Bringing back Grimace for his birthday in 2023 had such a positive effect on sentiment about McDonald’s that the fast-food giant decided to go further down the family tree. The return of the Shamrock Shake also marks the return of Uncle O’Grimacey, with the hopes that the purple character and his green uncle will not…
The numbers $350 billion — Alphabet’s 2024 full year revenue, up 14% from $307 billion in 2023. $96.47 billion — Q4 revenue, up 12% year-over-year, but below analyst projections. As a result, Alphabet shares dropped up to 8% in after-hours trading Tuesday. The company’s Search and Cloud businesses, respectively, represented the biggest contributors to revenue….
The numbers $4.3 billion — Omnicom Group’s 2024 revenue, an increase of 5.2% year-over-year. Growth was led by media and advertising across all geographies, particularly in the U.S. $15.7 billion — Omnicom’s Q4 revenues, up 5.2% organically year-over-year. 3.5% – 4.5% — Omnicom’s forecasted organic revenue growth for 2025, down from the 5.2% growth it…
Consumer engagement has entered a new era where inspiration meets action, and platforms like Pinterest are leading the charge. As a leading visual discovery tool, Pinterest combines creativity, personalization, and commerce to redefine how brands connect with users. In this episode of The Speed of Culture podcast, host Matt Britton is joined by Martha Welsh,…
Dentsu has appointed Jeff Greenspoon as chief global client officer in the latest change to the agency’s leadership team, it exclusively shared with ADWEEK. Greenspoon has been at Dentsu for over a decade, most recently as chief business officer, Americas and global practice president, integrated solutions. He will continue as Americas chief business officer while…
Brave Commerce Live brought together leading voices in commerce to explore the rapidly changing landscape of consumer behavior, technology, and retail strategies. Rachel Tipograph, founder & CEO of MikMak hosted a dynamic panel discussion with Kate Hamill, director and head of industry, retail, and ecommerce at Meta; Veeral Shah, president and CCO of Nestle Health…
A Lay’s decidiu mudar completamente seus planos para o Super Bowl 2025. A menos de um mês do evento, a marca abandonou a campanha que promoveria seu sabor canadense “All Dressed” e apostou em uma história sobre fazendeiros americanos. Por que importa: A mudança acontece em um momento delicado nas relações EUA-Canadá, com discussões sobre …
Leia Com tema “família americana”, Lay’s abandona planos canadenses para o Super Bowl 2025 na íntegra no B9.
A Meta decidiu voltar ao Super Bowl com uma campanha que tenta provar que tecnologia e presença física podem andar juntas. A empresa de Mark Zuckerberg escolheu sua parceria com a Ray-Ban como protagonista do comercial, que terá como estrelas Chris Hemsworth e Chris Pratt. Por que importa: É a primeira vez desde 2022 que …
Leia Meta aposta em dupla de “Chris” para promover óculos inteligente no Super Bowl 2025 na íntegra no B9.
ABC News and NBC News ended January with gains among total viewers and the Adults 25-54 demo. The last week of the month saw news of the Washington, D.C. plane crash drive viewers to World News Tonight with David Muir and NBC Nightly News with Lester Holt. Meanwhile, the reimagined CBS Evening News got off…
There was a time when most Super Bowl commercials didn’t feature a celebrity. No Serena Williams. No Payton Manning. No Martha Stewart. In 2010, only about one-third of Big Game spots included a well-known actor, athlete, or musician, according to television analytics firm iSpot.tv. This changed in 2018, when famous faces appeared in the majority…
A Stella Artois decidiu brincar com uma coincidência onomástica: em seu comercial do Super Bowl, David Beckham descobre que tem um irmão gêmeo americano chamado Dave (Matt Damon), separado no nascimento e tão talentoso quanto ele – só que com bola de futebol americano. ? Por que importa: Filme marca dobradinha de Ben Affleck como …
Leia Stella Artois une Matt Damon e David Beckham como gêmeos separados no nascimento para o Super Bowl 2025 na íntegra no B9.
A Dove decidiu usar seus 30 segundos no Super Bowl para uma mensagem poderosa: “Aos três anos, essas pernas são imparáveis. Aos 14, ela vai achá-las insuportáveis.” ? Por que importa: Segundo pesquisa da marca, 45% das meninas abandonam esportes por baixa autoestima aos 14 anos. Entre elas, 48% ouviram que não tinham o “tipo …
Leia Dove usa Super Bowl para combater pressão estética que afasta meninas do esporte na íntegra no B9.
O Uber Eats decidiu explorar uma teoria da conspiração peculiar em seu comercial do Super Bowl: segundo Matthew McConaughey, o futebol americano foi inventado para fazer as pessoas ficarem com fome. ? Por que importa: Em seu quinto ano consecutivo no evento, marca abandona fórmula habitual e aposta em narrativa conspiratória que conecta comida e …
Leia Super Bowl 2025: Matthew McConaughey revela que futebol americano foi inventado para vender comida em comercial do Uber Eats na íntegra no B9.
Brandy McGill has been named morning anchor at WLOX in Biloxi, Mississippi. McGill started her career at the ABC affiliate before joining WDAM in Hattiesburg. She returned to WLOX in June 2024. “I am beyond thrilled to share that I’ve been promoted to morning anchor at WLOX-TV and will be joining the Good Morning Mississippi…
WOWT anchor John Knicely has announced his retirement after more than 50 years in television. After what the station described as a “stellar career,” Knicely will say goodbye on Wednesday, March 12. He recently celebrated 50 years of working in television. Forty of those years were with the Omaha NBC affiliate. “Congratulations to John on…
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After fierce online bidding wars for vintage copies of “Entertaining,” a homemaking classic from 1982, the publisher decides to put it back in stores.
A Dove decidiu usar seus 30 segundos no Super Bowl para uma mensagem poderosa: “Aos três anos, essas pernas são imparáveis. Aos 14, ela vai achá-las insuportáveis.” ? Por que importa: Segundo pesquisa da marca, 45% das meninas abandonam esportes por baixa autoestima aos 14 anos. Entre elas, 48% ouviram que não tinham o “tipo …
Leia Dove usa Super Bowl para combater pressão estética que afasta meninas do esporte na íntegra no B9.
After Jon Steinlauf’s surprising exit announcement late last year, Warner Bros. Discovery has finally found its new ad sales leader … or, actually, leaders. Today, Warner Bros. Discovery announced that Ryan Gould and Robert “Bobby” Voltaggio will be its new presidents of U.S. advertising sales, effective immediately. The pair oversee the company’s full portfolio for…
Last night at dinner, I found it amusing that the only advertisements I had heard about for the upcoming Super Bowl were related to mayonnaise and avocados from Mexico. In fact, I will be missing the entire event this year because I'll be on a flight to Sweden. I have no concerns about balancing servers to handle traffic spikes, no worries about MySQL queries locking up, no checklists to track when I’m allowed to publish which ads—just no stress at all.
“It's such a relief,” I said to my husband. “It's such a huge workload; people have no idea what goes into it.” He replied, “To be fair, you never told anyone that you literally run the whole thing.”
“I did too!” I retorted.
“No, you may think you have,” he continued, “but it was probably more of a Swedish passive-aggressive quip. People really didn’t understand that you were the server administrator, the programmer, and the editor-in-chief all at once. Nobody knew that Adland was run by one single person.”
I've mentioned this countless times and even advertised my willingness to sell it for years, but perhaps I was too busy running Adland for anyone to notice. Regardless, I can now confidently say that Super Bowl ads are a complete waste of a brand's time.
Think about it. What Super Bowl ads do you remember from last year—without consulting a cheat sheet? How about from the last five years? Can you name your top ten Super Bowl ads from the past decade? If you find it difficult to recall any without searching online, you're not alone. Even I have trouble recalling any ads from last year. It's all a blur to me.
Nowadays, Super Bowl ads are promoted weeks in advance of the game. The “teaser” ad has been replaced by the 90-second version, which is essentially the Super Bowl ad, just not the one that will actually air during the event. The “pregame” hype is louder than the commercial during the game, which airs during the big flush.
The media, 30 seconds during the big game, costs millions of dollars and this price goes up every year. Then the brand pours even more money into production, and celebrities, and hot-shot directors. This ad now becomes “the ad with Meg Ryan”, or “the ad with Ben Affleck”, and if your celebrity stars in more than one superbowl ad like Snoop Dogg, Martha Stewart or Missy Elliot who seems to make a constant cameo, well your brand is SOOL in being remembered. Nobody will recall your brand over the celebrity.
Now imagine, just imagine, if your brand had spent all of these millions of dollars on aggressive PR, a strategic media spend, and one consistent branding idea on several well executed, well directed commercials over the span of an entire year. I could bet you a superbowl ad budget that would give your brand better sales in the end.
The superbowl ads are too often middle-of-the-road, unfunny, unsurprising, unmoving bland and boring these days, they all blend into one another. A good ad is a good ad, no matter when it airs. A bad ad is a bad ad, no matter what celebrity and movie-reference it borrows from.
For the first time in 28 years I'll be seeing this as an outsider, as the person who has ignored the press releases in my inbox (an auto-reply is handling that right now), and I will see what the regular consumer sees. It'll be interesting to see if I'll recall any superbowl ads at all.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
