The end of Woke gave birth to great Super Bowl ads again. Allison Weissbrot of Ad Week has the best of the best and why.
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Speaker 1 (00:00):
Previously on your Morning show with Michael del Chuonho.
Speaker 2 (00:04):
I think a lot of us woke up shocked. Eye
popping viewership record for the super Bowl. One hundred and
thirty five million people were watching the Super Bowl at
its peak, even that awful halftime show at one hundred
and thirty one million viewers. That was a lot of eyes,
and many of them on the commercials. Allison wisbroad is
(00:29):
that's that is how I pronounce it right.
Speaker 3 (00:31):
Allison's sell hey, and it's weisbrot right it is? Yes,
I got the name right. I'm Dell Jorno and everybody
mispronounces my name.
Speaker 4 (00:42):
It happens.
Speaker 3 (00:43):
Okay, yeah, so uh super Bowl commercials? Right, So I
have my list and then we'll compare it to yours.
I have a couple of general observations. One, it just
seems like, rather than social messaging, there was kind of
a return to being clever, to being funny, and to
promoting the actual product. I thought that was a wonderful
(01:03):
step in the right direction. Did you sense that.
Speaker 4 (01:07):
That was definitely a trend. We've exited the era of
purposeful messaging for brands, and I don't necessarily think that's
a bad thing. I think at the end of the day,
like these companies are trying to sell a product, and
to do that, you don't really want to politicize your company.
I think, you know, there are certain things you can
do to be a good corporate citizen. But super Bowl
(01:30):
has returned to humor, and I think that's okay.
Speaker 3 (01:33):
It left me as a viewer because I have kind
of checked out of commercials. To me, they haven't been
the event that they were propped up to be for
over two decades. You are right to point out, and
I think COVID really took us over the edge. After COVID,
everybody felt like it was corporate's responsibility to send messaging
and even before that with Black Lives Matter and some
(01:56):
other things. So this was noticeably to me, Oh my gosh,
they got funny again. Oh my gosh, great use of
celebrities again. Oh my gosh, this is creative genius in
a lot of cases. So we all sense that. And
then when it came to the other side of what
even when commercials were great in the past, you don't
always remember the product. I thought it was better at
(02:18):
remembering the product as it was being clever, fun and
funny or, in the case of Jeep and others, profound
and dramatic. Did you sense that as an expert, Yeah.
Speaker 4 (02:29):
I think that, you know, there was definitely an effort
this year to sort of get back to the basics
of advertising, right to like a large audience and getting
a lot of people to either be familiar with your
product or have affinity for your product. And I think that,
you know, it's not a coincidence that the country has
sort of shifted away from this purposeful messaging and honestly,
(02:54):
this inclusivity movement. I think, you know, the brands are
reading the room and the last election was sort of
a big, a big marker for them to you know,
approach their communications differently.
Speaker 3 (03:08):
We're talking about commercial ads in the Super Bowl, we
should add what eight million dollars?
Speaker 5 (03:13):
But was that us for thirty seconds though, wasn't it? Allison?
Speaker 4 (03:17):
Yep? Just thirty seconds? Eight million dollars?
Speaker 3 (03:19):
And then we're to assume that that Jeep commercial that
I loved that was over. It was two and a
half minutes, right, So do the math on that timespot, Yes, it.
Speaker 4 (03:28):
Was two minutes and it had Harrison four in it,
So do the math on that touche Alliston.
Speaker 3 (03:35):
Yeah, you know we talk about these ads often, is
the case through the years, Like I will tell you
my three favorite and we don't have to have a
long discussion. I'm not a narcissist. But the Beckham Twins
come on. You start in England and the parents break
the news to him he had a twin. They left
him in America. He's the other David. He goes to
America and that David is Matt Damon who they have
a hilarious exchange and then he kicks a football that's
(03:57):
a tradition and it goes about two city was Stella ata?
How do I say that? A twa stella awalbeer? But
I remember it was Stella a twa bud light had
the cul de sac. The cul de sac was great,
the mountain dew, I mean, seal is a seal.
Speaker 5 (04:12):
I loved it.
Speaker 3 (04:13):
Really, it's only the one with Eugene Levy's eyebrows that
start flying off and going places. I don't I still
couldn't tell you who that was for. I know it
was a snack of some kind. But you know, often
what is the case is what we all talk about
and what's viral and and buzz isn't what the testing shows, right,
is most effective.
Speaker 4 (04:33):
Yeah, it's really interesting. You have kind of like what
the advertising community is talking about. You have what people
are engaging with the most, and then you have what
sort of most memorable, top of mind and liked by
like the average person just watching the game. So I
think that they're all different. So it's interesting to see, Like,
(04:54):
I think the most important audience is the consumer, right
who might buy your product, and I think that to
most of these agencies and brands are creating for. But
it is always interesting to see like the difference between
the insider retake versus you know, what the average kind
of viewer feels.
Speaker 3 (05:12):
Yeah, that's kind of very interesting and fascinating that the
view from the because that's big business, you know, from
the advertising versus the customer themselves or the generic cultural
public response. That is two completely different gauges. What were
your thoughts What stood out to you as some of
(05:33):
the kind of sees both sides of the fence.
Speaker 4 (05:36):
Yeah, so, I for me, one of my favorites, I
thought Nike had a really big moment last night. This
was their first time advertising in the Super Bowl since
nineteen ninety eight, and they're a brand that's really in
the middle of a turnaround project right now, I say,
face competition from newer brands like Hoka and on. So
I thought that ad got really positive reactions. I'm cure
(06:00):
if it was reacted mostly positively by like the creative community,
because Nike's really held up as sort of like a
beacon of TV advertising. But I personally liked that one.
And then I thought that there were some funny ones
like seal as a seal as you mentioned for Mountain Dew,
like that actually made me laugh out loud. Yeah, the
(06:21):
Google Pixel ad kind of made me like, shed a
little bit of a tear when I watched it, So yeah,
I definitely like some of them. Drew stirred up some emotions.
Speaker 3 (06:32):
Alison weisbroad Is joining us. What did you make of
the Oh gosh, and I'm trying not to you know
what you have me so paranoid. I don't want to
fail the remembering the brand with it. I want to
say it was Rocket Mortgage, the take you home come yeah,
and then tying it in they have to pay extra
for that. Right where you watch the commercial, then you
(06:54):
come back to the Superdome and the fans are having
an experience with that song.
Speaker 5 (06:58):
That's got to be part of the sale.
Speaker 4 (07:00):
I would think, I actually don't know if they paid
extra for that, And you're not the first person to
ask me that, so that's something I want to dig into.
But that's kind of amazing.
Speaker 5 (07:09):
That's a neat twist though.
Speaker 3 (07:10):
You come back to the stadium and they're singing the
same song you were singing leaving the commercial and they
just kind of blend right into the game. That's pretty
I guarantee you they had to pay something extra for that,
But I thought'd like that one.
Speaker 4 (07:22):
I mean, yeah, that one. I mean it's it's definitely
a big They're in another brand that's sort of in
the middle of a big rebrand and new positioning about
all about sort of like taking people home. They have
a new CMO, Jonathan Mildenhall, who was kind of, you know,
responsible for building the Airbnb brand, and he's kind of
(07:43):
the celebrity CMO. So I'll be curious to see what
people thought of that.
Speaker 3 (07:47):
So closing moments with Alison Wise brought this, But we
did the Harrison Ford. I loved your line too, and
it was Harrison Ford. So figure that one into it.
But you know, when you're looking at over forty something
million dollars in one commercial in a Super Bowl and
you don't know if that's when people had to go
number one versus a campaign over a year, and then
(08:11):
you know, and I look back and I think of
how damaging the OJ trial was to people's view of
the justice system on either side of the matrix. Quite frankly,
that's a big marketing question, right, like, can you really
make it count in one big ad? Because there's a
lot on the line, and in some of these companies'
cases it's it's seventy eighty percent of their overall budget
(08:33):
for the year. I mean, they either hit a home
run or they're really out of luck. That's a tough strategy,
isn't it.
Speaker 4 (08:40):
Yeah, I mean there is really a lot riding on
those thirty sixty ninety seconds. But at the same time,
I think it's pretty rare for brands to not build
a larger long term strategy around these Super Bowl ads. Oftentimes,
the Super Bowl is a moment to launch a new brand, positioning,
or platform for the year, and there's a lot of
other activity that sort of comes, you know, after the
(09:04):
big Super Bowl Moment and before too.
Speaker 3 (09:06):
Honestly, homes dot com would be the great example of that, right, Yeah.
Speaker 4 (09:12):
No, I think there were a lot of brands that
sort of like, you know, you have to extend the
work that go and the money and the investment that
goes into this ad that you're creating. While you do
get a lot of use and eyeballs on that one night,
it really is sort of a launching pad for something bigger.
Speaker 3 (09:30):
So do you think for those that bombed there's kind
of a merciful reality? There are so many and then
we start we usually virally talk about the ones we loved,
You just kind of forget the bad ones. But who
are people that went big or go home and ended
up going home with a very unmemorable or really a
really I don't know what you were trying to do,
(09:51):
but you didn't do it kind of a bad ad?
Any that stick out the worst?
Speaker 4 (09:56):
Yeah, there were a few. I thought that some of
the ads would is weird, like body imagery, like the
dancing tongues for Coffee Made and the fleshy hot for
two Lee. I thought those were a little odd. I
thought that there were a few that you know, relied
maybe too heavily on celebrity didn't really get the message across.
Speaker 3 (10:17):
Like can I give you a crazy one? Yeah? Let
me end with a crazy one. Okay, So you would
have thought, and I think when they did it Helman's
they thought they would be the viral talk of the day.
And had they sat me down in a room prior
to it, I would say, well, if you're going to
do it, it cannot leak. All your money rides on
(10:39):
it not leaking. You got to just end up at
that table out of nowhere. Nobody sees it coming and
there's Billy, Crystal and Megran and I would say, and
careful how you shoot it. Otherwise they're going to spend
the first fifteen seconds kind of especially with Meg Ryan,
who they haven't seen in a long time, being shocked
by appearance. But they did leak it, and everybody did
(10:59):
know what was coming. I'm sorry. What should have been
the best most memorable I thought was the biggest flop
of the night. And that reminder, if you're going to
be funny, can you imagine they're all waking up tomorrow
today and they're going, you mean to tell me.
Speaker 5 (11:12):
Seal is a seal?
Speaker 3 (11:14):
They're talking about and not megro Billy Crystal from Mary
met Sally. But yeah, I mean I really didn't want
to see her reenact that at her current aide. It
was just I don't know, to me, that was the
biggest flop that I remember.
Speaker 4 (11:27):
Uh yeah, I think it was a little too on
the nose, right. They didn't really do anything like creative
or different with it. They just kind of recreated a
scene that is, you know, however many decades old, and
then threw in a Sydney Sweeney at the end as
a jen Z reference. So I think that they thought
that that would have gone better than yeah did And.
Speaker 5 (11:48):
Then you know, seal is a seal.
Speaker 3 (11:51):
I mean, it was just so obvious. It's kind of
like Frankenstein reading the Wall Street Journal and young Frankenstein
going ew sometimes simple as it just is. I think
Harrison Ford, I love the long conversation about freedom, how
our differences make us better, that address culture, the electric
versus Gas was subtly kind of there, and then ending
(12:13):
with I love g and my last name's Ford. I'm
gonna go ahead and for dramatic give that my winner.
And I think Stelle, I don't know something about the
Beckham family telling David he had a brother, and it
turned out to be Matt Damon ended up being my favorites.
But that's it's nice to have him back, is the
main thing. I thought it was a return to some
really great commercials.
Speaker 4 (12:32):
Yeah, I think so. I think people were relieved to
have a little less serious messaging this year, and yeah,
I thought it was fun.
Speaker 5 (12:42):
Alison Wisebrat, thanks so much for your time.
Speaker 1 (12:44):
Thank you, miss a little, miss a lot, miss a lot,
and we'll miss you. It's your Morning Show with Michael
del Churno.
Previously on your Morning show with Michael del Chuonho.
Speaker 2 (00:04):
I think a lot of us woke up shocked. Eye
popping viewership record for the super Bowl. One hundred and
thirty five million people were watching the Super Bowl at
its peak, even that awful halftime show at one hundred
and thirty one million viewers. That was a lot of eyes,
and many of them on the commercials. Allison wisbroad is
(00:29):
that's that is how I pronounce it right.
Speaker 3 (00:31):
Allison's sell hey, and it's weisbrot right it is? Yes,
I got the name right. I'm Dell Jorno and everybody
mispronounces my name.
Speaker 4 (00:42):
It happens.
Speaker 3 (00:43):
Okay, yeah, so uh super Bowl commercials? Right, So I
have my list and then we'll compare it to yours.
I have a couple of general observations. One, it just
seems like, rather than social messaging, there was kind of
a return to being clever, to being funny, and to
promoting the actual product. I thought that was a wonderful
(01:03):
step in the right direction. Did you sense that.
Speaker 4 (01:07):
That was definitely a trend. We've exited the era of
purposeful messaging for brands, and I don't necessarily think that's
a bad thing. I think at the end of the day,
like these companies are trying to sell a product, and
to do that, you don't really want to politicize your company.
I think, you know, there are certain things you can
do to be a good corporate citizen. But super Bowl
(01:30):
has returned to humor, and I think that's okay.
Speaker 3 (01:33):
It left me as a viewer because I have kind
of checked out of commercials. To me, they haven't been
the event that they were propped up to be for
over two decades. You are right to point out, and
I think COVID really took us over the edge. After COVID,
everybody felt like it was corporate's responsibility to send messaging
and even before that with Black Lives Matter and some
(01:56):
other things. So this was noticeably to me, Oh my gosh,
they got funny again. Oh my gosh, great use of
celebrities again. Oh my gosh, this is creative genius in
a lot of cases. So we all sense that. And
then when it came to the other side of what
even when commercials were great in the past, you don't
always remember the product. I thought it was better at
(02:18):
remembering the product as it was being clever, fun and
funny or, in the case of Jeep and others, profound
and dramatic. Did you sense that as an expert, Yeah.
Speaker 4 (02:29):
I think that, you know, there was definitely an effort
this year to sort of get back to the basics
of advertising, right to like a large audience and getting
a lot of people to either be familiar with your
product or have affinity for your product. And I think that,
you know, it's not a coincidence that the country has
sort of shifted away from this purposeful messaging and honestly,
(02:54):
this inclusivity movement. I think, you know, the brands are
reading the room and the last election was sort of
a big, a big marker for them to you know,
approach their communications differently.
Speaker 3 (03:08):
We're talking about commercial ads in the Super Bowl, we
should add what eight million dollars?
Speaker 5 (03:13):
But was that us for thirty seconds though, wasn't it? Allison?
Speaker 4 (03:17):
Yep? Just thirty seconds? Eight million dollars?
Speaker 3 (03:19):
And then we're to assume that that Jeep commercial that
I loved that was over. It was two and a
half minutes, right, So do the math on that timespot, Yes, it.
Speaker 4 (03:28):
Was two minutes and it had Harrison four in it,
So do the math on that touche Alliston.
Speaker 3 (03:35):
Yeah, you know we talk about these ads often, is
the case through the years, Like I will tell you
my three favorite and we don't have to have a
long discussion. I'm not a narcissist. But the Beckham Twins
come on. You start in England and the parents break
the news to him he had a twin. They left
him in America. He's the other David. He goes to
America and that David is Matt Damon who they have
a hilarious exchange and then he kicks a football that's
(03:57):
a tradition and it goes about two city was Stella ata?
How do I say that? A twa stella awalbeer? But
I remember it was Stella a twa bud light had
the cul de sac. The cul de sac was great,
the mountain dew, I mean, seal is a seal.
Speaker 5 (04:12):
I loved it.
Speaker 3 (04:13):
Really, it's only the one with Eugene Levy's eyebrows that
start flying off and going places. I don't I still
couldn't tell you who that was for. I know it
was a snack of some kind. But you know, often
what is the case is what we all talk about
and what's viral and and buzz isn't what the testing shows, right,
is most effective.
Speaker 4 (04:33):
Yeah, it's really interesting. You have kind of like what
the advertising community is talking about. You have what people
are engaging with the most, and then you have what
sort of most memorable, top of mind and liked by
like the average person just watching the game. So I
think that they're all different. So it's interesting to see, Like,
(04:54):
I think the most important audience is the consumer, right
who might buy your product, and I think that to
most of these agencies and brands are creating for. But
it is always interesting to see like the difference between
the insider retake versus you know, what the average kind
of viewer feels.
Speaker 3 (05:12):
Yeah, that's kind of very interesting and fascinating that the
view from the because that's big business, you know, from
the advertising versus the customer themselves or the generic cultural
public response. That is two completely different gauges. What were
your thoughts What stood out to you as some of
(05:33):
the kind of sees both sides of the fence.
Speaker 4 (05:36):
Yeah, so, I for me, one of my favorites, I
thought Nike had a really big moment last night. This
was their first time advertising in the Super Bowl since
nineteen ninety eight, and they're a brand that's really in
the middle of a turnaround project right now, I say,
face competition from newer brands like Hoka and on. So
I thought that ad got really positive reactions. I'm cure
(06:00):
if it was reacted mostly positively by like the creative community,
because Nike's really held up as sort of like a
beacon of TV advertising. But I personally liked that one.
And then I thought that there were some funny ones
like seal as a seal as you mentioned for Mountain Dew,
like that actually made me laugh out loud. Yeah, the
(06:21):
Google Pixel ad kind of made me like, shed a
little bit of a tear when I watched it, So yeah,
I definitely like some of them. Drew stirred up some emotions.
Speaker 3 (06:32):
Alison weisbroad Is joining us. What did you make of
the Oh gosh, and I'm trying not to you know
what you have me so paranoid. I don't want to
fail the remembering the brand with it. I want to
say it was Rocket Mortgage, the take you home come yeah,
and then tying it in they have to pay extra
for that. Right where you watch the commercial, then you
(06:54):
come back to the Superdome and the fans are having
an experience with that song.
Speaker 5 (06:58):
That's got to be part of the sale.
Speaker 4 (07:00):
I would think, I actually don't know if they paid
extra for that, And you're not the first person to
ask me that, so that's something I want to dig into.
But that's kind of amazing.
Speaker 5 (07:09):
That's a neat twist though.
Speaker 3 (07:10):
You come back to the stadium and they're singing the
same song you were singing leaving the commercial and they
just kind of blend right into the game. That's pretty
I guarantee you they had to pay something extra for that,
But I thought'd like that one.
Speaker 4 (07:22):
I mean, yeah, that one. I mean it's it's definitely
a big They're in another brand that's sort of in
the middle of a big rebrand and new positioning about
all about sort of like taking people home. They have
a new CMO, Jonathan Mildenhall, who was kind of, you know,
responsible for building the Airbnb brand, and he's kind of
(07:43):
the celebrity CMO. So I'll be curious to see what
people thought of that.
Speaker 3 (07:47):
So closing moments with Alison Wise brought this, But we
did the Harrison Ford. I loved your line too, and
it was Harrison Ford. So figure that one into it.
But you know, when you're looking at over forty something
million dollars in one commercial in a Super Bowl and
you don't know if that's when people had to go
number one versus a campaign over a year, and then
(08:11):
you know, and I look back and I think of
how damaging the OJ trial was to people's view of
the justice system on either side of the matrix. Quite frankly,
that's a big marketing question, right, like, can you really
make it count in one big ad? Because there's a
lot on the line, and in some of these companies'
cases it's it's seventy eighty percent of their overall budget
(08:33):
for the year. I mean, they either hit a home
run or they're really out of luck. That's a tough strategy,
isn't it.
Speaker 4 (08:40):
Yeah, I mean there is really a lot riding on
those thirty sixty ninety seconds. But at the same time,
I think it's pretty rare for brands to not build
a larger long term strategy around these Super Bowl ads. Oftentimes,
the Super Bowl is a moment to launch a new brand, positioning,
or platform for the year, and there's a lot of
other activity that sort of comes, you know, after the
(09:04):
big Super Bowl Moment and before too.
Speaker 3 (09:06):
Honestly, homes dot com would be the great example of that, right, Yeah.
Speaker 4 (09:12):
No, I think there were a lot of brands that
sort of like, you know, you have to extend the
work that go and the money and the investment that
goes into this ad that you're creating. While you do
get a lot of use and eyeballs on that one night,
it really is sort of a launching pad for something bigger.
Speaker 3 (09:30):
So do you think for those that bombed there's kind
of a merciful reality? There are so many and then
we start we usually virally talk about the ones we loved,
You just kind of forget the bad ones. But who
are people that went big or go home and ended
up going home with a very unmemorable or really a
really I don't know what you were trying to do,
(09:51):
but you didn't do it kind of a bad ad?
Any that stick out the worst?
Speaker 4 (09:56):
Yeah, there were a few. I thought that some of
the ads would is weird, like body imagery, like the
dancing tongues for Coffee Made and the fleshy hot for
two Lee. I thought those were a little odd. I
thought that there were a few that you know, relied
maybe too heavily on celebrity didn't really get the message across.
Speaker 3 (10:17):
Like can I give you a crazy one? Yeah? Let
me end with a crazy one. Okay, So you would
have thought, and I think when they did it Helman's
they thought they would be the viral talk of the day.
And had they sat me down in a room prior
to it, I would say, well, if you're going to
do it, it cannot leak. All your money rides on
(10:39):
it not leaking. You got to just end up at
that table out of nowhere. Nobody sees it coming and
there's Billy, Crystal and Megran and I would say, and
careful how you shoot it. Otherwise they're going to spend
the first fifteen seconds kind of especially with Meg Ryan,
who they haven't seen in a long time, being shocked
by appearance. But they did leak it, and everybody did
(10:59):
know what was coming. I'm sorry. What should have been
the best most memorable I thought was the biggest flop
of the night. And that reminder, if you're going to
be funny, can you imagine they're all waking up tomorrow
today and they're going, you mean to tell me.
Speaker 5 (11:12):
Seal is a seal?
Speaker 3 (11:14):
They're talking about and not megro Billy Crystal from Mary
met Sally. But yeah, I mean I really didn't want
to see her reenact that at her current aide. It
was just I don't know, to me, that was the
biggest flop that I remember.
Speaker 4 (11:27):
Uh yeah, I think it was a little too on
the nose, right. They didn't really do anything like creative
or different with it. They just kind of recreated a
scene that is, you know, however many decades old, and
then threw in a Sydney Sweeney at the end as
a jen Z reference. So I think that they thought
that that would have gone better than yeah did And.
Speaker 5 (11:48):
Then you know, seal is a seal.
Speaker 3 (11:51):
I mean, it was just so obvious. It's kind of
like Frankenstein reading the Wall Street Journal and young Frankenstein
going ew sometimes simple as it just is. I think
Harrison Ford, I love the long conversation about freedom, how
our differences make us better, that address culture, the electric
versus Gas was subtly kind of there, and then ending
(12:13):
with I love g and my last name's Ford. I'm
gonna go ahead and for dramatic give that my winner.
And I think Stelle, I don't know something about the
Beckham family telling David he had a brother, and it
turned out to be Matt Damon ended up being my favorites.
But that's it's nice to have him back, is the
main thing. I thought it was a return to some
really great commercials.
Speaker 4 (12:32):
Yeah, I think so. I think people were relieved to
have a little less serious messaging this year, and yeah,
I thought it was fun.
Speaker 5 (12:42):
Alison Wisebrat, thanks so much for your time.
Speaker 1 (12:44):
Thank you, miss a little, miss a lot, miss a lot,
and we'll miss you. It's your Morning Show with Michael
del Churno.
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