Director Justin Casselle Shares His Super Bowl Faves

In the advertising world, Super Bowl Sunday is about anything but football. It’s about the commercials! Midwest native Justin Casselle’s career path has included stints with FCB and DDB Chicago as a producer. Justin is now directing national commercials with his company Great Guns, most recently the historic first campaign for Pearl Milling Company, formerly known as Aunt Jemima. So what did Justin think of the Super Bowl Sunday lineup? Let’s get to it!

SCREEN: What was your favorite spot of the Super Bowl?

JUSTIN: Maybe I’m biased because of my connection to Northeast Ohio, but by far my favorite spot of the night was LeBron James Crypto.com commercial (more on my feelings re: crypto later). How amazing would it be if after all the turmoil we endure in our younger lives to be able to speak to our past selves as fully functioning adults, succeeding in all the things they had hoped to in life? CHILLS.

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

JUSTIN: As a director and former agency producer, I know all of the hard work it takes to get a spot to the Super Bowl so no disparaging from me, but I will say this: Nissan – How dare you cast Danai Gurira and barely give her anything to do! She’s Danai Gurira!!! (referencing the Nissan Thrill Drive ad…)

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

JUSTIN: In a perfect world? Less cryptocurrency ads! But all jokes aside (even though I was being dead serious), I’d like to see a Super Bowl that doesn’t rely on celebrity appearances for the sake of celebrity appearances. Not saying I don’t like em, I just wonder what things would look like.

SCREEN: Justin, anything else you’d like to say about this year’s Super Bowl ads?

JUSTIN: Can’t wait til I direct one! 

Speaking of Justin directing, here is his milestone advertising campaign for Pearl Milling Company. The brand that was Aunt Jemima for more than a century, debuted its first major campaign since the name change, highlighting the new name and moments of family joy over pancakes. Click here to enjoy Justin’s work for Pearl Milling Company.