Mani Schlisser

#plannerbowl Brand Winners

1. Novartis
2. Uber Eats
3. ChatGPT
4. Haagen-Dazs
5. Starbucks

1,0000,000,0000: Drake

McConaughey this year.
Marino last year.

Why don’t brands ask if their key talent is in other spots?

And, if they do, why do they think it’s smart to still use them?

No wonder so many viewers can’t remember the brand, just the talent.

Is Tubi just recreating Tide’s iconic SB ad campaign?

I’m not about it, just genuinely asking.

Also, how?! Beyond the strategy, I’d love to know the logistics behind it.

Is everyone brand partner?
How much did they spend?

#plannerbowl

Haagen-Dazs

People live their lives so fast, constantly in the go yet they want to eat their ice cream slowly.

Enter: Not So Fast, Not So Furious

One of the few GREAT uses of celebrity and entertainment IP!

#plannerbowl

Starbucks offering free tall drinks tomorrow regardless who wins. Beats Dunkin’ at the Super Bowl without running an ad.

#plannerbowl

Nerds Gummy Clusters

Relevant to New Orleans, but did not land the “two things together” idea well at all.

Purposeless use of an iconic musician at the peak of his popularity, as well.

As a huge gummy clusters fan, I’m disappointed.

#plannerbowl

Weird weird not fun weird or interesting weird. I’m glad I don’t have to decide the right type of weird, but that wasn’t it.

Tubi, this year’s biggest disappointment by far.

Such a strong 2024.

What was that?!

#plannerbowl

Reese’s just nailed product appeal. No gimmicks. No celeb. Just fun and funny. #plannerbowl

👏🏼👏🏼👏🏼

Exactly. If fame was the goal, success. If product/appetite appeal was the goal, huge flop.

"Let’s start paying attention to breasts when it matters most”

That was really smart.
Great data point and insight.

Who knew pharma could do great advertising, let alone during the Super Bowl?

Bravo Novartis 👏🏼

#plannerbowl

Hellmann’s

I like the play an iconic cultural scene, but there’s no way you could bring may to Katz’s Deli

Funny and memorable, clever use of cross generational talent, so hey maybe that’s all it needs to be

As a New Yorker, I am not a fan

#plannerbowl

Excellent from ChatGPT 🔥

Forced you to lean in

Not overly branded

Highly memorable

No celebrities needed

#plannerbowl

Totally thought that was a U.S. Army ad. Smart integration with the in-stadium sound system, but I don’t think anyone will remember the Rocket connection.

#plannerbowl

Uber Eats nailed it again.

Taps into our cultural obsession with conspiracy theories in a fun, relevant way with one simple question:

"Was football invented to make us hungry?”

Great build up prior to the Super Bowl. Great execution.

By FAR the ad winner so far!

#plannerbowl

Coors Light

GET: Beer drinkers
WHO: Will wake up with the biggest case of the Mondays of the year
TO: Pick up a case of Coors Light
BY: Owning the “case” today and tomorrow in as many ways as they can

#plannerbowl

Ritz

“Salty, no smiles allowed”

Love the approach and idea, but poor use of celebrity given what Aubrey Plaza is going through right now

Not sure if people care or will pick up on it but seems tone deaf to me

#plannerbowl

1000%. They’re always done in a very Doritos tone. Not serious or celebrity filled. Totally agree.

Part of the reason their fans love them and why so many people get excited to submit to their contest every time.

Michelob ULTRA

"Pickleball is popular, right?”

I guess it delivers on their fitness/athletic strategy, but what did I just watch? Two celebrities winning beers over pickleball?

Cool.

#plannerbowl

Doritos continues to employ my favorite repeatable strategy for the #SuperBowl

“Incentivize your fans to express themselves on the biggest advertising stage of the year”

Saved them money
Engaged the community
Gets headlines every time

#plannerbowl

Had to be, especially since their recent advertising push

So maybe it’s “To think of Dunkin’, not Starbucks”

I just think they should be more concerned with at home coffeemakers, matcha, tea and Celsius than just Starbucks

Wallet share > market share

a group of men are dancing in front of a sign that says the dunkin ' kings ALT: a group of men are dancing in front of a sign that says the dunkin ' kings

Dunkin’

GET: Coffee drinkers
WHO: Now have many more options, at home and on their way to work, than QSR morning beverages
TO: Think about Dunkin’ the next time they need a pick me up
BY: Doubling down on its Boston heritage (in a cringe, celebrity-filled way) to become top of mind everywhere

Baseline brief for all brands tonight

GET: Everyone in America
WHO: Wants to watch the game not our ad
TO: Care about and remember our brand
BY: Showing them (way too many) celebrities

Anything above this is a W

May the best brand win

#plannerbowl

a blurry picture of a person with glasses and the words `` lets do this '' written on it . ALT: a blurry picture of a person with glasses and the words `` lets do this '' written on it .

I’m just here for the #plannerbowl