As always, the ads during the Super Bowl take on a life of their own. And Sunday, they drew attention with the game and halftime performance criticized as lackluster.
With a going rate projected between $5.1 million and $5.3 million per 30 seconds of air time, companies bank on a lot of bang for their buck – and production value.
Last week we spoke with veteran advertising executive Mike Ozan about what he saw as upcoming trends during the game.
Ozan – chief executive officer and chief creative officer of the Cleveland brand agency TWIST Creative – measures Super Bowl ads by what he calls his company’s “three Is.”
“Does the work instill confidence (in the brand and its products)?” he emailed after the game. “Does the work impact culture (did it contribute to the way people think of the brand and influence their actions in relation to it)? And does the work inspire devotion (does it create love and loyalty)?” (from Cleveland.com)
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