Super Bowl LIV: What is the Risk/Reward Relation Between Edgy and Safe Advertising?
In our hyper-politicized, privacy-prone era, edgy ads can be fraught with peril. Will they evoke humor and mirth? Will they be considered purpose-driven and inspirational? Or, will they be mired in controversy and bad PR? This is the tightrope marketers find themselves walking.
For Super Bowl LIII, advertisers mostly played it safe. The result? A general ho-hum effect that left fans snoozing. How will Super Bowl LIV ads score? Will they bring edgy back or continue to tow the safety line?
Hear from advertising creative experts at ARF’s Salon on February 13 about Super Bowl LIV’s ad touchdowns and fumbles.
AGENDA
5:00 – 5:30pm
REGISTRATION & NETWORKING COCKTAIL RECEPTION
5:30 – 5:35pm
Welcome/Introduction
Scott McDonald, Ph.D. – President & CEO, ARF
5:35 – 5:45pm
Super Bowl LIV Ad Performance: The Results Are In
The Super Bowl can be unpredictable and highly competitive for advertisers, so understanding fully all performance levers is critical. Through Phoenix’s Brand Effect measurement, learn which ads were the top performers and why. Discover the strength of the creative, when the ad was placed, and how engaged viewers were during the game, as well as the impact of competitive clutter.
Paul Kultgen – Global EVP, Growth & Partnerships, Phoenix Marketing International
5:45 – 5:55pm
Super Bowl LIV: Winners, Losers and No-Shows
Passions abound in the Super Bowl — and often it’s the ads that strike an emotional high point. Magid’s EmotionalDNA® (eDNA) will be used to assess, quantitatively, the emotional tonality of ads from the viewer’s perspective. The results will reveal which ads emerge victorious in the battle to own emotional zones such as edgy, relatable, uplifting and humorous. Plus, which ads dropped the ball?
Mike Bloxham – SVP, Global Media and Entertainment, Magid
5:55 – 6:25pm
Panel Discussion: Emerging Creative Trends
Super Bowl LIV ads sold for a premium – as much as $5.6 million in some cases. Given the hefty price tag and competition, how did creative teams determine what would be innovative and memorable for their brands? Did marketers go safe or edgy? What trends emerged?
Kirk Olson – SVP, Managing Director, Entertainment & TrendSights, Horizon Media
Jason Musante – Global Chief Creative Officer, Huge
Shari Sinha – VP, Creative Director, VMLY&R
Moderator: Jeanine Poggi – Senior Reporter, Ad Age
6:25 – 6:30pm
CLOSING REMARKS
Scott McDonald, Ph.D. – President & CEO, ARF
6:30 – 7:00pm
COCKTAIL RECEPTION
Continue the conversation with the speakers and colleagues at the networking reception.