Executives from Venables Bell & Partners, mcgarrybowen and Google videochat on what the ads show about the current state of advertising.
PSFK and Google’s Creative Sandbox brought together executives and creatives from the advertising industry to discuss how 2013 Super Bowl ads reflect trends in marketing and what can be learned from this year’s biggest flops. Watch below for their take on the good, the bad, and the unexpected.
(minor technical difficulties created a blackout from 13:44 to 14:56, you can skip it)
With us were:
Paul Venables, Founder/ECD, Venables Bell & Partners
Will McGinness, ECD, Venables Bell & Partners
Adam Wilson, ECD, mcgarrybowen
Jamie Shuttleworth, CSO, mcgarrybowen
Ben Jones, Creative Director, Google
Major themes discussed were Oreo’s big social win that came from their clarity in what role they play on social channels, and recognizing that the Super Bowl is a ‘real-time virtual water cooler’ where brands have a huge opportunity to become socially relevant in a nationwide shared experience. They also touched upon the importance of pre-releasing ads as a way to breed familiarity with the content that creates engagement when it is actually broadcast, and the lost opportunity for something great and meaningful that Jeep and Ram’s highly emotional ads set up.
PSFK has partnered with Google’s Creative Sandbox, a gallery of the best and most creative projects in advertising, to bring you ideas and inspiration for the new year. See more work from the Sandbox here and submit your own work.