The nostalgic trip down entertainment memory lane via Clueless, Breaking Bad, Caddyshack, Cliffhanger and Zoolander was entertaining though somewhat equally run of the mill. It generally felt like film craft and the heart-warming, gut-wrenching storytelling with a real POV of years past has been replaced by lazy celebrity tokenism – from Snoop Dogg to Pete Davidson, Adam Driver to Brie Larson, plus Serena in two separate booze spots, I would wager nobody remembers what these stars were repping today. Overall defying many a recent Super Bowl, the action on the field was far more engaging than the action in the ad breaks. The world’s greatest storytelling machine celebrates its centennial and this totally safe, utterly unimaginative montage played like a mediocre internal corporate mood film when it could have been a timeless, generation-defying homage to uniting people in the spirit of imagination. Oh my, 100 years of storytelling passion reduced to a 90-second Disney-verse supercut. Having just announced an exclusive sponsorship deal with the UFC, it's pretty clear that the brand’s Super Bowl debut will be entirely forgotten - and early data from Sprinklr, the social analytics platform, suggest it may already have been. But the Super Bowl is far from a fame-making guarantee, and this year’s long line of hopefuls were no exception.ĭid Prime sports drink need a multi-million-dollar Super Bowl spot given the unprecedented free fame the brand has achieved in its first year? Sold out everywhere with frenzied shoppers trying to get their hands on a single bottle and a massive secondary market price inflation mimicking the type of fame only seen in hype culture – largely orchestrated by the brand’s larger than life YouTube celebrity backers, Logan Paul and KSI. And understandably so, the live event abides by many of the laws of brand fame, studied and documented by the academics of ads - mass reach of over 200 million people, primed to diffuse messages in their socials, permission for brands to experiment with more distinctive creative assets that break from the shackles of everyday “campaigning”. Amid our industry’s current over-obsession with the performance drug - feeding more and more dollars to algorithmically determined short-term gains - it can feel like the Super Bowl is the last bastion of unapologetic awareness guaranteeing, long-term brand building, fame making. Perhaps the only remaining annual mass-reach-ad-attentive media environment - where ad breaks are not intermissions – presenting a seductive siren to marketers seeking eyeballs. Arguably our industry’s most famous stage.
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