Executive Producer Qadree Holmes Shares His Super Bowl Hits and Misses

Which Super Bowl spots did you love? Which did you not love? Let’s hear what the pros had to say! We were thrilled to have Quriosity Productions Executive Producer and Founder Qadree Holmes stop by Screen after the game to present their picks…

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

QADREE: My favorite spot of the night was Tubi. My family like many others started looking for the remote. The casting was spot on. Wardrobe was spot on. If it did not match the perceived perception this would have never worked. In addition, this was for broadcast and this worked for broadcast vs the creative team trying to create a one spot fits all for social media as well. The creative was smart and targeted. I also appreciated where this spot landed in the line up. The actual media placement position also helped this to stand out.

Great pick! And the Tubi spot wound up winning the “Super Clio,” here’s the piece in all its rabbit-laden glory…

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

QADREE: My least favorite spot was Remy.  You take a heroic and iconic woman of color to push your brand saying all the right things, but ultimately for alcohol.  It seemed in poor taste and also seemed very disconnected from the Remy brand.  It did not elevate it.  If anything, it made me feel the brand was tone deaf.

Here is the Remy spot starring tennis great Serena Williams…

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

QADREE: Many of us sound like broken records, but I’d love to see the 80% of diverse faces that appeared on screen to be matched with higher percentages of women and minority owned involvement. We need to see stronger representation of women and minority production companies, directors and editors involved in producing Super Bowl-level work.

SCREEN: Any final words here, Qadree?

QADREE: Although I hate to publicly shame the agency and clients that produced the christian “Jesus Gets Us” spots… I’m appalled. So this is as bad as Pepsi’s big misstep on race relations with marching in protests. I appreciate the beauty of the visual aesthetic and the imagery in those spots. I’m embarrassed for the funding organization knowing they have donated and funded anti-LGBTQIA+ and anti abortion causes. The irony is mind blowing. It’s in poor taste to use the marginalized American human struggle as a way to influence your cause. It was clear there was a level of pandering going on.

Thanks so much for chiming in, Qadree! 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.

To enjoy the latest work from Qadree and his team at Quriosity, you can click right here.