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:
Transcript
Morning, Brian.
2
:Brian: Good morning.
3
:Welcome.
4
:John: Happy post Super Bowl to you.
5
:Brian: You as well.
6
:The big game.
7
:What'd you think?
8
:John: I had a hard time caring
about either one of those
9
:teams last night, to be honest.
10
:Brian: Yeah, yeah, me too.
11
:The game wasn't very good until
the end, but, , always a fun time.
12
:John: I went for the ads.
13
:I stayed for the ads.
14
:I took my breaks during the game.
15
:True story.
16
:Brian: a lot of, I think a lot of
people, uh, were in that bucket.
17
:John: Well, this is our, this is
our special post Super Bowl ad
18
:review special, so let's get going.
19
:Brian: Yeah, let's do it.
20
:I was just fascinated by the, amount
of money these brands are spending,
21
:uh, just even getting the game.
22
:John: Yeah, the amount of money
spending to get in the game and also
23
:just the sheer revenue that's generated
around the game is astounding to me.
24
:Last year it was six hundred million
dollars, In ad sales went to Fox this
25
:year, CBS likely to get that as well.
26
:And that doesn't include all the other
stuff that goes around just the ad sales.
27
:There's so much more than that
28
:Brian: Yeah, it's a
juggernaut, to say the least.
29
:John: to say the least.
30
:I saw a stat that, Super Bowl
spending nationwide for food,
31
:drinks and decorations was 16.
32
:5 billion last year.
33
:Brian: my
34
:John: amazing.
35
:Brian: We'll wait for the first
trillion dollar Super Bowl impact.
36
:It's coming soon.
37
:John: Yeah, and there's gambling around
it, uh, what, what gets spent locally
38
:on hospitality for the host city, ticket
sales, let me just drop in the bucket.
39
:But last year that was 66 million went to
the NFL just on ticket sales for the game.
40
:and that's probably the smallest piece
of money around this whole thing.
41
:. Brian: I know.
42
:I know.
43
:The amount of money, and being in Vegas,
just like, you know, with everything
44
:being, supersized, it just keeps
getting bigger and bigger and bigger.
45
:And what do you think about
the, uh, the amount of money
46
:spent on the halftime show?
47
:John: Ooh, well, I don't know
what it costs to produce.
48
:I haven't seen that figure.
49
:I was curious to see how much Apple
pays to do it, uh, 50 million a year
50
:for five years just to host that thing.
51
:Which.
52
:I mean, how many, how many music
subscriptions do you have to
53
:have to make that worthwhile?
54
:Brian: You know, even the non
football fans, they, they rush
55
:to the TV during that, that part.
56
:So, uh, Are they getting
their money's worth?
57
:Probably.
58
:If you get that many eyeballs
at one time, it's probably worth
59
:it, but it's a lot of money.
60
:John: It is a lot of money.
61
:And you're right, people do come back.
62
:But if they didn't come back
beforehand, they didn't see the
63
:big Apple branding coming in,
they probably saw it coming out.
64
:But I think, did Usher really
reinforce the Apple music brand?
65
:In his performance in any way?
66
:I didn't notice.
67
:Maybe he did.
68
:Brian: There's probably some better,
integration of that, that Apple could
69
:do, you know, and maybe they do,
some things with like playlists or
70
:syncing some things up, but, you know,
if you're gonna, but it's about 12
71
:minutes long or something, that's a,
that's about 24 commercials or, but,
72
:John: Good point.
73
:Good point.
74
:So it's a bargain then, you're saying,
75
:Brian: Yeah.
76
:John: 24 times the seven million
dollars per spot this year.
77
:Yeah, they saved money.
78
:Half price, basically half
price for the halftime show.
79
:Brian: Nice.
80
:Well, John, I got a stat for you.
81
:Uh, so on the, on the, on the regular
ad, the 30 second ad, obviously it
82
:is a lot been reported on, you know,
7 million for a 30 second spot.
83
:that's 233, 000.
84
:Dollars a second.
85
:So I'm going
86
:John: for for non football fans
who tune in and ask the question
87
:What what what societal problems
could be solved for all this money?
88
:Don't think about two hundred thirty
three thousand dollars per second okay,
89
:so as expensive as it was to, to run a
spot, uh, this year at 7 million per 30
90
:seconds, 30 seconds back in 1966 for Super
Bowl one cost advertisers about 42, 500.
91
:So bargain.
92
:Brian: Yeah, I saw that uh in
today's money That's it's only 000
93
:John: What a steal.
94
:Brian: so John what was
the first Super Bowl?
95
:To go over a million dollars a spot
96
:John: Ooh.
97
:Uh, boy.
98
:I kind of think I remember
when it happened, but I don't
99
:know when that was, 90, 1990.
100
:Brian: 95.
101
:John: Ooh, okay.
102
:Took a while.
103
:Brian: Yeah.
104
:John: hey, I got, I got a quiz for you.
105
:Back to Super Bowl one.
106
:Brian: Okay.
107
:John: Think you can name,
I'll make it attainable here.
108
:Two advertisers.
109
:Brian: Oh my
110
:John: Two advertisers who
showed up in Super Bowl one.
111
:What do you got?
112
:Do you guess?
113
:Brian: General Electric
114
:John: Good guess?
115
:No.
116
:Brian: Ford
117
:John: Yes.
118
:Brian: really
119
:John: Yep.
120
:Brian: interesting and I'm
gonna throw one more out there.
121
:What about uh, Can we say Coke?
122
:Is there like a, a beverage brand there?
123
:What do you
124
:John: is a beverage brand, uh, I
don't think Coke, um, Budweiser.
125
:So anyway, this is, this is not
super comprehensive because there's
126
:apparently one remaining copy of the
broadcast of Super Bowl one in an
127
:individual possession NFL doesn't own it.
128
:but, know, academics have reported that
Ford Chrysler RCA, RJ Reynolds tobacco.
129
:Remember that, McDonald's
Budweiser in Goodyear.
130
:we're all in Super Bowl one.
131
:I don't know if the ones you guessed
weren't, but those were definitively they
132
:are sourced as yes, they were in it.
133
:most of them were sexist as hell.
134
:I watched the Goodyear spot.
135
:It's amazing.
136
:Brian: if there's a Joe
DiMaggio coffee spot.
137
:John: Exactly.
138
:so anyway, you, you, you were
about to, tell me more about the,
139
:the, the inflation costs, I think.
140
:Brian: Well, yeah, I mean, uh, one
of the things that I'm interested
141
:in seeing is, when will be the
first 10 million spot at Super Bowl?
142
:And, you know, if we're going off
of this, trajectory, you know, in
143
:95 it went over a million dollars,
million in:
144
:5 million, uh, in 2021, I think by 2030,
we're probably gonna 10 million spot.
145
:Super.
146
:John: think you're right, especially
since it continues to be the only,
147
:home, , for, live TV viewership.
148
:They're the biggest draw
for that these days.
149
:I looked at the year by year pricing,
uh, which is why I kind of knew.
150
:Um, roughly when it went to a million,
it was flat this year, but did you know
151
:that there are only, there've only been
four years where the price went down?
152
:Brian: Really?
153
:John: Yeah.
154
:And when I say down, I mean
like, you know, from 5.
155
:6 million to 5.
156
:5 million.
157
:So like 1 percent decrease,
2 percent decrease.
158
:Yeah.
159
:1984, 1996, 2007, 2021.
160
:All those years, the, the.
161
:Price for 30 went down.
162
:Brian: Interesting.
163
:John: Yeah.
164
:Handful of years were flat,
including this year, but, um,
165
:generally it goes up, up, up, up, up.
166
:Brian: That's only, that's
only part of the story though.
167
:I mean, not much more that goes behind an
ad than just buying them buying the ad.
168
:John: Yes, which I think people would
be shocked to know how much it cost
169
:to produce some of these things.
170
:Brian: Yeah.
171
:So, so let's talk about some of
those, uh, some of those things
172
:that go into actually, you
know, putting the ad together.
173
:John: Yeah.
174
:I did some digging.
175
:It's hard to find.
176
:production costs, actual average
production costs for a 30
177
:second commercial nationally.
178
:but you can assume it's got to be pushing
up on a million dollars, um, average.
179
:And that's not necessarily
just a Super Bowl commercial.
180
:That's just, you know, average national
TV commercial, probably pushing a
181
:million dollars by the time you pay for
shooting, editing, talent, all that stuff.
182
:But Super Bowl is special, right?
183
:Because you've got all these
celebrities showing up.
184
:Brian: Yeah.
185
:You gotta make a, you
gotta put a stamp on it.
186
:John: And I think you were keeping
track during the game of just how
187
:many celebrities were popping up.
188
:I think I knew probably, I
don't know, half of them.
189
:I I didn't even recognize.
190
:Brian: You know, there's, there's
just celebrities that, you know, like
191
:immediately there's the celebrities
that, kind of are like retro celebrities.
192
:Then there's these adjacent celebrities.
193
:Uh, and so it, there's a fascinating,
melting pot of celebrity in these ads.
194
:And, uh, you know, part of it probably is
like, you know, who can I get my hands on?
195
:So, So, but there's, those
celebrities make some, some
196
:nice money on those commercials.
197
:That's for sure.
198
:John: Uh, yeah.
199
:So last year, Ben Affleck got paid almost
10 million to do the Dunkin Donuts ad.
200
:Now that, that's a little skewed because
that included him and, his production
201
:company actually was behind it.
202
:Creating the spot.
203
:So yeah, yeah.
204
:So he and he and Matt Damon have
a production company together.
205
:And so that 10 million fee kind
of covered some of that too.
206
:So it's a little blurry, but bigger
stars generally are getting one to 3
207
:million I read, which is kind of amazing.
208
:Brian: Yeah.
209
:And the celebrities have a
lot of fun with, with getting
210
:in these ads, which is great.
211
:but that's not such a
bad, paycheck either.
212
:John: No.
213
:And then there's the music, which
again, it's kind of hard to know
214
:exactly how much that costs.
215
:But, back in, uh, back in 2019, for
the Super Bowl, uh, basically you're
216
:looking at a hundred thousand dollars
to license a lesser known song with
217
:kind of limited usage rates up to three
quarters of a million, 750, 000 for
218
:what you would consider to be more of
an iconic song with a longer usage term.
219
:So, you add that in, you add in
the celebrity talent, you add the
220
:production and then agency fees.
221
:Brian: Yeah.
222
:Yeah.
223
:John: Generally speaking, unless you're
running an in house shop, which still has
224
:costs associated, you've got agency fees
that probably run you, God, at least half
225
:a million dollars by the time you, you
spend all the time to, to produce a spot.
226
:Brian: Yeah.
227
:I mean, the, um, the menu of all
these fees and how you can kind
228
:of bundle some of them, like that,
like you said, with Aflac and the
229
:John: Mm hmm.
230
:Brian: Or, you know, some of the
agencies you're already paying a
231
:retainer for, but sometimes you need
to bring in more power and more time.
232
:Uh, there is a trend of people
doing these spots in house.
233
:John: Yeah,
234
:Brian: Without an agency.
235
:Um, sometimes that shows sometimes it
doesn't, but that's a different approach.
236
:But, you know, I think at the end of
the day, if you're spending 7 million
237
:for the ad itself, and you're, you're
doing something that defines yourself.
238
:You also want to make sure that you're
not just, you know, zeroing in too much
239
:on yourself, you know, kind of really lose
subjectivity and, and objectivity to it.
240
:So, um, so, so there's a lot
that definitely goes into it.
241
:John: a huge amount that goes into
it when you consider the fact that,
242
:you know, all those extra fees to
create the spot on top of running
243
:the spot, you know, you're probably
looking at 7 million times 2, right?
244
:Just do the 30, and don't forget
a lot of those spots are 60s.
245
:Brian: Yeah.
246
:Yeah.
247
:What do you think about the
trend of people releasing their
248
:spots before the Super Bowl?
249
:John: oh, I love it.
250
:I, I like seeing them ahead of time.
251
:Um,
252
:Brian: it.
253
:I hate
254
:John: Oh, do ya?
255
:Brian: Yeah.
256
:I want to be surprised.
257
:John: ha ha.
258
:Brian: I hate it.
259
:I hate it.
260
:I hate it.
261
:If you're going to spend all that
money and then it's going to leak, I
262
:mean, it would be like releasing an
album before you're, you know, there's
263
:build up to the day you release it.
264
:And when you get everybody in front of
the TV, and you get people surprised,
265
:but, you know, when I've seen it five
days before, by the time I see it during
266
:the Super Bowl, like, I care less.
267
:John: All right, Cranky Pants.
268
:What about the idea of a teaser?
269
:You know, where they do something
that kind of like sets it up but
270
:doesn't actually reveal the spot.
271
:How about that?
272
:You're, you're good.
273
:Okay.
274
:Brian: Yeah.
275
:Now, you know, there's a lot that goes
into the atmosphere you're watching it
276
:into, you know, like, are you watching it,
277
:John: True.
278
:Brian: watching it in bigger
settings, you know, where the spot
279
:actually comes in during the game.
280
:To me, I love the spots that are like
right at the beginning of the game.
281
:And
282
:John: Mm hmm.
283
:Brian: near the end, if it's a close
game where those really pay off,
284
:it's really, it's, you could really
get, you know, if it's a blowout, you
285
:know, nobody's watched in the third
or fourth quarter, but last night.
286
:You know, I feel like more people
started tuning in and some of the later
287
:ones had some more, effectiveness.
288
:John: I will say, you know, in terms of
the whole releasing spots in advance, you
289
:know, maybe that's nerding out on them,
um, because, I'm the guy who created
290
:a bingo game for, uh, the 2017 Super
Bowl, where I had a party and everyone
291
:got a bingo card with clues about spots.
292
:And, you know, as they revealed
themselves, you filled in your squares.
293
:I made a game of it.
294
:So, I had people pretty tuned
in to the spots that, that year.
295
:Brian: yeah.
296
:John, John, you're not, you're
not like everybody else.
297
:John: You know, that's fair, fair enough.
298
:Alright, well, hey, listen,
you and I agreed to do some
299
:evaluating of, the spots this year.
300
:You want to get into that?
301
:Brian: Let's go.
302
:John: Let's do it.
303
:All right.
304
:What's first?
305
:Brian: what, what do you
think was the best spot?
306
:Was most entertaining, the funniest?
307
:John: Most entertaining funniest.
308
:Um, I, I'm struggling to answer that one.
309
:I, the Dunkin's one with Ben Affleck
and Matt Damon was pretty funny, but I
310
:had some execution issues with that one.
311
:I'm going to go with the
BMW, talking like walking.
312
:and, and maybe this is where you're,
don't watch too much of it in advance.
313
:I think on the second reviewing, I
really, I found it fun and funny.
314
:I don't think it delivered on
the electric car message at all.
315
:nor am I sure that BMW needs to
convey the message that it's the real
316
:deal, but it was a blast watching
people imitate Christopher Walken
317
:in front of Christopher Walken.
318
:Brian: Yeah, I didn't like that one.
319
:I, I, I love the Christopher Walken voice.
320
:I just thought it didn't connect to BMW
at all and it was just kind of gimmicky.
321
:John: so what was your most
entertaining, funniest?
322
:Brian: love the Duncan one too.
323
:I was watching it again this morning
and every time I watched it, I
324
:feel like the execution was, it
got better every time I watched it.
325
:but my, my favorite one was the,
uh, Michael Cera, CeraVe commercial.
326
:I thought that was hilarious.
327
:I mean, it was just hilarious.
328
:It was just funny.
329
:Um,
330
:John: It was pretty funny.
331
:Brian: you know, and if you, if you
don't remember, it was, uh, the actor,
332
:Michael Sarah saying that the, the
product Sarah V, a, uh, a moisturizer
333
:or moisturizing cream product was
his idea and, uh, he was behind it.
334
:And I just thought that
335
:John: That was pretty good.
336
:Brian: he played it so well.
337
:And, uh, just like the, the way that
he kind of made fun of himself in it.
338
:Like, I just thought that was hilarious.
339
:John: What do you think
was the most effective ad?
340
:In your mind, in terms of kind of, you
know, establishing kind of a brand, brand
341
:perception or maybe moving some product.
342
:What'd you think?
343
:Brian: I thought the most effective
one was the, the Volkswagen ad, uh,
344
:that really hit home to me, uh, you
know, that brand's had some trouble,
345
:with some scandals and they hadn't
done a Super Bowl ad in 12 years.
346
:John: Oh, really?
347
:12 years.
348
:No kidding.
349
:Brian: yeah, and, they, they had
a, you know, Neil Diamond track on
350
:there, which was, which was kind of
interesting, but the, it just, that
351
:to me is like a, a product that.
352
:They really resonated with people
and I don't know, maybe it's just
353
:me, the, uh, we, when I was a kid,
we used to have Volkswagen bugs.
354
:So, but I just thought it was
very well done and, nostalgic.
355
:Now, are people going to go out
and run out and buy a Volkswagen?
356
:I don't know, but they, I feel like
they brought themselves a little
357
:bit back to prominence with that.
358
:What about, what about you?
359
:John: for most effective.
360
:I think that, I sometimes I'm a sucker
for good old fashioned product demo.
361
:I thought that Google pixel.
362
:Um, with the blind guy who was able
to take pictures of himself, and
363
:then his wife, or a significant
other, and then their baby.
364
:I thought that was really effective
in terms of, you know, pulled the
365
:heart strings, uh, really humanized
a piece of technology, and, it just
366
:was a really good product demo.
367
:Brian: okay.
368
:Yeah, yeah.
369
:Good What about most
gratuitous use of celebrity?
370
:John: Okay, most gratuitous use.
371
:little bit of a toss up for me, but
I'm going to go with T Mobile Magenta
372
:status, which was just a parade of
celebrities and semi celebrities for
373
:no real purpose that I could discern.
374
:Brian: Yeah, I hated that one too.
375
:Yeah, it was just dumb and like
some of the celebrities I just
376
:like why do they like common
like who who wants to see common
377
:John: And what a waste
of paying Bradley Cooper.
378
:What are you doing?
379
:That's nonsense.
380
:Oh, good point.
381
:Brian: yeah, I mean they could have done
something so much better if they have him
382
:and his mom, I just feel like, whatever.
383
:But my I'm going to go with Tom Brady.
384
:Um, you know, I thought he was pretty
good in both ads, but it's getting
385
:a little ridiculous, you know, and
I'm surprised one of those brands,
386
:Duncan or, uh, Bet MGM couldn't
sign him up to some exclusivity.
387
:I feel like you lose some of your
mustard if you water it down with.
388
:They show up in multiple commercials.
389
:And Usher showed up in multiple
commercials, which was like enough Usher,
390
:but at least he's part of the game.
391
:Um, I just, I don't know how
you don't lock up exclusivity if
392
:you're spending that much money.
393
:Lots of money at that point, John.
394
:John: Yeah, at that point, exactly.
395
: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.
