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Super Bowl

Under Pressure: The Drum talks to the creatives behind the ads of the Super Bowl: M&Ms, Kia, Volkswagen, Doritos & Axe

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By Jennifer Faull, Deputy Editor

January 31, 2014 | 6 min read

Ahead of Super Bowl Sunday, a day which has become as synonymous with big brand advertising as with American football, The Drum caught up with a few of the creative directors behind the work that will be getting aired to over 100 million viewers.

David Kolbusz, deputy executive creative director, BBH London – Axe (Unilever)

The adverts themselves have become as big a draw as the game in many ways. Why do you think that is?Because brands do make the effort. Also, so much research has been poured into what makes an effective Super Bowl ad, that you'll often have a spate of commercials that pander to public taste. It's why - for one night a year - you see a spike in ads that feature animals, babies, and broad physical comedy.How different is it to shooting a regular commercial. Is there any added pressure?You do have to look at it through a different lens. I wouldn't say there's added pressure, but there's a different set of considerations. You're making something for an audience that is looking for a very particular thing. You either need to lean into that and give the people what they want, or create something so arresting and radically different that it'll change the conversation.

Matt McKay, executive creative director, Deutsch New York – GoDaddy

Why do brands find so much creative freedom when it comes to advertising around the event?The audience expects to be entertained. They're looking for a laugh or excitement or pride, not product attributes. It's unfortunate it doesn't happen more often but brands use the Super Bowl as a way to engage in a conversation with people instead of talking at them about themselves. Hey, lets try to do that all of the time. Did you feel the pressure creating an add for the Super Bowl? $4m price tag and 106 Million people watching. Yes, you could say there is some added pressure. All those eyeballs you pay for also include eyeballs within the agency and client alike. It’s high profile so there’s going to be more people involved in the process and more people expecting positive results. You need to make them all happy while ensuring the best possible spot gets out the door and on air. And when it’s over, go to Mexico for a week.

Colin Jeffery, managing partner/executive creative director, David&Goliath – Kia commercial

Do you feel any additional pressure when you're creating a Super Bowl spot?For Super Bowl our creative process tends to take a little longer than other projects. Given the added pressure, there’s a lot of planning and preparation that happens upfront. Our Super Bowl campaigns often include celebrity talent, licensed music and extensive VFX work, which complicate things.We always build in plenty of time for production and approvals, but somehow always find ourselves scrambling on the back end. It’s just the way it goes.Where do you think the value lies in Super Bowl advertising?Most importantly you need a great idea, one that extends well beyond a memorable TV commercial. Every year there are a few brands that really get this right. Yes, there’s opportunity to engage with consumers before the game, during and long afterwards. But, it’s really only worth it if you have a great idea to start with.

Rick Condos & Hunter Hindman, co-chief creative officers, Arognaut – Volkswagen

Why have Super Bowl adverts become as popular as the game itself?Because as many people tune in for the commercials as they do for the game. It’s not a football championship, it’s a cultural event. Brands and agencies sweat for months to make sure they have something that will be talked about and shared. Competition is high. As is the bar. Social media is the modern day water cooler. If you don’t create conversation there, you’ve probably missed the mark. Do you feel the added pressure to create something that can stand up to expectation? It’s definitely more pressure because of the company it will be surrounded by during the game. That being said, you have to put your head down and make sure that what you’re making is the best film you can. There’s no formula to making a great Super Bowl spot. The question becomes are you making something the world will fall in love with. That could be funny. Provocative. Thoughtful. Or ridiculous. But it better be brave and perfectly produced or it will be forgotten.

Tim Bayne, executive creative director, BBDO New York – M&Ms

Describe the process of shooting a Super Bowl commercial, is there any added pressure?The pressure to shoot a Super Bowl ad is actually the same as any ad: to create the most compelling commercial message that will engage our consumers with our brand. The one big difference: with Super Bowl ads, you receive instant feedback as to how well you did or did not achieve that goal.

Ben Wolan, creative director, Goodby Silverstien & Partners – Doritos

Describe the process of shooting a Super Bowl commercial, is there any added pressure?We have quite a different situation when it comes to Super Bowl advertising with Doritos since we run Crash the Super Bowl, a user-generated ad-making completion in its eighth year. This means we're tasked with providing the tools to make great advertising for people around the world. Then, along with our client, combing through thousands of submissions to narrow the spots down. Ultimately, the vote is left to the consumers. I wouldn't say we feel a lot of the same pressure that comes with creating our own spots, instead it's a steady dose of some serious project management. It's very challenging to pull off smoothly and we truly rely on all disciplines within our Doritos team here at GSP to make Crash the Super Bowl a success.

Greg Braun, executive creative director, Innocean USA – Hyundai

Describe the process of shooting the Super Bowl commercial. Was there any added pressure?There’s absolutely added pressure. We’re bringing our very best creative thinking, and our blue chip competitors are hoping to do the same. We have the confidence of shooting with some of the very best directorial and production company talent in the industry, but at the same time, we’re always aware of the fact that we’re competing on America’s biggest media stage.
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