A 30-second Super Bowl spot now costs over $7 million—a 337% increase since 1999. But does this massive investment drive real results? And what separates the memorable ads from the forgettable ones?
Elena, Angela, and Rob explore what makes Super Bowl ads effective, from creative principles to strategic considerations. Drawing from both successful and failed campaigns, the team shares what marketers should watch for in the commercials during this year's big game plus why even great creative can't save bad strategy.
Topics covered:
- [01:00] Why creative isn't the only driver of marketing success
- [02:00] Super Bowl viewership is 10x larger and more diverse than regular NFL games
- [06:00] When Super Bowl advertising makes strategic sense for brands
- [11:00] Creative effectiveness principles for big game ads
- [14:00] Why brand visibility matters more than ever
- [17:00] The importance of cultural relevance in Super Bowl spots
- [21:00] Analysis of successful Super Bowl campaigns through the years
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Resources:
2024 WARC Article: https://www.warc.com/content/feed/ritson-marketing-doesnt-start-with-creativity-but-with-diagnosis/en-GB/9602 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.