Highdive Shines with Two Super Bowl Spots; ECD Patrick Burke Shares His Faves from the Night

The Super Bowl was a big night for Highdive Executive Creative Director Patrick Burke, whose team created the popular State Farm “Like a Good Neighbaaa” and BetMGM “For Everyone” commercials for the epic evening. So what did Patrick think of the rest of the Super Bowl advertising lineup? Let’s find out!

First things first, here is the hilarious State Farm spot feature the inimitable Arnold Schwarzenegger…

SCREEN: What was your favorite spot of the night?

PATRICK: I can’t vote for Highdive’s two spots (State Farm’s “Like a Good Neighbaaa” or BetMGM’s “For Everyone”) so I think I’ll go with CeraVe’s Michael Cera spot. They did an incredible job of building PR buzz around it, pre-Super Bowl, and the spot was funny and simple and memorable. It even had product demos. Funny ones. That’s not easy. I also loved the Reese’s spot. Dove and Google were also powerful.

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

PATRICK: My usual, annual answer to this question is a non-answer. I dodge it completely. Anyone who’s been through the ringer of writing, pitching, selling, and producing a Super Bowl spot (and then made it through testing) should be proud. Today should be a day to breath and rest and to give each other robust-yet-workplace-appropriate high fives. However, this year I’m going to stray from my yearly magnanimity, because e.l.f. cosmetics “Judge Beauty” and the Sketchers “Mr. T”  were both pretty rough. I don’t think they were high-fivers.

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

PATRICK: This is the section of the interview where lots of industry folks say they’d like to see fewer celebrities in Super Bowl spots. Respectfully, I don’t think that opinion is aligned with consumers. The Super Bowl is a very big, very loud, very cluttered stage, and for advertisers it’s as much a PR event as it is a commercial. I wish we lived in a world where GMA and The Tonight Show talked about our clever insights and strategies on-air, but I don’t think we do. On Monday morning, like it or not, most Americans will be asking their coworkers if they saw that [insert celeb name here] commercial. With both a great concept and the right talent, that longer PR window and earned media are often worth the investment. Not always. But very often.

What would I like to see less of? Musicals. And QR codes. (I’d also like to see less of those eerily-glowing disembodied faces with lifeless eyes, but it’s possible I’m the only one who saw those. That might not be the fault of marketers.)

SCREEN: Any final words here, Patrick?

PATRICK: There is a conspiracy around the Super Bowl, set into motion by the makers of Lipitor, and anyone who doubts it didn’t try the meatballs at the Highdive party.

Thanks so much for chiming in, Patrick! 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.

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