments. #SuperBowl2024 #SuperBowlAdvertising #TVC

Tonights Super Bowl LVIII is expected to shatter viewership records in the U.S. and could even become the most watched sports event ever around the world. The highly-anticipated match up between the San Francisco 49ers and the Kansas City Chiefs will be shown in 190 countries. CBS, the network airing the game, has already sold out its #advertising inventory by the end of last year, with a 30-second ad reportedly going for between $6.5 and $7 million. Advertisers expect to reach a Football audience of over 115 million viewers, with even more people dialing in for the #SuperBowlLVIII Halftime Show, sponsored by Apple Music for a second consecutive year following a decade-run by PepsiCo. The most anticipated ads include commercials by AB InBev, Molson Coors Beverage Company, Volkswagen, BMW, Toyota North America, T-Mobile, Verizon, Snap Inc., Microsoft, E.L.F. BEAUTY, L'Oréal brands CeraVe and NYX Professional Makeup, Unilever's Dove, Kellogg Company's Pringles, Uber eats, DoorDash, Popeye's, Mondelēz International brand Oreo, and Google Pixe. more insights regarding these and other commercials in adweeks dedicated #superbowl ad tracker page.

In a world where there is so much emphasis on attribution and ROI, with majority of (any) spend under a microscope, throwing down $2MM for a spot on The Sphere in Vegas seems ludicrous. I know the game is in Vegas so the number of eyeballs will increase, and this comes from a separate “bucket”, but I don’t see how anyone can justify this cost. Joe Pompliano was there a breakdown anywhere on expected metrics? JLL Digital Solutions Advisory #jlldsa