Getting an A in your ABCDs

Happy Friday,

Missed me? Me too.

Back from my first ski trip in Whistler, learning how not to die when skiing a bowl and getting 60cm of fresh snow as a reward afterwards, the best.

How was your week? Good? Ready for the Super Bowl? I hope so. It's everywhere you look. Like the players, brands have already started warming up for the big day.

Heads up, next week, Frank Galvani will take over to share what made the difference in the 2025 crop. 

Until then, here's what seems to be what's on brand builders creative brief : 

Nostalgia revival

The '80s and '90s are back, Seal, When Harry met Sally, Muppets are all showing up, bringing the Zs, the Millennials and Xs together on the ride

Soooo many celebrities

At $8M for 30sec, you might as well go all in, and one is no longer enough. From the Afflecks to Bardem,  Beckham, Damon, Dafoe, Bacon, and McConaughey, bring it on!

The Attention game

To have effective campaigns, brand builders need to follow the ABCD rules, but for Super Bowl season, they need to capitalize their A's above all.

Like a great movie trailer, getting everyone's attention in under 6 seconds (and keeping it) is now table stakes, and yes, sometimes, at the expense of their brand. But, with the amount of potential earned media this can create, the risk is worth it.

The Attention game is nothing new on SuperBowl, and to keep you waiting until showtime, here are some of the classics ones that keep grabbing everyone's attention even after twenty years: 

Wassup, Joy of Pepsi, Terry Tate, Raised by Wolves, Don't Judge Too Quickly, Stick, Side of Life, The Interview, 1 second, The Man Your Man Could Smell Like, The Force, Its Half Time America, Farmer, Time Machine, Like a Girl, Marilyn Monroe, John Malkovich, It's a Tide Ad, Joust, Groundhog Day, Let's Grab a Beer, Interface Interruption, Michael Cera, Puppy Love, Like a Good Neighbaaa, First Date, You Gotta Love a Man Who Cleans, Weiner Stampede, Ultrasound,  Pickleball Babies, Human, Crunch Time, Bad Romance, Fix the World, Alexa's Body, Rabbit Holes.

Go Chiefs!

See you next week!