Superbowl excites a media frenzy every year in the United States. Gridiron is a sport made for TV - in more than two hours of coverage the oval pigskin ball is in play for about 11 minutes but it is surrounded by as much hype as humans can compress into the remaining time.
In recent years marketers haven't been content to rely on viewer numbers on the day. Commericals are promoted as media events in themselves and the ads are in a kind of public playoff of creativity.
Of the pre-view ads we've seen this one for Pepsi brands Doritos and Mountain Dew Ice strikes us as most interesting. Of course there is the casting: Peter Dinklage has travelled from being a station agent in indie films to become a towering figure in pop culture via his enigmatic part in Game of Thrones. In this spot he has a demonic rap battle with Morgan Freeman - the voice of God, (spoiler alert) but the voice of God…actually watch it and listen. It's a brilliant, provocative fusion of popular culture mashing the meme of good versus evil with a surprising music mix. It's also a cunning mash of brands to leverage the massive cost of media and production.
Much as we love blockbuster ads, here at BrandWorld we believe that marketing is a 365 day a year gig if you are going to grow your brand. The time-worn model of intensive planning, laboured (sometimes lavish) production and concentrated campaign launch comes from a time when the media landscape looked very different than how it is today.
We've developed Oxygen™ a system for marketers to develop an always-on strategy to maintain your brand's mental availability. Oxygen™ leverages the unique creative, production and media systems and efficiencies BrandWorld has developed over 20 years managing and growing our owned platforms like Discover® and Family Health Diary®.
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