A Chicago ad agency has won recognition for one of its Super Bowl commercials for the fourth time in the last five years.
High Dive received Top Advertising in USA Today’s Ad Meter Ratings for its State Farm spot featuring actors Arnold Schwarzenegger and Danny DeVito.
“Once you start editing and you’re laughing and having a good time, you’re like ‘okay, this is going to work pretty well,’” said Chad Broude, co-founder and co-creative director. high diving.
Many agencies this year opted for humor and star power in the face of potential controversy.
“This is the time when people want to have fun, relax and forget the world a little,” Broude said. “It’s also an election year, so it remains a question of sensitivity.”
Other commercials that performed well include Dunkin’: “The DunKings” starring Ben Affleck, Matt Damon, Jennifer Lopez and others; Verizon’s “Can’t Be Broken” featuring Beyoncé; and Cerave’s surprise with Michael Cera.
Many advertisers have relied on celebrity endorsements to capture consumer attention, a growing trend on Super Bowl Sunday.
“Each ad featured so many celebrities. There were some that totally made sense for the brand, that worked really well. And some that were totally copy and pasted, like why?” said Ron D’Innocenzo, creative director of Golin in Chicago.
“It was a whole rumor on TikTok and the internet that Michael Cera owned Cerave. It built, built, built, and then came the Super Bowl that they really looked into. such a brilliant way. I thought it was really clever,” says D’Innocenzo.
The Super Bowl is the biggest advertising stage, and companies paid the most to showcase their products and services, a whopping $7 million for just 30 seconds of air time.
“It’s feeling. I laughed so much. I cried so much. I talked about it. If you spend that much money, you want to leave people with an emotion, not just an advertisement,” D said ‘Innocenzo.
At Northwestern University’s Kellogg School of Business, MBA students once again ranked among the top. A panel of 70 people ranked Doritos, Cerave and Google as the best performers.
“It was a good, solid crop of Super Bowl commercials,” Professor Derek Rucker said. “It’s no surprise that in light of some of the events that happened during the year, brands played it safe.”
“Sometimes commercials can be a little clever and humorous,” he said. “Other ads, like Google, were about the functionality of emotion. (It was) an emotional ad about how you see the world, and it works.”
It was hard to ignore the star power in the stands. From Bieber to Gwen Stefani and Blake Shelton, from JAY-Z and Beyoncé to Lady Gaga, cameras caught celebrities enjoying the game, but none more so than the Chiefs’ most famous fan, Taylor Swift.
“The camera was on her more often than on most players,” said Myra Nussbaum, creative director and president of HAVAS Chicago.
“I thought the way the NFL was clever in capturing his presence at the game was kind of an advertisement in itself for the NFL,” Nussbaum added.
Acknowledging the late night for his colleagues and fans, it was only the second overtime in Super Bowl history, Nussbaum worked from an empty office Monday. She asks that the day after the match be recognized as a public holiday at the national level.
“We are strongly advocating for Super Bowl Monday to become a national holiday. Maybe not national, but at least a Hallmark holiday, if you will. A day where you can take a day off and celebrate it in some way,” she said.