Super Bowl 50 is set to be the biggest yet, following the National Football League’s (NFL) major initiative to attract new fans from overseas. From sell-out fixtures at Wembley to a massive fan festival on Regent Street, there’s no question its popularity has soared.
Inevitably, more interest in the game means more interest in the ads. After all, the annual championship game of the NFL has become as well known for the advertising as for the game itself. With Reuters estimating that 160 million viewers tuned in last year, this really is one of, if not the biggest stage out there for new adverts. It’s a huge opportunity, but can be fraught with risk if marketers don’t get it right.
This idea of getting it wrong on a global scale to the tune of millions of dollars is the premise of our new advertising campaign, The Gambler, created with Goodby, Silverstein & Partners. The advert pokes fun at the enormous pressure CMOs are under when it comes to big expensive ad campaigns, and shows a CMO nervously watching the Super Bowl. But he’s not betting on the big game – he’s gambling on one of the highly coveted ad slots. Unfortunately, the ad doesn’t get the desired reaction.
Essentially, spending millions of dollars isn’t enough to guarantee a winning campaign. To create an iconic moment, and get people talking for the right reasons, advertisers must use a combination of creativity and data, and optimise the campaign across all relevant touchpoints to deliver meaningful experiences that surprise and delight their audiences. By taking this approach, advertisers can afford to go ‘all in’.
The Gambler launched today and will target marketers through a multi-platform advertising campaign in the UK, Germany and North America. You can watch The Gambler below.