1. 1. SUPERBOWL 2015 ROUNDUP
2. 2. 2 WHAT MAKES A GOOD SUPERBOWL?
3. 3. 3 AN INCUMBENT
4. 4. 4 AMERICAS SWEETHEART
5. 5. 5 AMERICAS SWEETHEART, TOM BRADY
6. 6. 6 A SCANDAL DEFLATE-GATE
7. 7. 7 SOMETHING STUPID DEFLATE-GATE
8. 8. 8 A MESSAGE FOR THE GREATER GOOD USING THE GAME ITSELF
9. 9. 9 NO MORE
10. 10. AND GREAT ADS
11. 11. 11 SUPERBOWL ADS ARE KNOWN FOR FOR MAKING A BIG SPLASH
12. 12. 12 IT TRANSCENDS THE BRAND LISA GRANATSTEIN ON WHAT MAKES A SUPERBOWL AD
13. 13. 13 IT TRANSCENDS THE BRAND IT BECOMES PART OF THE ZEITGEIST LISA GRANATSTEIN ON WHAT MAKES A SUPERBOWL AD
14. 14. 14 IT TRANSCENDS THE BRAND IT BECOMES PART OF THE ZEITGEIST AND THAT IS WHAT AN AD IS LOOKING FOR LISA GRANATSTEIN ON WHAT MAKES A SUPERBOWL AD
15. 15. 15 BEFORE IT WAS ABOUT GENERATING THAT BIG BANG. Brian Shin, CEO Visible Measures
16. 16. 16 NOW ITS ABOUT HAVING EXTENDED CONVERSATIONS AROUND THEIR BRANDS Brian Shin, CEO Visible Measures
17. 17. 17 THIS YEAR FELL BETWEEN YE OLDE SCHOOLE
18. 18. 20 AND THE NEW SCHOOL OF
19. 19. 21 AND MAIN COURSES
20. 20. 24 SO, WHY DID 2015 FAIL SO HARD?
21. 21. 25 IS IT BECAUSE MARKETING BUDGETS WERE SPENT ELSEWHERE?
22. 22. 26 NOPE. ITS BECAUSE NO ONE READ THE INSTRUCTION MANUAL FOR A GOOD SUPERBOWL AD.
23. 23. 27 ITS A STRAIGHTFORWARD, 4 STEP PROCESS.
24. 24. 28 1. CAPTIVATES THE AUDIENCE A GOOD SUPERBOWL AD
25. 25. 29 1. CAPTIVATES THE AUDIENCE 2. PLAYS TO YOUR INNER CHILD A GOOD SUPERBOWL AD
26. 26. 30 1. CAPTIVATES THE AUDIENCE 2. PLAYS TO YOUR INNER CHILD 3. IS FUNNY/SAD/INSPIRING A GOOD SUPERBOWL AD
27. 27. 31 1. CAPTIVATES THE AUDIENCE 2. PLAYS TO YOUR INNER CHILD 3. IS FUNNY/SAD/INSPIRING 4. AND LIKE ANY GOOD STORY, IT HAS A BEGINNING, A MIDDLE AND AN END A GOOD SUPERBOWL AD
28. 28. 32 UNFORTUNATELY, THIS YEARS SUPERBOWL ADS WERE SAD CUTE FUNNY & RIDICULOUS
29. 29. 33 THEY DIDNT CAPTIVATE THE AUDIENCE
30. 30. 34 THEY DIDNT PLAY TO YOUR INNER CHILD
31. 31. 35 THEY WERE NOT INSPIRING
32. 32. 36 THEY WERE NOT STORIES