Panel: Kerri Martin is CMO of Goosebumps Brand Advisors and previously held senior roles at Melt, BBDO, VW, BMW and Harley Davidson.
Dave Horton and Matthew Woodhams-Roberts, are ECDs and partners of Special Group US and the creative team behind this years Uber Eats Ad.
So here we go, a deep dive into the Super Bowl ads of 2024 with a panel of experts. Kerri Martin is CMO of Goosebumps Brand Advisors and previously has held senior roles at Melt, BBDO, VW, BMW and Harley Davidson. Dave Horton and Matt Woodhams-Roberts, are ECDs (and partners) of Special U.S. and have worked on Super Bowl Ads before, this year overseeing the creative for Uber Eats highly rated ad.
Our conversation kicks off with personal Super Bowl Sunday experiences and dives into dissections of various ads that caught the panel's attention. Ads discussed include the nostalgic Volkswagen commercial celebrating 75 years in America, the emotionally infused Google Pixel ad, Pringles and State Farm's celebrity-packed spots, to name a few. Additionally, we touch on emerging themes, such as the increasing use of celebrities to create an immediate connection with viewers and the importance of aligning with cultural sentiments. We particularly highlight the impact certain celebrities can have on an advertising campaign. The panel also reflects on apparent category gaps in this year's roster, notably the subdued presence of beer and American auto manufacturers. Tune in for an in-depth exploration of Super Bowl advertising - the hits and the misses, and the evolving dynamics of this high-stakes marketing platform.
And even though she couldn't make it as a guest, we do talk about Taylor Swift!
05:04 Discussing Favourite Super Bowl Ads
10:34 Impact of Celebrity Endorsements
20:27 Consistency and Creativity this year
26:15 The Importance of Music
28:06 The Role of Supporting Cast in Ads
29:34 The Importance of a Great Idea
31:56 The Making of the Uber Eats Ad
40:42 The Value of Super Bowl Ads
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