Vincent Geraghty Launches GPSG; Plus: Vincent’s Super Bowl Hits and Misses

Vincent Geraghty is the Founder and Executive Director of Production for the newly launched GPSG, a creative production agency. Vincent’s impressive resume over the past decade includes tenures leading production at Havas, Ogilvy, and Leo Burnett. So what did Vincent think of the advertising artistry on display at this year’s Super Bowl? Let’s get to it!

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

VINCENT: I thought the 2024 Super Bowl ads were some of the best in several years. While I have a favorite I also list a few of my notable runners-up.

My favorite of the night was the BMW Christopher Walken ad. It’s not easy to use a celebrity as the main idea in a spot, but this ad pulls it off effortlessly. The ad is beautifully shot, and Christopher Walken’s performance is impeccable. The direction of Walken’s performance is subtle and very funny. I like the payoff that many have tried impersonating Walken at some point, but as with the Ultimate Driving Machine, there is only one Walken.

I loved the NFL “Born to Play” Ghana spot. It was beautifully shot and cast. It told a story that drew me in, with a genuine emotional ending. And it introduced me to an NFL program I didn’t know existed.

Two close runner-ups for me were the Dunkin’ “Dunkings” spot with Ben Affleck and Matt Damon with a nod to Good Will Hunting and the things you do for a good friend. And the Vince Vaughn Bet MGM. Vince’s performance and the copy cracked me up. Brady as the foil who’s won enough worked for me.

Here’s that star-studded Dunkin’ spot with Ben, Matt, Jennifer Lopez and Tom Brady…

The Jenna Ortega Doritos Dinamita “Dina And Mita” is worth a mention I loved that while using celebrity the creatives chose to have Jenna support the story instead of taking center stage. The two fictional characters Dina and Mita, who play the action out for the spot, are well cast, have great performances, and are memorable.

SCREEN: What was your least favorite spot of the night?

VINCENT: My least favorite was the Starry Ice Spice spot. Her celebrity feels under-utilized in the story and I was a bit confused by the concept. It felt like a missed opportunity to go up against Sprite with a more clever storyline. The Animated Characters felt out of place and didn’t add anything for me…

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

VINCENT: I’d like to see more creative concepts and well-crafted ideas that don’t rely on celebrities. Having a celebrity in a Super Bowl ad feels like table stakes at this point and saying celebrity seems overused in Super Bowl ads is probably an understatement. There were many hits and some misses with celebrity use, but with so many ads using celebrities and being released before the actual game, the surprise factor of seeing a celeb in a brand story is all but gone. I do think there’s still a lot of brand value in a celebrity in a great creative story. But there were some ads, where celebrity seemed like the only reason for the ad to be. It does make me wonder about the return on investment, especially in some of the ensemble cast spots.

I was also glad to not see an AI mid-journey-esque ad for a brand. And the absence of AI driven storylines in ads was refreshing after a year of AI saturation.

SCREEN: Any final words here, Vincent?

VINCENT: Although the Door Dash “All the Ads” spot is not one of my favorites, I have to admit it was impactful and likely pretty effective.

Thanks so much for chiming in, Vincent! 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 Vincent and his team at GPSG, you can click right here.

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