Mixed Signals from Semafor Media
Inside the Making of a Super Bowl Ad
Feb 7, 2025
Laura Jones, CMO of Instacart, chats about the high stakes behind crafting a Super Bowl ad, sharing her innovative approach that involved nine other brands and avoided celebrity endorsements. She discusses the shift towards humorous, escapist advertising versus purpose-driven messages and reflects on the changing dynamics of advertising in the digital age. Jones highlights the creative use of mascots and the importance of storytelling to engage viewers, all while navigating the complexities of brand identity in a competitive landscape.
40:12
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Quick takeaways
- Instacart's Super Bowl ad exemplified the importance of meticulous planning and cohesive storytelling to engage a diverse audience effectively.
- By engaging beloved brand mascots instead of celebrities, Instacart focused on nostalgia and brand identity while avoiding politically charged narratives.
Deep dives
The Importance of Super Bowl Advertising
Super Bowl advertising is a unique event where brands can reach a large audience in a single moment, unlike the fragmented media landscape of today. As advertisers aim to create impactful, memorable content, the opportunity to create a Super Bowl ad stands out as significant, making it a coveted challenge. This year, Instacart's chief marketing officer, Laura Jones, highlighted the high stakes involved for brands as they navigate the demands of both immediate visibility and long-lasting engagement. The Super Bowl presents a rare chance to connect with viewers in a format that differs from typical targeted advertising strategies.
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