In the advertising world, Super Bowl Sunday is about anything but football. It’s about the commercials! We were honored to have Highdive Creative Director and Copywriter Casey Stern stop by Screen to post his picks…
SCREEN: What was your favorite spot of the Super Bowl?
CASEY: Of course I enjoyed Highdive’s two spots, “Electric Boogie” from Jeep and “Premature Electrification” from RAM, but “Rockstar” from Workday was also super fun. One of the unfortunate themes we see in the Super Bowl is use of celebrity without any real meaning or tie to an idea. I think they took a nice insight, somehow wrangled a bunch of rockstars and shot a spot that was ideal for the game. Although Ozzy didn’t eat a bat so I am giving one demerit.
Here is that rockin’ Workday spot…
SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?
CASEY: I’m too “Midwest Nice” to pick a least favorite spot.
SCREEN: What would you like to see more or less of in terms of advertising in next year’s Super Bowl?
CASEY: Comedy! We saw so many brands move away from manifestos and platitudes about saving the world. It was really refreshing. I know when I’ve eaten eight buffalo wings, three slices of pizza and only-a-higher-power-knows-how-much beer cheese dip, I want to laugh. Even if it hurts because of all the digestion taking place. I hope we can look forward to more humor next year.
SCREEN: Any final words here, Casey?
CASEY: Making Super Bowl spots is hard. Really, really hard. It’s a marathon that begins months before that big Sunday night in February. Highdive has been lucky to create some memorable work over the last few years, so I want to give a shout out to everyone at our agency and all the agencies that managed to pull off having a spot this year. You’re all rockstars! (And yes, I am giving 3 demerits to myself for that).
Thanks so much for chiming in, Casey! 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.