Analyzing Super Bowl Ads and the Importance of Taking a Clear-Eyed Risk

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This chapter explores the prevalence of celebrity use in Super Bowl ads and highlights the importance of taking calculated risks to stand out, with a focus on the innovative Kawasaki ad. The speaker emphasizes the need to be prepared for success in this highly competitive arena.

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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