Rapid Response: Super Bowl ads (Lessons from Beyoncé, J. Lo and Taylor)
Feb 13, 2024
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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.
Being memorable, ownable, and relevant are the three key factors for creating a winning Super Bowl ad.
Clear-eyed risks, gathering data, assessing uncertainty, and making decisions with conviction are crucial for effective advertising.
Deep dives
The importance of understanding economic events for business
Changes to the economy greatly impact the future of businesses, especially for entrepreneurs. Understanding economic events like recessions, inflation, and fluctuating gas prices is crucial for business success.
The key factors for a winning Super Bowl ad
To create a winning Super Bowl ad, three factors are essential: being memorable, being ownable (remembering the brand behind the ad), and being relevant. Ads that focus on humor and nostalgia tend to play it safe, with celebrities and creativity being key components.
Examples of successful and unsuccessful Super Bowl ads
One standout ad was the Dunkin Donuts ad, which successfully demonstrated ownability and memorability through featuring Ben Affleck and vibrant Dunkin Donuts branding. In contrast, T-Mobile ads were memorable for the wrong reasons, failing to resonate with audiences. The Snapchat ad also missed the mark by not effectively addressing concerns about social media and building trust.
The importance of taking clear-eyed risks in advertising
When considering a Super Bowl ad or any advertising opportunity, it is essential to take clear-eyed risks. This involves gathering data, assessing uncertainty, and making decisions with conviction. Calculating the return on marketing investment, being memorable, ownable, and relevant all contribute to making effective advertisements.
The on-field Super Bowl went down to the wire, but the TV ads battle was a rout. That’s what one of the ad world’s most influential leaders, Autodesk chief marketing officer Dara Treseder, tells Rapid Response host Bob Safian, arguing that when brands spend $7 million for a 30-second slot, it’s winner-take-all. She also explains how the Super Bowl sets the tone for the year ahead in marketing, and outlines why three metrics — being memorable, ownable, and relevant — matter most in delivering a positive return on marketing. So… was the winner Bud Light, BMW, Doordash, Verizon, or someone else? Listen in!