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.
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High Stakes Super Bowl Ad
- Laura Jones had to convince Instacart's CEO to invest in a Super Bowl ad.
- She staked her career on its success, promising a compelling concept or reselling the media spot.
Super Bowl Ad Costs
- Super Bowl ad spots cost around $7 million, plus a $7 million network commitment.
- Instacart secured a slight discount by purchasing their spot early.
Super Bowl Ad ROI
- Instacart aims to generate demand and acquire new users through broad reach.
- They measure success by tracking site visits, search terms, and overall impact.