SBP 170: Making Super Ads. With Vanessa Chin.

Super Bowl ads cost ~$8M for 30 seconds. So what separates a legendary “Super Ad” from an expensive shrug?

In this episode of The Sleeping Barber Podcast, Mark and Vassilis welcome back Vanessa Chin from System1 to break down what actually drives impact when the stakes are highest.

You’ll learn how System1 measures emotion and brand recognition (Star, Spike, and Fluency ratings), why “more you feel, more you buy,” and how brands can avoid the Super Bowl trap: making something people love… but can’t attribute to the advertiser.

Together, you’ll unpack four winning patterns behind the best Super Bowl work:

1. Classic storytelling (tension + resolution)
2. Distinctive brand assets (and why “7 brand codes” matters)
3. Humor as the highest-performing emotion
4. Cultural references that celebrate vs. exploit

If you’re watching the game for the ads (or running campaigns all year long), this one’s a masterclass in making creative that’s not just entertaining — but commercially effective.

Enjoy the show!

Key Takeaways:

1. Super Bowl ads cost about $8 million for 30 seconds.
2. Emotion is the best predictor of consumer behavior.
3. Storytelling is crucial for effective advertising.
4. Brands should use at least seven distinctive assets in ads.
5. Humor drives positive emotional responses in ads.
6. Cultural references can enhance emotional engagement.
7. Consistency in branding is key for recognition.
8. You don't need a celebrity to create a successful ad.
9. Understanding your audience's emotions is vital.
10. Dissecting ads can improve future marketing strategies.

Timestamps / Chapters

00:00 - Introduction to Super Bowl Ads

02:28 - Understanding Ad Effectiveness Metrics

05:25 - The Power of Storytelling in Ads

10:47 - Brand Recognition and Consistency

17:11 - The Role of Humor in Advertising

23:03 - Cultural References in Advertising

30:05 - Key Takeaways for Marketers