Analyzing Super Bowl Ads and Making a Connection with Customers

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The hosts discuss the Super Bowl ads from this year and what they indicate about making a connection with customers. They analyze the criteria for a successful ad and emphasize the importance of memorability, brand association, and relevance. The chapter also explores specific examples of successful ads and highlights missed opportunities for connection and trust-building.

The on-field Super Bowl went down to the wire, but the TV ads battle was a rout. That’s what one of the ad world’s most influential leaders, Autodesk chief marketing officer Dara Treseder, tells Rapid Response host Bob Safian, arguing that when brands spend $7 million for a 30-second slot, it’s winner-take-all. She also explains how the Super Bowl sets the tone for the year ahead in marketing, and outlines why three metrics — being memorable, ownable, and relevant — matter most in delivering a positive return on marketing. So… was the winner Bud Light, BMW, Doordash, Verizon, or someone else? Listen in!

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