Dani Jackson-Smith, Founder of The Cre8tors, Shares Her Super Bowl Hits and Misses
In the ad world, Super Bowl Sunday is all about the commercials! We were honored to have the founder and owner of The Cre8tors, Dani Jackson-Smith, stop by Screen to share her take on the advertising artistry on display during the big game…
SCREEN: What was your favorite spot of the night?
DANI: True to who I am, it is impossible to choose one. My top two were, Novartis “Your Attention Please,” because it flipped the stereotypical check out the hot babes Super Bowl experience for the benefit of women advocating for early screenings. I love that it was a lighthearted approach while making an impact. Nike “So Win” was my next favorite because I got amped up seeing so many powerful diverse women in this spot. These are the spots that will stay with us and that will get passed on to empower generations of women and girls…
I also really loved Knock Out by Pfizer! It was energizing, impactful and the lead actor had me when he jumped out of that hospital bed, ready to rumble to the sounds of LL. We all have had family or friends battling cancer so it is personal.
Separately, I thought it was wild that we had flying mustaches and flying eyebrows in the same Super Bowl line up and if I had to choose I’d go with Little Caesar’s because Eugene Levy is hilarious.
SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?
DANI: Kiss from a Lime, Mountain Dew. Seal singing as a seal was just tough to watch.
SCREEN: Any final words here, Dani?
DANI: I’m always advocating for more multidimensional and inclusive storytelling. I love the twist Novartis took us on. We can use all of our creative tools to tell non-linear, human, impactful stories that resonate. I don’t think everything needs to be serious and of course let’s have fun but let’s level up how we reflect the communities that we serve.
Thanks so much for chiming in, Dani! Check back here at SCREEN for more insight and interviews from creatives between the coasts. You can also click right here to subscribe to our weekly email newsletter.
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