Vincent Geraghty Shares His Super Bowl Picks and Pans
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 Vincent Geraghty, EVP, Production and Hive Content Studio at Laughlin Constable, stop by Screen after the game to present their picks…
SCREEN: What was your favorite spot of the night?
VINCENT: I had a few favorite spots of the night. Coors Light’s (Mondays) “Slow Monday” was probably my favorite spot. “Slow Monday (Sloths)” was one of the few spots that didn’t rely on a celebrity to create an engaging Super Bowl ad. It was so well executed, funny, with a great edit and visual effects. Coors Light’s Case of the Mondays brand positioning was smart – and really connects on what will be a very foggy Monday for many tomorrow.
A close second for me was Nike’s “You Can’t Win So Win.” Great copywriting, use of existing footage, cinematography and edit. And Zeppelin’s “Whole Lotta Love” was a great song choice for this spot. I also loved the quirkiness, craft, and art direction of the Square Space Irish Computer Delivery Barry Keoghan spot.
Here’s a glance at that Coors Light spot…
SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?
VINCENT: Understanding the hard work and effort that goes into creating and producing a Super Bowl ad makes it difficult to comment on what ones seemed to fall short. However, MSC Cruises spot with Orlando Bloom and Drew Barrymore felt expensive, but it missed the messaging mark for me. I love weird, but the Coffee Mate “Tongue” felt really odd, maybe that’s OK? And Angel Soft “Bathroom Break” felt like a no spot- spot approach to using very expensive media time, that has been done before.
SCREEN: What would you like to see more or less of in terms of advertising in next year’s Super Bowl?
VINCENT: I love the dedication the industry and brands have for putting creativity and craft first in the Super Bowl ads. There were plenty of excellent AI powered visual effects and I am sure AI influenced message and targeting, but it’s great to see human based creativity, craft, real actors, comedy, and stories still being the focus of the ads.
SCREEN: Any final words here, Vincent?
VINCENT: The level of production craft, and creative storytelling on display in the Super Bowl ads is inspiring and always makes me feel proud of our industry. It wasn’t the closest or best Super Bowl game, but people will be talking about the commercials and the brands behind those commercials for weeks to come. It’s a true testament to the effectiveness of creativity in advertising.
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.
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