The sporting event that is annually awaited not only by sports fans, but also by advertisers all over the world, has recently ended — the final of the National Football League championship, or Super Bowl for short. Hot on the heels, the guests of the MEDIA MIX studio watched and discussed the most striking advertising integrations, the cost of broadcasting showrunner and host which started from $7,000,000 for 30 seconds.
The discussion was attended byshowrunner and host
showrunner and host of the podcast “There are nuances” Valeria Yorkina, marketing director of “Mareven Food Central” and author of the Telegram channel “Not Porsche – Cayenne” Maria Nguyen Hai Ien, host and author of the channel “Chicken Curry” Ruslan Mirzakhanov. The discussion was moderated by Roman Bedretdinov, editor-in-chief of the media about advertising and marketing Sostav.
Experts noted that this year some
creatives are more like mini-movies. In them, the viewer is introduced to industry email list the personal life circumstances of the heroes and introduced to the brand’s values. This category includes the Stella Artois video featuring David Beckham, where he learns about his twin brother living in the USA. And also the Uber Eats ad, in which the product itself became a full-fledged hero and, together with actor Matthew McConaughey, participates in all the scenes that refer to famous film images, historical figures and events in a parodic but recognizable form.
Another category focuses on the
contributions of individuals or teams to a cause and/or story. This idea underlies the creative from Lay’s and the joint promotion of Hulu and Disney, where cleverly constructed dramaturgy associates the brand with important cultural phenomena and sporting achievements.
Classic emotional triggers like sex and humor were featured in a large a short bio about yourself – examples and tips on how to write one number of Super Bowl 2025 campaigns. The experts were impressed by the Hellmann’s mayonnaise ad, which not only directly showcases the product, but also communicates with the viewer through adult jokes, and also evokes a slight sense of nostalgia, as it recreates a fragment from the popular 1989 comedy When Harry Met Sally. In the creatives of Doritos, Coffee Mate and Mountain Dew, the studio guests drew attention to the “selling cringe”: strange characters, strange situations, strange action. At the same time, it was noted that such creatives are made professionally: they may not be understandable to a wide audience, but they work for a certain age category.
The studio guests noted the ideashowrunner and host
and implementation of the Reese’s chocolate lava cookie brand: excellent dynamics, well-developed comic mechanics and characters, an absolute hit in the context of a noisy sporting event. The creatives usa b2b list from the ice cream manufacturer Häagen-Dazs and pizza rolls Totino’s, on the contrary, caused mixed feelings.
In conclusion, the experts discussed the much-talked-about reel by rap artist Ye (Kanye West). Valeria Yorkina called the creative “the most talked-about throw-in”, Maria Nguyen Hai Ien and Ruslan Mirzakhanov noted that the repeat of last year’s format has lost its freshness and is no longer interesting. Roman Bedretdinov believes that the repeated choice of format speaks for itself: “The creativity works.”
