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With Super Bowl Sunday nearly upon us, we look at some of the greatest adverts and outline what makes them so successful



• Changing Media Summit 2015 programme


On 1 February in Glendale, Arizona, the New England Patriots and Seattle Seahawks will battle it out to decide which team is crowned NFL champion for the 2014/15 season. That’s right – Super Bowl Sunday is nearly upon us. But if you’re not interested in the finer points of American football, fear not. Most of the 111 million Americans who tune into the game don’t care that much about it either. Unlike any other time of the year, on Super Bowl Sunday, people actually huddle around their TVs specifically to watch the ad breaks.


I experienced the phenomenon firsthand a few years ago. I was in New York to see one of our ads aired for the first time and met up with the team responsible for producing our work at a bustling, noisy sports bar. The patrons barely bothered looking up at the screens, until suddenly there was a hushed moment of silence: it was ad break time. Good ads were applauded, bad ones booed and mediocre ones ignored. As an advertiser, you couldn’t dream of a better stage to get your message out into the world.


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