Highdive’s Executive Creative Director Patrick Burke Shares His Faves from the Super Bowl
In the ad world, Super Bowl Sunday is about anything but football. Or even Taylor Swift or Kendrick Lamar. It’s about the commercials! We are honored to have Highdive Executive Creative Director Patrick Burke stop by Screen to share his take on the advertising artistry on display during the big game…
SCREEN: What was your favorite spot of the night?
PATRICK: I loved NFL “Flag 50”. It was funny and entertaining while also delivering a great message. (Although they did have the benefit of two full minutes.) I also loved Reese’s “Don’t Eat Lava”. Erich & Kallman does it again. All the little details in that spot are so good. I liked Uber Eats a lot, especially the nod to my ‘85 Bears. And Mountain Dew “Kiss from a Lime” was also incredible, especially for those of us of a certain age. (It was shot by Taika Waititi, who also shot our Lay’s spot. He’s amazing.)
Let’s take a look at Reese’s “Don’t Eat Lava”…
SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?
PATRICK: I never really answer this question. It’s a long, hard, stressful 6-8 months to get here, and unless you’ve been through it you don’t really understand the sheer height of those hurdles. Plus, anyone who had a spot on the game is now staring down a huge pile of laundry, a slight (hopefully) drinking problem, ten-to-fifteen new and alarming pounds of body weight, and some kids and/or pets they need to re-introduce themselves to. Congrats to everyone on your hard work, and congrats on it finally being over. It was a fun show this year.
SCREEN: What would you like to see more or less of in terms of advertising in next year’s Super Bowl?
PATRICK: I’m glad there weren’t as many musicals as last year, and the ones we did see (Seal!) were great. I thought the ads were pretty great this year. If you were a part of making one, be proud and happy and don’t let any bitter critics take that away from you.
SCREEN: Any final words here, Patrick?
PATRICK: My biggest note is about the actual NFL teams. As a lifelong Cubs fan, I want my Detroit friends to finally experience what they’ve been waiting a lifetime for. And I don’t know anyone from Buffalo but they seem like a nice, hearty fan base, so I wish the same for them.
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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