We asked creative executives in the advertising industry their thoughts on Super Bowl LIV, and here’s what, Jenny Thompson, Marketing Manager of Curb Taxi Media shared with us:
- What was your favorite creative campaign this year?
Jeep’s Groundhog Day with Bill Murray was our favorite because of its play on several different themes – the allusion to the 1993 film, the playfulness of Bill Murray (who is infamous for his idiosyncratic personality), and the upcoming holiday. It was humorous and captured the spirit of the Superbowl.
- What did you feel were the overall themes this year?
An overwhelming theme was inclusivity and connection. The Google ad was extremely heartfelt, placing itself as a brand that is there to help people by “remembering” for them, while other female-led ads like Olay and Microsoft focused on women in workplaces traditionally dominated by men, like football or tech.
- What do you wish you could have seen more of?
Real people and funny everyday situations. A lot of the ads, like the ones for Proctor and Gamble, were for multiple brands at once and used several characters. Although they were interactive in that they encouraged customers to vote on which characters they wanted to see, there weren’t many real people or realistic scenes.