Cutters Scores with Two Super Bowl Spots; EP Heather Richardson Shares Her Faves and Flops

The Super Bowl was a big night for Cutters Studios, whose team collaborated with Highdive for the popular State Farm “Like a Good Neighbaaa” and BetMGM “For Everyone” commercials for the epic evening. So what did Executive Producer Heather Richardson think of the rest of the Super Bowl advertising lineup? Let’s find out!

First things first, here is the hilarious State Farm spot feature the inimitable Arnold Schwarzenegger…

SCREEN: What was your favorite spot of the night?

HEATHER: To avoid having to choose between State Farm and BetMGM, which we edited, I’m going to go with “The DunKings” as my favorite spot. I loved the Dunkin’ spot last year and this follow up was hilarious. I’m a sucker for Matt and Ben…

SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?

HEATHER: Although it was very well done, I have to say E*Trade “Picklebabies” was my least favorite. The talking babies are just a little too real…

SCREEN: What would you like to see more or less of in terms of advertising in next year’s Super Bowl?

HEATHER:  I get choked up pretty easily and only the NFL and Google spots got me this year. As much as I love all the comedy, the emotional work can be really effective. I guess I’m saying I want to cry more next year. 

Thanks so much for chiming in, Heather! Check back here at SCREEN for more insight and interviews from advertising creatives between the coasts. You can also click right here to subscribe to our weekly email newsletter.

For more from Heather and her team at Cutters Studios, click right here.

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