Dove and Michelob Ultra
“Dove’s ‘It’s the Hard-Knock Life’ is a powerful message, but it feels like a replay of something we’ve all seen before. And then there’s Michelob Ultra, which has already generated lots of debate between researchers (it tests brilliantly) and creatives (where’s the idea?) I might be wrong, but I’m backing team creative on this one.”
-Josh Green, ECD, House 337’s sports practice
Travis Kelce
“When you have a person who is cultivating their personal brand, like Travis Kelce is, every moment they are on camera is an ad. In fact, Travis Kelce probably was THE brand with the most at stake during the game: the support of the crowd, the endless sponsorship and commercial money, the love of TayTay. The moment he charged at Andy Reid, shouting and knocking him off balance, was the moment he dinged his brand. He looked like an out-of-control bully vs. the sweetheart of America’s sweetheart. I woke up this morning wondering if he was suffering, and hoping for the best for him. I mean, I guess he did also win the Super Bowl, so…”
-Jamie Robinson, co-founder & CCO, Joan
And one trend: a fixation on celebs
“It still feels like there is a mantra of ‘If you want to look big in the Super Bowl, bring in a knight or Hollywood (male) icon’—Sir Patrick Stewart, Sir Anthony Hopkins, Christopher Walken. Don’t get me wrong, they are great actors, but I do kinda begin to forget which brand they are pushing. Do we really have to be quite so reliant on big fame to do ‘big’ ads?”
-Melissa Robertson, CEO, Dark Horses
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