• Game of Ads

    By: 
    Alexandra Paparsenos
    Feb 2

    The pricey TV spot rarely stands alone these days, particularly on Super Bowl Sunday. If a brand wants to benefit from its $4 million investment it better develop extensions beyond gameday creative.

  • What makes Betty White, A Tailor and a Monster Super?

    By: 
    Alexandra Paparsenos
    Feb 3

    Why do brands, year after year, spend upwards of $3.5 million on a 30-second Super Bowl spot? Because with those 30 seconds in the spotlight comes media coverage, instant social media buzz – sometimes positive, sometimes negative – and weeks of viral chatter. And for the brands that really do it right, those weeks can turn into years.

  • The legends, the one-hit wonders & the comeback kings

    By: 
    Fred Conover
    Feb 2

    Beyond the actual game, the most heated debates in the aftermath of this Sunday’s Super Bowl will center on two expressions of creativity - the commercials and the halftime show.

  • Getting ready for advertising’s (and football’s) biggest day

    By: 
    Peter Winch
    Jan 24

    If you were to ask your mother where she’ll be watching game seven of the NBA finals, she might ask if you’re running a fever. But ask where she plans to watch the Super Bowl, and you’re more likely to hear: “We’ve been invited to watch the game at the Mahoney’s house.”

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