WE
WE ALL
WE ALL KNOW SOME PEOPLE WATCH THE SUPER BOWL SIMPLY FOR OUR SHOWS, RIGHT? SO HOW WILL THOSE
ADS LOOK THIS YEAR AMIDST A
PANDEMIC? AD CREATOR AND TV
ACADEMY MEMBER ROSS MARTIN
JOINS US TO TALK ABOUT WHAT WE
CAN EXPECT AND MAYBE GIVE US A
LITTLE BIT OF A PREVIEW OF THE
AD THAT HE PRODUCED AS WELL.
GOOD MORNING, ROSS. THANKS FOR
BEING WITH US, EVAN. THANKS FOR
HAVING ME. ALL RIGHT. SO FIRST
THINGS FIRST. WE ARE OF COURSE
STILL IN THIS ONGOING PANDEMIC.
WHAT OVERALL TRENDS CAN WE
EXPECT TO SEE AND HOW WILL THAT
TIE INTO THE COMMERCIALS THAT
WE SEE THIS YEAR? YEAH, YOU'RE
TOTALLY RIGHT. THIS IS AN
UNPRECEDENTED TIME IN HUMAN
HISTORY. AND IT MAKES IT MAKES
THE JOB OF ACTUALLY MARKETING
AND ADVERTISING YOUR BRAND OR
BUSINESS SO MUCH MORE
COMPLICATED. IT REQUIRES SO
MUCH MORE SENSITIVITY AND
AUTHENTICITY. KNOWING WHO YOU
ARE AS A BRAND AND WHAT YOU
MEAN WHAT THE WORLD MIGHT WANT
TO HEAR FROM YOU AND I THINK
THERE'S AN ADDED COMPONENT THIS
YEAR WHICH IS THAT IT'S NOT
JUST WHAT YOU SAY IN YOUR AD
BUT WHAT YOUR AD SAYS ABOUT YOU
AS A BRAND AND AS A BUSINESS.
SO I DO THINK THAT GIVEN WHAT'S
GOING ON WITH THE PANDEMIC,
WITH POLITICAL UNREST, ARE WE
EXPECTED TO SEE MORE OF THE
COMICAL TONE OR DO YOU THINK
THAT WE'LL HAVE MORE OF THAT
INSPIRATIONAL TIE IN? YEAH. I
LOVE THE QUESTION AND YOU'RE
RIGHT ON. I MEAN I THINK IN THE
SUPER BOWL WE ARE USED TO
SEEING HUMOR AND SOCIAL
ACTIVISM. WE'RE GOING TO SEE A
BIT OF BOTH. THERE'S SO MUCH
SORT OF JOY AND THE LAUGHS I'VE
I'VE HAD THE PLEASURE OF SEEING
MOST OF THE ADS ALREADY AND I
THINK PEOPLE ARE GOING TO LOVE
THEM IS ALSO A BUNCH OF
CELEBRITY CAMEOS AND SURPRISES
THAT ARE GOING TO SORT OF POP
PEOPLE OUT OF THE EVERYDAY VERY
DIFFICULT REALITY THAT WE'RE
ALL IN. SO THAT'S SOMETHING TO
LOOK FORWARD TO. BUT ALSO THIS
YEAR THERE ARE SO MANY FIRSTS.
AND BY THAT I MEAN IT'S A BUNCH
OF BRANDS WE'RE USED TO SEEING
THAT WE'RE NOT GOING TO BE
THERE THIS YEAR BUDWEISER.
THEY'RE NOT COMING. COCA-COLA.
SAME THING. AND MY FAVORITE THE
FUNNY COUSIN OF THE SUPER BOWL
EVERY YEAR. AVOCADOS FROM
MEXICO. THEY'RE NOT COMING
EITHER WHICH MAKES ROOM FOR A
BUNCH OF NEWBIES WHO HAVE NEVER
EVER BEEN HERE BEFORE. SOME OF
THEM ARE BRANDS YOU'VE HEARD OF
LIKE HUGGIES OR SCOTTS MIRACLE
GRO MAKING THEIR DEBUT. OTHERS
YOU HAVEN'T HEARD OF BEFORE
LIKE FIBER OR LIKE SHIFT FOR
SHOP AECOM WHICH ARE YOU KNOW,
REALLY IT'S THEIR FIRST CHANCE
ON THE BIG GLOBAL STAGE TO TELL
THEIR STORY. WHAT DO YOU THINK
IT IS THAT SOME OF THOSE BIGGER
COMPANIES AREN'T GOING TO BE IN
THIS YEAR AND DO YOU THINK THAT
THEY BELIEVE THAT THEIR ADS
AREN'T GOING TO BE YOU KNOW? DO
THEY BELIEVE THAT THOSE ADS
AREN'T REALLY RELEVANT ANYMORE?
WHAT DO YOU THINK? WELL, IT'S
CERTAINLY NOT ABOUT RELEVANCE.
I MEAN I THINK IT'S FUNNY WHEN
WHEN SOME OF THE NEWS IS ABOUT
WHO'S NOT GOING TO BE IN THE
SUPER BOWL, YOU KNOW HOW
RELEVANT THE SUPER BOWL
ACTUALLY IS IN THIS CASE.
BUDWEISER MADE THE CHOICE AND
SOME ARE APPLAUDING FOR IT TO
TAKE THE MONEY THEY WOULD HAVE
SPENT ON MAKING AND BUYING AD
SPACE AND TIME AND THE SUPER
BOWL AND DONATE THAT TO
FRONTLINE MEDICAL WORKERS AND
THE EARNED MEDIA THEY'VE GOTTEN
FROM THAT GESTURE HAS BEEN AN
ENORMOUS BOOST TO THEIR BRAND
SENTIMENT. SO I APPLAUD THAT
EFFORT. THERE ARE OTHER BRANDS
WHO ARE SITTING OUT BECAUSE
QUITE FRANKLY THEY REALLY DON'T
KNOW WHAT'S TO SAY AND THIS IS
A TERRIFYING MOMENT FOR A
MARKETER WHO RUNS A BRAND THAT
MAYBE THEY DON'T KNOW WHAT THAT
BRAND STANDS FOR THAT WOULD BE
SOMETHING THAT WOULD KEEP YOU,
YOU KNOW, OUT. AND COULD YOU
TELL US? I MEAN YOU'VE BEEN
INVOLVED IN MANY OF THESE ADS.
CAN YOU TELL US WHAT KINDS OF
ADS YOU PRODUCE AND WHAT YOUR
ADS THIS YEAR LOOK LIKE? YEAH.
I MEAN I THINK OUR BEST KNOWN
CAMPAIGNS FROM THE YEAR WE'VE
JUST HAD WORD FOR TICKTOCK
THEIR FIRST EVER GLOBAL BRAND
CAMPAIGN IT STARTS ON TICKTOCK
SUPER PROUD OF THAT AND LOVE
THE PLATFORM. INCREDIBLE
CLIENTS AND INCREDIBLE
COMMUNITY ON TICK TOCK THIS
YEAR. I'M REALLY EXCITED
BECAUSE WE WE HAVE TWO SPOTS WE
HAVE THE NFL REALLY THE NFL
SHOP AND THEN ALSO INSPIRATION
FOR INSPIRATION FOR IS THE
FIRST ALL CIVILIAN MISSION TO
OUTER SPACE. COMMANDER JARED
ISAAC MEN VISIONARY
ENTREPRENEUR STARTED HIS
COMPANY IN HIS PARENTS BASEMENT
WHILE HE WAS IN HIGH SCHOOL AND
THAT COMPANY IS SHIFT FOR AND
SHIFT FOR SHOP DECOMP AND
THEY'RE SPONSORING THE FIRST
EVER ALL CIVILIAN MISSION TO
OUTER SPACE. INSPIRATION FOR
THAT'S WHAT THIS PATCHES HERE
AND WE JUST ANNOUNCED THIS
HISTORIC FIRST MISSION. IT'S
NEVER HAPPENED BEFORE. THERE'S
NO ASTRONAUTS, JUST REGULAR
PEOPLE LIKE YOU AND ME AND
WE'RE GIVING AWAY TWO SEATS ON
THIS HISTORIC MISSION AND THIS
SPOT REALLY PRESENTS THAT
OPPORTUNITY TO THE HUNDRED
MILLION PEOPLE THAT WILL BE
WATCHING THE SUPER BOWL. AND IT
REALLY REPRESENTS THAT AND HOPE
GENEROSITY, PROSPERITY AND THE
CELEBRATION OF HUMAN INNOVATION