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My favorite Super Bowl ad: Joan Creative's Jaime Robinson

Credit: Joan Creative

Ahead of Super Bowl 51, The Drum has asked some of the industry’s most influential people to reflect on their favorite Super Bowl ad of all time and discuss why it stands out to them.

We’ve also asked them to give their thoughts on whether they think social media has helped or hurt the effectiveness of the coveted Super Bowl spot. Over the past few years, many brands have chosen to leverage the power of social media by teasing or releasing their Super Bowl spots online days before the game in hopes of garnering additional buzz and maximizing reach – but a good number of brands still prefer to take the traditional route of surprising viewers on game day.

Up until the Super Bowl, we’ll be featuring responses from agency founders, creatives and CEOs. Today we feature Jaime Robinson, co-founder and chief creative officer of Joan. Below, find out why Jetta's "Big Day" spot is his favorite game day ad.

What is your favorite Super Bowl ad of all time?

Volkswagen’s spot for Jetta in 2001 — “Big Day”

Why did you love it? What made it stand out?

I loved it because it was sexy and interesting and it seemed like a pretty smart way to reach an audience that was looking for something more spicy. I mean, … 84 million people watch the Super Bowl and not all of us love football. Some of us just go to Super Bowl parties to hang out and eat taco dip and maybe see some good commercials. And then, here came this jewel of a spot. It was our own mini narrative vacation. Like a movie. It totally swept me away.

I love everything about this ad. I love the music, the pacing, the misdirect with the groom/interloper. I love the casting and the performances. And that it’s completely done visually.

In your opinion, was it ultimately a success for the brand?

Well, hell, I never thought a Jetta was sexy before, so I have to say so, yes. Now, I don’t have sales numbers from 2001… but come to think of it, I DO own a Volkswagen! Maybe it was because of that spot?

What do you hope to see from this year’s crop of Super Bowl ads?

Good work.

Social media has changed the way brands approach their Super Bowl advertising strategies. Do you think social media has helped or hurt the effectiveness of Super Bowl spots?

I love the transmedia storytelling opportunities that social provides — a way to make the idea live and breathe beyond the actual :30 or :60 spend. Still… there was something kind of thrilling about the big reveal from back in the day. You don’t really even have to pay attention anymore. You can just catch it on your feeds.

To read the other interviews in our series, click here.

To find out which brands are advertising in the Super Bowl this year, visit The Drum's dedicated page here.

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