Toby Howell

You want it to be a multi-week long thing, not just a one-day thing.

And the case study that I think best exemplifies this

is in 2024, Sarah V had this very successful ad campaign that featured Michael Cera.

That started months before the big game where they had these stunts of Michael Cera shopping for Sarah V at pharmacies.

They were posted on social media, became this big mythos around the commercial.

Once the commercial actually aired, then it got overall, the entire campaign got

15.4 billion social impressions before the Super Bowl.

They saw a 25% sales bump.

So I think a lot of brands are looking at what Sarah Vee pulled off and how they just put in so much legwork before the actual ad aired and they want to do the same thing.

I don't like that brand's news.

If we're going to be totally honest, I like what Sarah V did where they built up like Easter eggs and then reveal the ad at the Super Bowl.

That to me is how you actually build anticipation for Budweiser who just put it on YouTube.

Yes, you'll probably get more views overall, but it's just not as fun.

There's no there's no anything surrounding it necessarily.

So I think some brands do it better than others.

Mr. Beast is directing a Salesforce Super Bowl ad to give away a million dollars.

Will I be entering?

Probably.

I also feel for these brands in a certain sense, though, because remember, this creative direction process starts eight, 10 months ago, and they're trying to thread the needle of what the current moment is, the current cultural temperature is.

Should we be funny?