>> Stephen: YOU WERE THE MASTER OF THE AD GAME FOR
DECADES, ONE OF THE BIGGEST AND MOST IMPRESSIVE FIRMS OUT
THERE-- >> I THINK YOU USED "LEGEND "IN
THE INTRODUCTION.
LET'S STAY WITH THAT.
>> Stephen: EXPLAIN TO ME-- WE'VE GOT THE SUPER BOWL COMING
UP THIS WEEKEND, ALL THE BIG ADS, EVERYBODY WANTS TO SEE
THEM.
HOW DO ADS WORK?
LIKE, WHERE ARE YOU PUTTING THE HOOK IN ON ME, ON MY BRAIP, MY
HEART, MY GUT, OR RIGHT IN THE GROIN?
HOW ARE YOU TRYING TO GET ME?
>> INTERESTINGLY, YOU AIM AT DIFFERENT PART BUT A GREAT AD IS
NO DIFFERENT THAN A GREAT TV SHOW OR A GREAT PIECE OF POETRY.
IT HOLDS UP A MIRROR TO WHO YOU ARE AND PROPERTIES A BRAND AS A
VALUE SYSTEM.
THIS IS WHAT THIS BRAND BRAND IS ABOUT.
IF YOU LIKE IT -- >> Stephen: I'M NOT BUYING
DORITOS.
I'M BUYING A LIFESTYLE.
THIS SUNDAY, A 30-SECOND AD ON THE SUPER BOWL IS $5 MILLION.
HOW DO YOU AS SOMEBODY WHO IS PLAN AGO YOU PLANNED A LOT OF
SUPER BOWL ADS-- HOW DO YOU GET YOUR FIVE MILL OUT OF IT?
>> IN THIS WORLD TODAY CLEARLY YOU HAVE TO GO ON LINE.
IT'S NOT JUST WHAT HAPPENS.
IT'S DO YOU TEASE ONLINE.
DO YOU GET THOUSANDS OF IMPRESSIONS?
DO YOU GET TALKED ABOUT ON SHOWS LIKE THIS?
IN ORDER TO GET THE BANG FOR THE BUCK YOU HAVE TO GO EVERYWHERE,
SO BASICALLY IT'S ON UTUE, IT'S HERE, IT'S THERE.
THERE IS 100 MILLION PEOPLE WATCHING IT ON THE GAME BUT
THERE ARE 60 MILLION PEOPLE.
IT'S THE SAME THING HOW DO YOU GET A BANG FOR A BUCK.
TV IS A SMALLER PART OF THE WORLD WE SEE.
>> Stephen: I DIDN'T REALIZE THAT.
IT'S VERY KEPRESSING.
WHY DID I TAKE THIS GIG, DONNIE?
I DON'T UNDERSTAND.
LET'S TALK ABOUT SOME OF THE MOST FAMOUS SUPER BOWL ADS OF
ALL TIME.
HERE'S ONE THAT CAME OUT IN 2000 WHICH BECAME VERY FAMOUS.
THIS IS THE BUDWEISER AD.
>> HELLO?
>> AARRGGHH.
>> HA-HA-HA.
>> SO WHAT'S UP?
>> WATCHING THE GAME, HAVING A BUD.
>> TRUE.
TRUE.
>> THAT WAS GREAT.
>> Stephen: SO, WHAT WAS DIFFERENT ABOUT THAT?
WHY DID THAT MAKE SUCH AN IMPACT?
>> TWO REASONS.
SOME SOMETHING CLIMBS INTO THE CULTURE-- HERE YOU HAVE AN AD
AND ALL OF A SUDDEN EVERYTHING'S GOING, "WHAT'S UP?"
THEY BROUGHT IT BACK TO THE BRAND.
IT'S ABOUT GUYS WATCHING THE GAME, TALKING ON THE PHONE,
DRINKING A BUD.
YOU NOT ONLY HAVE TO BREAK THROUGH AND MAKE IT PART OF THE
BUT CULTURE BUT YOU HAVE TO BRING IT BACK TO THE BRAND.
TO THIS DAY YOU CAN GO, "WHAT'S UP?"
ACTUALLY, YOU CAN'T.
>> Stephen: THIS IS FROM YOUR COMPANY, THE MOST POPULAR AD BY
FAR FOUR YEARS AGO OR FIVE YEARS AGO, IN 2011.
THIS IS FOR VOLKSWAGEN.
♪ ♪ ♪ ( DOG BARKING )
( LAUGHTER ) ( APPLAUSE )
>> Stephen: I WILL BUY THAT CHILD ANYTHING!
I WOULD BUY THAT CHILD ANYTHING?
NOW WHY, WHY, TELL ME ABOUT THAT AD AND EXPLAIN TO ME WHY IS THAT
AD ONE THA I JUST-- IT'S SO APPEALING TO ME?
>> I THINK THE BEST ADS OVER TIME ARE SIMPLE HELP STORIES
THAT WE CAN ALL RELATE TO.
WOW.
I LOVE THE WAY THEY APPROACH THAT KID.
YOU BRING IN A PIECE OF POPULAR CULT WUR "STAR WARS" BUT
SOMETIMES IT'S SO HUMAN AND HITS YOU-- IT'S INTERESTING YOU
TALKED ABOUT IT.
IT HITS YOU IN THE HEART.
I LIKE A COMPANY THAT BRINGS ME AN AD LIKE THAT.
I LIKE VOLKSWAGEN.
>> Stephen: I THOUGHT YOU WERE GOING TO SAY I LIKE A COMPANY
THAT BRINGS AN AD LIKE THAT.
OF COURSE, IT'S YOUR COMPANY.