Episode 10

full
Published on:

12th Feb 2024

Big decisions with Big Stakes at the Big Game

It’s the day after the Super Bowl, so there’s no better time for Monday morning quarterbacking. Brian and John share some fun facts surrounding America’s biggest viewing party and, of course, make their own snap decisions about winners and losers of the ad game. Hear about some of the surprising financial implications of Super Bowls throughout the years. Plus, Brian and John hand out awards and admonishments with their take on this year’s commercials.

Key topics & chapter markers 

(00:42) Big money, in and around the game

(03:37) Super Bowl ad costs, now and then

(06:26) Beyond the air time: what brands spend to create their ads

(10:12) Releasing ads before the game…a love/hate story

(11:55) Our first ever Super Bowl advertising awards

Connect with Brian and John on LinkedIn:

https://www.linkedin.com/in/brianmarks13/

https://www.linkedin.com/in/john-l-young/

Transcript
John:

Morning, Brian.

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Brian: Good morning.

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Welcome.

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John: Happy post Super Bowl to you.

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Brian: You as well.

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The big game.

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What'd you think?

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John: I had a hard time caring

about either one of those

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teams last night, to be honest.

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Brian: Yeah, yeah, me too.

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The game wasn't very good until

the end, but, , always a fun time.

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John: I went for the ads.

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I stayed for the ads.

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I took my breaks during the game.

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True story.

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Brian: a lot of, I think a lot of

people, uh, were in that bucket.

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John: Well, this is our, this is

our special post Super Bowl ad

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review special, so let's get going.

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Brian: Yeah, let's do it.

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I was just fascinated by the, amount

of money these brands are spending,

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uh, just even getting the game.

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John: Yeah, the amount of money

spending to get in the game and also

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just the sheer revenue that's generated

around the game is astounding to me.

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Last year it was six hundred million

dollars, In ad sales went to Fox this

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year, CBS likely to get that as well.

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And that doesn't include all the other

stuff that goes around just the ad sales.

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There's so much more than that

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Brian: Yeah, it's a

juggernaut, to say the least.

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John: to say the least.

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I saw a stat that, Super Bowl

spending nationwide for food,

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drinks and decorations was 16.

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5 billion last year.

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Brian: my

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John: amazing.

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Brian: We'll wait for the first

trillion dollar Super Bowl impact.

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It's coming soon.

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John: Yeah, and there's gambling around

it, uh, what, what gets spent locally

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on hospitality for the host city, ticket

sales, let me just drop in the bucket.

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But last year that was 66 million went to

the NFL just on ticket sales for the game.

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and that's probably the smallest piece

of money around this whole thing.

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. Brian: I know.

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I know.

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The amount of money, and being in Vegas,

just like, you know, with everything

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being, supersized, it just keeps

getting bigger and bigger and bigger.

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And what do you think about

the, uh, the amount of money

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spent on the halftime show?

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John: Ooh, well, I don't know

what it costs to produce.

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I haven't seen that figure.

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I was curious to see how much Apple

pays to do it, uh, 50 million a year

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for five years just to host that thing.

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Which.

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I mean, how many, how many music

subscriptions do you have to

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have to make that worthwhile?

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Brian: You know, even the non

football fans, they, they rush

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to the TV during that, that part.

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So, uh, Are they getting

their money's worth?

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Probably.

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If you get that many eyeballs

at one time, it's probably worth

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it, but it's a lot of money.

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John: It is a lot of money.

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And you're right, people do come back.

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But if they didn't come back

beforehand, they didn't see the

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big Apple branding coming in,

they probably saw it coming out.

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But I think, did Usher really

reinforce the Apple music brand?

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In his performance in any way?

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I didn't notice.

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Maybe he did.

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Brian: There's probably some better,

integration of that, that Apple could

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do, you know, and maybe they do,

some things with like playlists or

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syncing some things up, but, you know,

if you're gonna, but it's about 12

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minutes long or something, that's a,

that's about 24 commercials or, but,

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John: Good point.

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Good point.

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So it's a bargain then, you're saying,

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Brian: Yeah.

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John: 24 times the seven million

dollars per spot this year.

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Yeah, they saved money.

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Half price, basically half

price for the halftime show.

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Brian: Nice.

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Well, John, I got a stat for you.

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Uh, so on the, on the, on the regular

ad, the 30 second ad, obviously it

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is a lot been reported on, you know,

7 million for a 30 second spot.

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that's 233, 000.

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Dollars a second.

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So I'm going

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John: for for non football fans

who tune in and ask the question

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What what what societal problems

could be solved for all this money?

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Don't think about two hundred thirty

three thousand dollars per second okay,

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so as expensive as it was to, to run a

spot, uh, this year at 7 million per 30

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seconds, 30 seconds back in 1966 for Super

Bowl one cost advertisers about 42, 500.

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So bargain.

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Brian: Yeah, I saw that uh in

today's money That's it's only 000

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John: What a steal.

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Brian: so John what was

the first Super Bowl?

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To go over a million dollars a spot

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John: Ooh.

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Uh, boy.

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I kind of think I remember

when it happened, but I don't

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know when that was, 90, 1990.

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Brian: 95.

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John: Ooh, okay.

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Took a while.

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Brian: Yeah.

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John: hey, I got, I got a quiz for you.

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Back to Super Bowl one.

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Brian: Okay.

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John: Think you can name,

I'll make it attainable here.

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Two advertisers.

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Brian: Oh my

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John: Two advertisers who

showed up in Super Bowl one.

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What do you got?

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Do you guess?

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Brian: General Electric

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John: Good guess?

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No.

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Brian: Ford

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John: Yes.

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Brian: really

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John: Yep.

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Brian: interesting and I'm

gonna throw one more out there.

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What about uh, Can we say Coke?

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Is there like a, a beverage brand there?

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What do you

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John: is a beverage brand, uh, I

don't think Coke, um, Budweiser.

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So anyway, this is, this is not

super comprehensive because there's

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apparently one remaining copy of the

broadcast of Super Bowl one in an

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individual possession NFL doesn't own it.

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but, know, academics have reported that

Ford Chrysler RCA, RJ Reynolds tobacco.

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Remember that, McDonald's

Budweiser in Goodyear.

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we're all in Super Bowl one.

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I don't know if the ones you guessed

weren't, but those were definitively they

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are sourced as yes, they were in it.

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most of them were sexist as hell.

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I watched the Goodyear spot.

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It's amazing.

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Brian: if there's a Joe

DiMaggio coffee spot.

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John: Exactly.

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so anyway, you, you, you were

about to, tell me more about the,

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the, the inflation costs, I think.

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Brian: Well, yeah, I mean, uh, one

of the things that I'm interested

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in seeing is, when will be the

first 10 million spot at Super Bowl?

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And, you know, if we're going off

of this, trajectory, you know, in

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95 it went over a million dollars,

million in:

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5 million, uh, in 2021, I think by 2030,

we're probably gonna 10 million spot.

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Super.

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John: think you're right, especially

since it continues to be the only,

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home, , for, live TV viewership.

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They're the biggest draw

for that these days.

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I looked at the year by year pricing,

uh, which is why I kind of knew.

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Um, roughly when it went to a million,

it was flat this year, but did you know

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that there are only, there've only been

four years where the price went down?

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Brian: Really?

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John: Yeah.

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And when I say down, I mean

like, you know, from 5.

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6 million to 5.

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5 million.

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So like 1 percent decrease,

2 percent decrease.

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Yeah.

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1984, 1996, 2007, 2021.

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All those years, the, the.

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Price for 30 went down.

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Brian: Interesting.

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John: Yeah.

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Handful of years were flat,

including this year, but, um,

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generally it goes up, up, up, up, up.

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Brian: That's only, that's

only part of the story though.

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I mean, not much more that goes behind an

ad than just buying them buying the ad.

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John: Yes, which I think people would

be shocked to know how much it cost

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to produce some of these things.

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Brian: Yeah.

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So, so let's talk about some of

those, uh, some of those things

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that go into actually, you

know, putting the ad together.

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John: Yeah.

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I did some digging.

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It's hard to find.

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production costs, actual average

production costs for a 30

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second commercial nationally.

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but you can assume it's got to be pushing

up on a million dollars, um, average.

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And that's not necessarily

just a Super Bowl commercial.

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That's just, you know, average national

TV commercial, probably pushing a

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million dollars by the time you pay for

shooting, editing, talent, all that stuff.

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But Super Bowl is special, right?

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Because you've got all these

celebrities showing up.

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Brian: Yeah.

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You gotta make a, you

gotta put a stamp on it.

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John: And I think you were keeping

track during the game of just how

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many celebrities were popping up.

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I think I knew probably, I

don't know, half of them.

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I I didn't even recognize.

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Brian: You know, there's, there's

just celebrities that, you know, like

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immediately there's the celebrities

that, kind of are like retro celebrities.

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Then there's these adjacent celebrities.

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Uh, and so it, there's a fascinating,

melting pot of celebrity in these ads.

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And, uh, you know, part of it probably is

like, you know, who can I get my hands on?

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So, So, but there's, those

celebrities make some, some

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nice money on those commercials.

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That's for sure.

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John: Uh, yeah.

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So last year, Ben Affleck got paid almost

10 million to do the Dunkin Donuts ad.

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Now that, that's a little skewed because

that included him and, his production

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company actually was behind it.

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Creating the spot.

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So yeah, yeah.

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So he and he and Matt Damon have

a production company together.

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And so that 10 million fee kind

of covered some of that too.

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So it's a little blurry, but bigger

stars generally are getting one to 3

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million I read, which is kind of amazing.

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Brian: Yeah.

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And the celebrities have a

lot of fun with, with getting

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in these ads, which is great.

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but that's not such a

bad, paycheck either.

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John: No.

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And then there's the music, which

again, it's kind of hard to know

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exactly how much that costs.

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But, back in, uh, back in 2019, for

the Super Bowl, uh, basically you're

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looking at a hundred thousand dollars

to license a lesser known song with

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kind of limited usage rates up to three

quarters of a million, 750, 000 for

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what you would consider to be more of

an iconic song with a longer usage term.

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So, you add that in, you add in

the celebrity talent, you add the

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production and then agency fees.

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Brian: Yeah.

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Yeah.

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John: Generally speaking, unless you're

running an in house shop, which still has

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costs associated, you've got agency fees

that probably run you, God, at least half

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a million dollars by the time you, you

spend all the time to, to produce a spot.

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Brian: Yeah.

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I mean, the, um, the menu of all

these fees and how you can kind

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of bundle some of them, like that,

like you said, with Aflac and the

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John: Mm hmm.

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Brian: Or, you know, some of the

agencies you're already paying a

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retainer for, but sometimes you need

to bring in more power and more time.

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Uh, there is a trend of people

doing these spots in house.

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John: Yeah,

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Brian: Without an agency.

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Um, sometimes that shows sometimes it

doesn't, but that's a different approach.

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But, you know, I think at the end of

the day, if you're spending 7 million

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for the ad itself, and you're, you're

doing something that defines yourself.

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You also want to make sure that you're

not just, you know, zeroing in too much

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on yourself, you know, kind of really lose

subjectivity and, and objectivity to it.

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So, um, so, so there's a lot

that definitely goes into it.

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John: a huge amount that goes into

it when you consider the fact that,

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you know, all those extra fees to

create the spot on top of running

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the spot, you know, you're probably

looking at 7 million times 2, right?

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Just do the 30, and don't forget

a lot of those spots are 60s.

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Brian: Yeah.

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Yeah.

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What do you think about the

trend of people releasing their

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spots before the Super Bowl?

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John: oh, I love it.

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I, I like seeing them ahead of time.

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Um,

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Brian: it.

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I hate

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John: Oh, do ya?

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Brian: Yeah.

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I want to be surprised.

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John: ha ha.

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Brian: I hate it.

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I hate it.

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I hate it.

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If you're going to spend all that

money and then it's going to leak, I

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mean, it would be like releasing an

album before you're, you know, there's

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build up to the day you release it.

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And when you get everybody in front of

the TV, and you get people surprised,

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but, you know, when I've seen it five

days before, by the time I see it during

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the Super Bowl, like, I care less.

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John: All right, Cranky Pants.

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What about the idea of a teaser?

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You know, where they do something

that kind of like sets it up but

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doesn't actually reveal the spot.

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How about that?

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You're, you're good.

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Okay.

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Brian: Yeah.

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Now, you know, there's a lot that goes

into the atmosphere you're watching it

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into, you know, like, are you watching it,

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John: True.

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Brian: watching it in bigger

settings, you know, where the spot

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actually comes in during the game.

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To me, I love the spots that are like

right at the beginning of the game.

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And

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John: Mm hmm.

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Brian: near the end, if it's a close

game where those really pay off,

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it's really, it's, you could really

get, you know, if it's a blowout, you

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know, nobody's watched in the third

or fourth quarter, but last night.

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You know, I feel like more people

started tuning in and some of the later

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ones had some more, effectiveness.

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John: I will say, you know, in terms of

the whole releasing spots in advance, you

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know, maybe that's nerding out on them,

um, because, I'm the guy who created

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a bingo game for, uh, the 2017 Super

Bowl, where I had a party and everyone

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got a bingo card with clues about spots.

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And, you know, as they revealed

themselves, you filled in your squares.

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I made a game of it.

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So, I had people pretty tuned

in to the spots that, that year.

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Brian: yeah.

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John, John, you're not, you're

not like everybody else.

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John: You know, that's fair, fair enough.

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Alright, well, hey, listen,

you and I agreed to do some

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evaluating of, the spots this year.

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You want to get into that?

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Brian: Let's go.

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John: Let's do it.

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All right.

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What's first?

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Brian: what, what do you

think was the best spot?

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Was most entertaining, the funniest?

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John: Most entertaining funniest.

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Um, I, I'm struggling to answer that one.

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I, the Dunkin's one with Ben Affleck

and Matt Damon was pretty funny, but I

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had some execution issues with that one.

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I'm going to go with the

BMW, talking like walking.

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and, and maybe this is where you're,

don't watch too much of it in advance.

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I think on the second reviewing, I

really, I found it fun and funny.

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I don't think it delivered on

the electric car message at all.

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nor am I sure that BMW needs to

convey the message that it's the real

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deal, but it was a blast watching

people imitate Christopher Walken

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in front of Christopher Walken.

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Brian: Yeah, I didn't like that one.

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I, I, I love the Christopher Walken voice.

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I just thought it didn't connect to BMW

at all and it was just kind of gimmicky.

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John: so what was your most

entertaining, funniest?

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Brian: love the Duncan one too.

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I was watching it again this morning

and every time I watched it, I

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feel like the execution was, it

got better every time I watched it.

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but my, my favorite one was the,

uh, Michael Cera, CeraVe commercial.

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I thought that was hilarious.

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I mean, it was just hilarious.

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It was just funny.

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Um,

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John: It was pretty funny.

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Brian: you know, and if you, if you

don't remember, it was, uh, the actor,

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Michael Sarah saying that the, the

product Sarah V, a, uh, a moisturizer

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or moisturizing cream product was

his idea and, uh, he was behind it.

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And I just thought that

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John: That was pretty good.

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Brian: he played it so well.

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And, uh, just like the, the way that

he kind of made fun of himself in it.

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Like, I just thought that was hilarious.

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John: What do you think

was the most effective ad?

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In your mind, in terms of kind of, you

know, establishing kind of a brand, brand

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perception or maybe moving some product.

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What'd you think?

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Brian: I thought the most effective

one was the, the Volkswagen ad, uh,

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that really hit home to me, uh, you

know, that brand's had some trouble,

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with some scandals and they hadn't

done a Super Bowl ad in 12 years.

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John: Oh, really?

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12 years.

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No kidding.

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Brian: yeah, and, they, they had

a, you know, Neil Diamond track on

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there, which was, which was kind of

interesting, but the, it just, that

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to me is like a, a product that.

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They really resonated with people

and I don't know, maybe it's just

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me, the, uh, we, when I was a kid,

we used to have Volkswagen bugs.

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So, but I just thought it was

very well done and, nostalgic.

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Now, are people going to go out

and run out and buy a Volkswagen?

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I don't know, but they, I feel like

they brought themselves a little

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bit back to prominence with that.

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What about, what about you?

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John: for most effective.

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I think that, I sometimes I'm a sucker

for good old fashioned product demo.

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I thought that Google pixel.

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Um, with the blind guy who was able

to take pictures of himself, and

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then his wife, or a significant

other, and then their baby.

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I thought that was really effective

in terms of, you know, pulled the

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heart strings, uh, really humanized

a piece of technology, and, it just

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was a really good product demo.

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Brian: okay.

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Yeah, yeah.

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Good What about most

gratuitous use of celebrity?

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John: Okay, most gratuitous use.

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little bit of a toss up for me, but

I'm going to go with T Mobile Magenta

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status, which was just a parade of

celebrities and semi celebrities for

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no real purpose that I could discern.

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Brian: Yeah, I hated that one too.

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Yeah, it was just dumb and like

some of the celebrities I just

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like why do they like common

like who who wants to see common

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John: And what a waste

of paying Bradley Cooper.

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What are you doing?

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That's nonsense.

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Oh, good point.

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Brian: yeah, I mean they could have done

something so much better if they have him

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and his mom, I just feel like, whatever.

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But my I'm going to go with Tom Brady.

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Um, you know, I thought he was pretty

good in both ads, but it's getting

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a little ridiculous, you know, and

I'm surprised one of those brands,

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Duncan or, uh, Bet MGM couldn't

sign him up to some exclusivity.

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I feel like you lose some of your

mustard if you water it down with.

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They show up in multiple commercials.

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And Usher showed up in multiple

commercials, which was like enough Usher,

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but at least he's part of the game.

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Um, I just, I don't know how

you don't lock up exclusivity if

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you're spending that much money.

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Lots of money at that point, John.

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John: Yeah, at that point, exactly.

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Throw another two million

dollars at Tom, what the hell.

396

:

I thought it was a very effective

use of celebrity in the bed MGM

397

:

because I just think he, it's a good

direct tie to the idea of winning

398

:

Brian: Yeah,

399

:

John: everybody knows who Tom is

and everyone was tired of watching

400

:

him win, unless you're a Patriots

fan, in which case, screw you.

401

:

Brian: I mean the, the Duncan commercial

was extremely gratuitous with celebrities,

402

:

and uh But I, I just, I tell you every

time I watch it, I think it's funnier and,

403

:

, Matt Damon playing off of his Good Will

hunting line of how about them apples is

404

:

John: That was, that was great.

405

:

That was a great line.

406

:

Brian: and he was just shaking his head.

407

:

I thought it was, it

was a good commercial.

408

:

And you did, you know, Duncan is actually

selling the, uh, those jackets today.

409

:

John: Of course they are.

410

:

Genius.

411

:

Brian: Yeah.

412

:

John: That's great.

413

:

All right.

414

:

What was your biggest

disappointment slash worst dad?

415

:

Which one?

416

:

Brian: Well, there's a lot of bad ads, I

thought from like Teemu to Bass Pro, uh,

417

:

Skechers, like, I don't need to see Mr.

418

:

T anymore, no one even knows

who that guy is anymore.

419

:

That could have been a

commercial they did 25 years ago.

420

:

Um, but I'm going to go

with, microsoft co pilot.

421

:

I feel like they had the ability

to do something like a, the Google

422

:

pixel commercial that you talked

about where you're taking a concept

423

:

like AI and showing all the great

things that could have been done

424

:

and they just like buried it.

425

:

And the first half of the

commercial was a build up and I

426

:

just feel like it didn't pay off.

427

:

And, not that I would expect

Microsoft to be able to pull,

428

:

pull, pull off an ad like that.

429

:

Um.

430

:

But it just, to me, I was just

disappointed because that's the biggest

431

:

thing people should be talking about.

432

:

Uh, is there AI capabilities?

433

:

I feel like they just didn't

present it the right way.

434

:

John: Interesting.

435

:

That's I think for me the biggest

disappointment, was the FanDuel

436

:

Kick of Destiny, the reaction spot.

437

:

So, , you know, Gronkowski missed the kick

before the game, that was a bad spot too.

438

:

But given their advertising budget, Like

across the year and the experience they

439

:

had last year was getting flamed for the

way they executed the kick last year.

440

:

I wouldn't have thought they'd step up

to a different level, especially given

441

:

that it was widening Kennedy was the

ad agency, which is just an iconic shop

442

:

doing amazing work for years and years

and years for Nike and other brands.

443

:

I just, I feel like

lesson not learned and.

444

:

Just not a great production.

445

:

Not a good idea.

446

:

It just, there was nothing to

it there other than maybe a nice

447

:

little, , tip of the cap to Carl

Weathers who passed away last week.

448

:

I thought that was a

big letdown that spot.

449

:

Brian: Yeah, you know, the, maybe the

third time would be the charm next year.

450

:

They certainly haven't gotten it right.

451

:

Uh, what a wrinkle though

with Carl Weathers dying after

452

:

they filmed the commercial.

453

:

Like you said, they handled it

well, but, it's just not, that

454

:

concept is just not working for

them and they can't get it right.

455

:

John: This was a hard one

for me, this category.

456

:

I had, longest, longest list

of nominees for this one.

457

:

That Kennedy candidacy spot was

458

:

horrific and Weird.

459

:

as hell.

460

:

I thought the homes.

461

:

com, you know, the money they

spent to have all those spots and

462

:

they just, I thought they were

just noisy and frenetic and bad.

463

:

And how do you have Martin Scorsese

in a spot for Squarespace and then

464

:

not have the spot communicate the

message of the value proposition?

465

:

Just bizarro to me.

466

:

Brian: was a terrible,

that was a terrible ad.

467

:

Um,

468

:

John: Yeah.

469

:

Great lead up.

470

:

Great teaser.

471

:

Terrible ad.

472

:

Brian: I thought I was going to hate

the, the Pluto TV couch potato ad.

473

:

Uh, but Growing on me a little bit.

474

:

John: Yeah.

475

:

Yeah.

476

:

Brian: I mean, there's a market for

free television, with all the paid

477

:

tiers out there, , I'm surprised that

they can afford a Super Bowl spot, but,

478

:

uh, interesting concept, the couch

potato, but, it's winning me over.

479

:

Okay.

480

:

All right.

481

:

So what about, uh, best call to action?

482

:

So when we say best call to action,

what's the ad that makes you want to?

483

:

Go look up the brand, take an action next,

you know, what, uh, what do you think

484

:

is the best example of that in an ad?

485

:

and famously last year there was the QR

486

:

John: The bouncing QR code.

487

:

Yeah.

488

:

Brian: yeah,

489

:

John: Entertainment is

kind of the priority.

490

:

Brand attribution is a real issue

with so many Super Bowl spots, right?

491

:

I loved it.

492

:

It was funny.

493

:

It was great.

494

:

It was entertaining.

495

:

It was impactful.

496

:

And then like, what was it for?

497

:

I don't know.

498

:

It's a really common consumer reactioN.

499

:

Brian: Yeah, but I got one for this year.

500

:

Um, DoorDash.

501

:

So, if you're not, if you don't

remember, the DoorDash one,

502

:

they had a code to go to a

503

:

website, uh, a promo code to, they have

a collection of things where they're

504

:

running a, they're running this campaign,

505

:

John: A sweepstake, where you

get, you win everything that was

506

:

advertised in the Super Bowl.

507

:

Brian: Yeah, which is

an interesting concept.

508

:

I thought that they kind of screwed

it up by making it really difficult

509

:

to enter the contest because

the code was so long on purpose.

510

:

, interesting concept to kind

of bundle as many ad brands as

511

:

possible and try to take some off.

512

:

That made me go to the site.

513

:

But as soon as I got there, I

was trying to watch the game.

514

:

I couldn't sit there and put it in a code.

515

:

I couldn't remember,

516

:

John: I feel like Uber Eats missed a

really big opportunity with this, right?

517

:

Because this was out there before

the game, that they were going

518

:

to be giving away everything

that was advertised in the game.

519

:

If I was Uber Eats, I would have

created a commercial for DoorDash

520

:

saying, we're giving away 100

percent ownership in DoorDash.

521

:

And

522

:

Brian: you know, with the commercials

coming out so early, why aren't other

523

:

brands trying to hop on the opportunity?

524

:

If you have a couple of days,

you know, why don't you, why

525

:

don't you do something like that?

526

:

John: well, by the time, by the

time we get to the 10 million per

527

:

spot threshold, maybe, maybe

people will figure that out.

528

:

Brian: Exactly.

529

:

John: alright, so I.

530

:

O.

531

:

U.

532

:

best call to action?

533

:

Brian: Yeah,

534

:

John: You're not gonna like my answer.

535

:

Well, first of all, I recall very few

that had an actual call to action.

536

:

Brian: true.

537

:

John: Um, and I know you didn't

love the, Microsoft commercial.

538

:

However, however, and this is not

because the commercial did a good

539

:

job of it, but the reveal of,

the co pilot app was like an app.

540

:

To let you have a single input

for all the different AI tools,

541

:

both text and image generation.

542

:

Feels like a little bit

of a game changer to me.

543

:

I downloaded the app,

544

:

Brian: Oh, look at you.

545

:

John: right?

546

:

And I took no other actions

from any Superbowl ad.

547

:

So, I don't know.

548

:

I guess I have to say that.

549

:

Putting my money where my mouth is.

550

:

Brian: All right.

551

:

All right.

552

:

I'll give it to you.

553

:

The guy that creates the Super

Bowl Bingo game at his party,

554

:

John: Hey, shut up.

555

:

That was a

556

:

Brian: All right.

557

:

What about, uh, rookie of the Year?

558

:

which brand That has never

advertised for a Super Bowl left.

559

:

The biggest mark for you.

560

:

John: Uh, I thought Etsy

did a really nice job.

561

:

I love their concept.

562

:

I think this Statue of Liberty

sailing across the bay.

563

:

I'm like, what are we good?

564

:

What are we gonna send France?

565

:

It's really funny.

566

:

Love the concept.

567

:

I think Placing a Super Bowl ad

seems really incongruous with the

568

:

product offering that Etsy has of like

kind of local handmade craft stuff.

569

:

That's kind of like their brand essence.

570

:

Seems again, incongruous, but

I thought that the actual,

571

:

uh, spot was really effective

572

:

Brian: Yeah.

573

:

John: and funny.

574

:

Brian: I'm going to go with Poppy.

575

:

Uh, the soda.

576

:

John: Good one.

577

:

Yeah,

578

:

Brian: I really like that commercial.

579

:

I think that talking about the

evolution of soda and this not being,

580

:

you know, your kids or grandkids soda,

uh, is a really effective message at

581

:

a time when, Coke and Pepsi proper

are not advertising for the games.

582

:

I just felt like the message of poppy,

the cleaner soda, it's different.

583

:

This is the last time you're going to be

about, you know, sugar, water, basically.

584

:

it was really interesting and I'm not

really that familiar with the brand

585

:

and it just kind of left a mark for me.

586

:

So,

587

:

John: no, you're right.

588

:

That was good.

589

:

That was very effective.

590

:

I thought,

591

:

Brian: all right, last one.

592

:

That's music.

593

:

That

594

:

John: Oh, best music.

595

:

Um, I don't know about best music.

596

:

I'll say best use of music for me

was, , Dove using Hard Knock Life.

597

:

Um, yeah, it was a really good ad.

598

:

Uh, may, maybe the best one if I think

about it, but, most impactful to me.

599

:

But, uh, I, the, the song itself was just,

it was kind of a resting, felt a little

600

:

bit outta sync with the rest of the music

that was happening all around the game.

601

:

Really nicely tied to the concept.

602

:

the whole idea of

vulnerability plus strength.

603

:

Everyone knows that song.

604

:

You can hear the lyrics.

605

:

, that's really effective.

606

:

Brian: I, I thought that, uh, Beyonce

and the Verizon ad was a, was a,

607

:

was a, especially with, uh, Tony

Hale, um, perfect, , duo there.

608

:

and, and she was, nodding to new music

that she was releasing, which she ended

609

:

up doing, last night, but, um, I'm

gonna go with one that I'll be severely

610

:

judged for, which I just thought it

was funny, was the, uh, Creed in the

611

:

Paramount Plus commercial, where, um,

612

:

John: Oh, yeah.

613

:

Yeah.

614

:

I was like, why is that there?

615

:

Brian: And this was the one that

was released like a week ago.

616

:

I felt like just, it was released

so long ago, um, that I've seen it

617

:

a million times now and, , you know,

Paramount's been doing these commercials

618

:

during the super bowl where they have

all their characters from all the

619

:

different types of content they have.

620

:

and so, the creed pop in was just even

put that, that whole concept over the top

621

:

John: It was over the top.

622

:

Yes.

623

:

All

624

:

Brian: So I thought it was perfect.

625

:

John: right.

626

:

All right.

627

:

Well, those are all of

our categories, right?

628

:

Brian: Yeah.

629

:

Yeah.

630

:

But overall, I think it was a, it

was interesting game, uh, for the

631

:

commercials, I, I feel like, Some of

them made some big plays and, some of

632

:

them were washouts, but, know, we didn't

talk about the state farm with Arne

633

:

Schwarzenegger and, uh, the chopper.

634

:

John: Joppa.

635

:

Brian: but I, I think, uh,

left people talking, so

636

:

John: Well, they, that's, that's

one thing the Super Bowl always

637

:

does is gets people talking before

and after about advertising.

638

:

And that's not something that

happens, , really any other

639

:

time of the year, I don't think.

640

:

Brian: Yeah, not like that, not when,

not on a day where you, you finally have

641

:

everybody watching at the same time, so.

642

:

John: well, I think this is a good

opportunity for us to tease our

643

:

next guest a fantastic, guest

who was right on the edge of

644

:

hopelessly unattainable in my mind.

645

:

, someone who is responsible for

more commercials in this year's

646

:

Super Bowl than any other agency.

647

:

Brian: Ooh, ooh, that sounds interesting.

648

:

John: Yeah.

649

:

So come on back next time.

650

:

Brian: Alright, alright, let's shut down.

651

:

John: All right.

652

:

See

653

:

Brian: Alright, see ya,

654

:

John: Happy viewing.

655

:

Brian: later.

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About the Podcast

Snap Decisions
Snap Decisions gives you a behind-the-scenes look at the key decisions that shape how products, brands and personalities present themselves to the world. Two savvy marketers and Monday morning quarterbacks, Brian Marks and John Young, offer their analysis of marketing and tech news and interview fascinating people who make big decisions. Learn about unique journeys and how pivotal moments drove success.

About your hosts

John Young

Profile picture for John Young
Growing up as the kid who actually enjoyed watching ads as much as classic TV reruns, it’s no surprise John Young ended up as a brand marketing executive with a passion for crafting how organizations show up in the world. He’s an entrepreneurial-minded chief marketing officer with extensive experience building stronger brands and growing businesses.

Working with companies ranging from startups to Fortune 30, he has delivered impactful marketing experiences that resonate with customers, tackled thorny communications and positioning challenges, and led large-scale change initiatives. John has driven results and executed award-winning programs for companies across various industries.

A two-time founder, John currently leads a marketing advisory firm, J-Fly Partners, where he helps growing businesses with brand positioning strategies, marketing plans, pitch decks to investors and customers, communications, product launch plans, PR, and performance media campaigns.

Brian Marks

Profile picture for Brian Marks
Brian’s spent more than 20 years building and activating digital marketing and communications strategies for diverse brands across financial services, food, education and sports. His leadership has led strategic growth and digital transformation through innovative marketing solutions. With a strong focus on strategy, planning, content creation, and customer experience, he’s delivered results that elevate brands and enhance engagement. His expertise spans several key areas: Strategy + Planning, Content + CX, Technology + Enablement, and Leadership + Mentoring.

Marketing jargon aside, he’s passionate about:

-> relentlessly finding the right solution that makes the right difference at the right time
-> saying Yes when others only say No and saying No when others only say Yes
-> bringing people together to accomplish something bigger than ourselves
-> enjoying every moment
-> Philadelphia