The Super Bowl Creative Tool Box

No other single event allows creatives to garner such a significant and captive audience. Consider these tips when developing your next ad.

The author(s)

  • Pedr Howard Senior Vice President, US, Creative Excellence
  • Tyler Colligan Director, US, Creative Excellence and Brand Health Tracking
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In developing creative for the Super Bowl, or anytime, it is important to have a clear vision of how you want your ad to work, and what levers you’ll pull to get there from the start.

Sometimes this may mean that featuring a celebrity fits the narrative you’re trying to craft, sometimes it won’t. Sometimes spending the money on an iconic song will push your ad over the top, sometimes the story can be told without this element.

Download this paper for the results of a study exploring if and when spending the money on music gives you a bigger bang for your buck compared to paying a celebrity for a brief cameo.

The author(s)

  • Pedr Howard Senior Vice President, US, Creative Excellence
  • Tyler Colligan Director, US, Creative Excellence and Brand Health Tracking

Media & Brand Communication