Marketing specialist Margaret Johnson reveals strategies for creating a successful Super Bowl commercial at GS+P agency
From Big Awards to Cultural Moments: The Art of Super Bowl Advertising
San Francisco-based agency, Goodby Silverstein & Partners (GS&P), has once again claimed a notable spot in Super Bowl 58 with clients like Kawasaki, Doritos, Mountain Dew, and BMW. The question remains, is this just another victory for them, or a stepping stone towards something greater?
Chief Creative Officer, Margaret Johnson, a scene-Stealer in the world of advertising with over two decades of experience, stands at the helm. Johnson's Super Bowl portfolio boasts creations for notable brands such as Bubly, E*Trade, Budweiser, and Cheetos, among others. "Working on Super Bowl ads? Definitely a career highlight," Johnson beams. But as the saying goes, with great power comes great responsibility.
Creating Super Bowl ads doesn't just revolve around flashing big bucks; it entails a daunting amount of pressure and hard work. At GS&P, a tight-knit team of creative minds works diligently to produce these high-stakes commercials, ensuring that each team member feels the weight of responsibility. Johnson understands the need for a well-functioning unit, stating, "A big team brainstorming ideas can make one feel less pressure, but it's essential to own the concept and make it stand out."
Lead times for these Big Game ads vary, depending on the client. For some like Frito-Lay or Pepsi, planning kicks off in the summer months, while other advertisers often put their plans into motion post-holidays. Regardless of the timeline, one essential aspect remains - the need to cater to a mass audience ranging from toddlers to great-grandparents.
So how does GS&P tackle this challenge? They believe in the power of humor and simplicity. Given that the Super Bowl crowd usually gathers for loud parties, dialogue-driven ads may miss the mark. With wit and ease, they manage to capture the hearts and minds of diverse generations.
The process isn't always smooth sailing, however. Amidst the chaos and twists in the creative journey, flexible thinking is key. For instance, GS&P once faced an obstacle when trying to secure a specific celebrity or music track for a client presentation. Times like these call for adaptable minds and hearts open to change.
The results? A cultural moment worth cherishing. Johnson recalls, "There's nothing quite like being in an Uber cab, and the driver praises your Super Bowl ad. And when it's yours? That feeling is unparalleled."
For Kawasaki's inaugural Super Bowl appearance, GS&P let its mullet fly with an unconventional and hilarious ad. But they didn't stop there. Johnson emphasized the importance of a 360-campaign approach. In the 2020 Super Bowl, they managed to create a cross-generational, second-screen-friendly campaign with Lil Nas X and Sam Elliott's Wild West themed dance-off for Doritos. The #CoolRanchDance challenge was a massive hit on TikTok, proving that successful Super Bowl ads can extend beyond the game itself.
GS&P also showed their ability to take risks and make bold statements. When Budweiser skipped the Big Game for the first time in 37 years, GS&P seized the opportunity to showcase Sam Adams. Their ad featured a chaotic scene of Clydesdales wreaking havoc due to excitement for the brand's new Wicked Hazy brew. The regional buy ad made it onto numerous Best Ads lists for the Super Bowl, proving that underdogs can make a lasting impact through cultural relevance and creative risks.
Margaret Johnson, the creative brain behind these outstanding Super Bowl campaigns, has made her mark on history. Aside from her work on iconic Super Bowl ads, Johnson has demonstrated her commitment to socially conscious causes. Her campaigns like "Not a Gun," which encourages unconscious bias training for police, and "Lessons in Herstory," an app that brings women back into history, exemplify the power of advertising as a tool for change.
In summary, the secret to successful Super Bowl ads lies in strategic planning, creative storytelling, cultural relevance, and emotional connection. GS&P's work serves as a testament to the power of smart advertising, proving that with the right approach, Super Bowl ads can transform into cultural moments.
- For GS&P's clients, such as Kawasaki and Doritos, Super Bowl 58 might not just be another victory, but a stepping stone towards something greater, as they strive to create ads that stand out and connect with a diverse audience.
- The Chief Creative Officer of GS&P, Margaret Johnson, recognizes the need for a well-functioning team to produce successful Super Bowl ads, and emphasizes the importance of owning the concept and making it stand out, despite the pressure.
- In 2023, sports enthusiasts can expect bold and unconventional ads from GS&P, as they demonstrated with Kawasaki's mullet-themed ad and the Wild West themed dance-off for Doritos, which proved to be a massive hit on TikTok.
- Johnson's passion extends beyond Super Bowl ads, as she uses advertising as a tool for change, demonstrated by her socially conscious campaigns like "Not a Gun" and "Lessons in Herstory."
- GS&P's approach to Super Bowl ads involves the power of humor and simplicity, capturing the hearts and minds of diverse generations, while also being flexible and adaptable in the face of creative challenges.
