Super Bowl LIV. Unaided recall.
By Gonzalo López Martí – Creative director, etc / lmmiami.com/
- Here’s Gonzalo’s take on the big game’s advertising extravaganza. Methodology: I made a point of watching the whole thing the way an average Joe or Jane would: untethered to the biases of an industry insider. I might have missed a few spots due to bathroom breaks or sheer disinterest, but what you will read below is unaided recall off the top of my head, which, if you ask me, is the one and only way advertising should be judged and measured. Then again, I’ve been in this racket far too long so the professional critique is there.
For the second year, Bain Media Lab and AI pioneer Hive partnered to analyze marketing within and around the Super Bowl using Mensio, an AI-powered TV advertising and sponsorship analytics platform developed in partnership between Bain and Hive.
LBI Media, Inc announced that it has changed its name to Estrella Media, effective immediately.
I have to thank those nice people at Mediacom for sharing ‘Two minutes with Simon Peel, Global Media Director at adidas’. In the video, Peel shares his thoughts on the power of a shared idea, and while he might be thinking that a shared idea of what makes things cool encourages people to buy a pair of sneakers, I think it applies to all strong brands. by Nigel Hollis
A world that is inclusive, values varying perspectives, and prioritizes the growth of all is a world all marketers should foster. Leaders should be especially focused on this goal, and the ANA Marketing Futures Podcast Series highlights just these kinds of leaders, who come from all backgrounds to discuss the future of marketing, current issues, trends, and areas of growth.
Avocados From Mexico proves that avocados are Always Worth It in its Big Game ad titled “The Avocados From Mexico Shopping Network” which showcases just how truly precious avocados are to people. The brand’s :30 second spot will air during the second quarter of the Big Game on February 2, 2020, celebrating the national avocado obsession.
Product innovators and marketers spend an exorbitant amount of time and effort perfecting their products before they bring them to market. So, after they spend all this time behind the scenes developing the packaging, positioning the marketing materials and finalizing the product itself, how do they know when the innovation is ready for launch?
The great hope for digital/social media was addressable advertising, with its lower creation and production costs coupled with higher advertising effectiveness. How could one argue with this formula, particularly while the consuming public was retreating from broadcast advertising? Unrecognized by digital/social enthusiasts, though, are the hidden costs of complexity, which today threaten to erode the marketing effectiveness of advertisers and agencies alike.
Deloitte’s 11th annual Tech Trends report provides insights and inspiration you will need for the digital journey ahead. Several of this year’s trends are responses to persistent IT challenges. Others represent technology-specific dimensions of larger enterprise opportunities. All are poised to drive significant change and transform business in unpredictable ways.
Republica Havas launched for BankUnited for the Big Game on February 2nd. In place of a traditional Super Bowl ad, BankUnited opted to turn to social with their #GoForMore54 campaign offering consumers and small businesses a chance to win $54,000.
Renown economist and consultant Heide Calero has created a series of videos that help businesses better understand the transformation of Puerto Rico’s economy through the decades. The up and downs of certain economic strategies that have impacted the island’s past and current state.
Northgate Market, the family-owned and operated supermarket chain, alongside its agency Circus (part of MediaMonks, S4Capital’s content practice), launched an ingenious digital campaign featuring “behind-the-scenes” pre-roll ads that anticipate some of the biggest Super Bowl spots, reminding viewers that the products showcased in the ads they’re about to see come from Northgate, “those big game ads start with us .”
Rosario Dawson is a firm believer that the journey of life is its own destination and that every day and action should be fully experienced and savored with humor, grace and conviction. Through her work on and off screen, the actress, singer, activist and fashion designer has devoted herself to pushing back against injustice and bigotry all over the world.
Charter Communications, Inc. announced a new multiplatform Spectrum campaign starring global superstar Ozuna (“Hasta Que Salga El Sol”, “Baila Baila Baila”) aimed at connecting with Hispanics at a deeper level through their love for music and technology such as the services provided by Spectrum — advanced internet, TV, mobile, and voice.
UNITED COLLECTIVE announced that seasoned digital and creative executives Francisco “Pakko” De La Torre and Santos Enriquez, have joined the collective as Associate Creative Director and Art Director, respectively.
In-house creative teams at advertisers may play a bigger role in Super Bowl advertising this year. Procter & Gamble will air a pregame spot for its Secret brand on Super Bowl Sunday that was conceptualized, written and cast by its in-house creative team. The in-house team also had a hand in the editing, graphic design and revisions of the spot.
Latinx founders are the fastest-growing group of entrepreneurs in America–but their businesses are struggling to scale.
