Dani Jackson Smith, Founder of The Cre8tors, Shares Her Super Bowl Ad Picks and Pans

In the ad world, Super Bowl Sunday is about anything but football. Or even Taylor Swift or Usher. It’s 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: Like most of America, my fave is State Farm’s “Like a Good Neighbaa.” They had me when the pre-Super Bowl spot dropped and I was waiting in anticipation after seeing the to be continued. I was delightfully surprised when Danny DeVito and Arnold Schwarzenegger were reunited. I love that the spot has you repeating State Farm’s tag over and over again along with the characters. Memorable, hilarious and brand recognition has to be high. 

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

DANI: On the flip side I enjoyed the Squarespace Martin Scorsece spot but I didn’t think the brand recognition was there. The spot didn’t persuade me to use Squarespace as it tapped into disdain for our obsession with our devices. I mean, many folks would completely miss an alien invasion because we are so absorbed in our phones.

SCREEN: Any final words here, Dani?

DANI: I loved watching “Talkin like Walken” BMW and it was a little bonus to have the Usher cameo at the end for me. I loved catching Usher the Uber Eats spot as well. Of the two, Uber Eats was hilarious with Jennifer Aniston and, I believe, more effective, maybe from a commercial standpoint… 

“Javier in Frame” from Google Pixel and “Hard Knocks, A Dove Super Bowl” film both tugged at my heartstrings. I loved how the Google Pixels spot illustrated the impact of inclusive technology. The Dove spot was great to me because it illustrated the strength of girls and how damaging body confidence deters our girls from pursuing their dreams. This has been many of our lived experiences, and so it is personal, impactful, and memorable. 

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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