Masters of Scale Rapid Response: Super Bowl ads (Lessons from Beyoncé, J. Lo and Taylor)
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Feb 13, 2024 
Dara Treseder, Chief Marketing Officer at Autodesk and former marketing leader at Peloton and Apple, dives into the competitive landscape of Super Bowl advertising. She discusses how brands can maximize their $7 million ad slots by focusing on being memorable, ownable, and relevant. Dara highlights the impact of celebrity endorsements, humor, and cultural references in captivating audiences. She also critiques various ads, emphasizing the shift toward cautious yet creative strategies that maintain brand unity amidst political sensitivities.
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Super Bowl Ad Strategy
- Only enter the Super Bowl ad game if you're prepared to win.
- It's not about participation; it's about making a memorable impact and achieving a positive ROI.
Super Bowl Ad Metrics
- Super Bowl ad success hinges on memorability, brand ownership, and relevance.
- Viewers should remember the brand, not just the ad itself, and the message must resonate to maintain momentum.
Dunkin' Donuts Ad Success
- Dunkin' Donuts' Super Bowl ad with Ben Affleck and Jennifer Lopez was a success.
- It was memorable, clearly tied to the brand, and relevant, sparking online conversations and memes.