WEBVTT - Connecting Fans to Brands with Super Bowl Ads

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<v Speaker 1>This is Bloomberg Business Week with Carol Messer and Bloomberg

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<v Speaker 1>Quick Takes Tim Stinovic on Bloomberg Radio. Well, we all

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<v Speaker 1>know there are two reasons people watch the Super Bowl.

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<v Speaker 1>One is, of course, the football, but the other one

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<v Speaker 1>the commercials. NBC broadcast the game. It said it sold

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<v Speaker 1>more than seventy of these spots. Some of those Carol

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<v Speaker 1>costs as much as seven million dollars for thirty seconds.

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<v Speaker 1>One of those getting a lot of attention today and

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<v Speaker 1>last night, that Rocket Mortgage at It stars Anna Kendrick

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<v Speaker 1>features a bidding war among barbies. Check it out. Barbie

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<v Speaker 1>really wants this dream house. It's got stunning views and

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<v Speaker 1>a slide. Barbies so cool. And Barbie found out about

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<v Speaker 1>this dream house with an alert from Rocket Holmes. She did, well,

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<v Speaker 1>it's a super competitive market. Everyone wants to buy the dreamhouse. Betty,

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<v Speaker 1>I'll good ten over asking cash Street cause let's tear

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<v Speaker 1>to the studs. Well, there you have that, having her

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<v Speaker 1>financial house in order, That's all I'm gonna say. She

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<v Speaker 1>certainly did. Yeah, I mean you have to in this market, right.

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<v Speaker 1>Someone who knows quite a bit about advertising in the

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<v Speaker 1>Super Bowl is Josh Mandel, President of Advertising at Technicolor

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<v Speaker 1>Creative Studios. Technicolor Creative Studios produced twenty nine of last

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<v Speaker 1>night's Super Bowl commercials, including that one from Rocket Mortgage, Josh,

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<v Speaker 1>how are you very well? Thanks? How are you doing?

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<v Speaker 1>What is the secret to creating a successful Super Bowl ad? Oh?

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<v Speaker 1>I wish I knew. Um. I think that's what brands

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<v Speaker 1>are struggling for every years, to capture the magic of

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<v Speaker 1>the Super Bowl that. I think what we saw this

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<v Speaker 1>year especially was a return to optimism and positivity. Um.

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<v Speaker 1>You'll remember last year the super Bowl, it was right

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<v Speaker 1>in the little of the pandemic and UM, I think

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<v Speaker 1>a lot of brands felt like being easy to address

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<v Speaker 1>the malays that people were feeling. But the super Bowl

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<v Speaker 1>to it's a it's a moment where of celebration. It's

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<v Speaker 1>a moment. I think it's described as our kind of

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<v Speaker 1>last cultural empire momentum in the entertainment space where you've

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<v Speaker 1>got people across demographics and race and gen you're coming

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<v Speaker 1>together at one moment. So it's it's a big moments

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<v Speaker 1>for France to leverage. And even though we you know,

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<v Speaker 1>we see declining here on your um road numbers of

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<v Speaker 1>viewers it's still it's still the best moment in America

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<v Speaker 1>to to reach a big swath of our population. It's

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<v Speaker 1>definitely a come together moment, right and destination viewing and

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<v Speaker 1>you're gonna watch it live. It is an audience like

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<v Speaker 1>no other. Hey, Josh, Having said it, I agree with you.

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<v Speaker 1>I love the optimism, I love the creativity, and to

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<v Speaker 1>be fair, even kind of take away the pandemic year

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<v Speaker 1>or the beginning of the pandemic that I feel like

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<v Speaker 1>the ads over the last few years have gotten And

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<v Speaker 1>forgive me if you've been involved with them, but I've

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<v Speaker 1>gotten uh not as intain entertaining and engaging. And we

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<v Speaker 1>all talk about it in the newsroom, you know after

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<v Speaker 1>the big game. What goes into and what was the

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<v Speaker 1>thinking behind so many of the ads this time around

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<v Speaker 1>in terms of style and who they wanted to target. Yeah,

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<v Speaker 1>well I think you know, there are a couple of

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<v Speaker 1>big trends, uh this go around. There is definitely a

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<v Speaker 1>return to celebrity. I was trying to to create create

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<v Speaker 1>some bang for the buck. So you know, we saw that,

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<v Speaker 1>um the sports figures and the Michaelo bad. We saw

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<v Speaker 1>the actors and the Nissan ad Um star power with

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<v Speaker 1>Amazon and Alexa, so that there's a big swing in

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<v Speaker 1>terms of m brands opening up their paychecks or their

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<v Speaker 1>pocketbooks to U try to get to gain attention. I

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<v Speaker 1>think the other thing was it a younger audience too though?

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<v Speaker 1>Were they trying to go after a younger audience? I think, well,

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<v Speaker 1>I think they're going after you know, you can see

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<v Speaker 1>what the figures that they're using. They're going after as

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<v Speaker 1>big as swath as they can of the population. They

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<v Speaker 1>want to people to two people my age or a

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<v Speaker 1>man at a certain age, but but definitely you know,

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<v Speaker 1>young people as well. Well. I think that the halftime

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<v Speaker 1>show was, you know that not an advertiser thing as

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<v Speaker 1>much as the NFL, but that was an attempt to

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<v Speaker 1>reach a broad audience as well. Yeah, well it does

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<v Speaker 1>feel like I mean, look, I'm an elder what they

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<v Speaker 1>call it, consider an elder millennial, Okay, so closer to forty.

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<v Speaker 1>I had no idea they were elder And I gotta

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<v Speaker 1>tell you, every time I stop at the TV, which

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<v Speaker 1>was you know, for the four hours that I watched,

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<v Speaker 1>the whole time, it was someone who I recognized, whether

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<v Speaker 1>it was the halftime show music from my childhood growing

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<v Speaker 1>up in you know, in southern California, of course, like

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<v Speaker 1>people I was listening to in high school, whether it's Snooper,

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<v Speaker 1>eminem uh. And then you know the actors and actresses

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<v Speaker 1>featured in these felms, in these in these ads, it

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<v Speaker 1>really felt like for the first time that this was

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<v Speaker 1>a Super Bowl that was geared towards someone my age.

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<v Speaker 1>We only have about forty seconds left, but then we're

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<v Speaker 1>gonna come back with you, Josh. Sounds good. Yeah, I

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<v Speaker 1>definitely think, um, you saw what you didn't see is

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<v Speaker 1>probably more the bleeding metge of of where technology and

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<v Speaker 1>social platforms are right now, which is kind of like

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<v Speaker 1>talk styled user generated content. Um, that was a big

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<v Speaker 1>scene three years ago. Some of the brands actually solicited

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<v Speaker 1>ads from from people in the world. So again, I

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<v Speaker 1>think this is a moment where brands wanted to own

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<v Speaker 1>their platform at the Super Bowl. Well, let's get right

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<v Speaker 1>back to our guest, Josh Mandel, president of advertising at

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<v Speaker 1>Technicolor Creative Studios. He joins us on the own from

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<v Speaker 1>Los Angeles. Technicolor Creative Studios produced twenty nine of the

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<v Speaker 1>Super Bowl ads last night, which is just an astounding,

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<v Speaker 1>astounding number. Hey, Josh, Um, really want to know, Josh,

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<v Speaker 1>are you exhausted? I there's a lot of people who

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<v Speaker 1>work in their studios who are very tired right now yet? Okay,

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<v Speaker 1>and when do you when do you start like thinking

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<v Speaker 1>about the next round? Does it start early or does

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<v Speaker 1>it it come like in six months or something? Yeah,

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<v Speaker 1>you know, it typically picks up around the brand the brands.

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<v Speaker 1>You know that they're going to be in the super

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<v Speaker 1>Bowl for sure, were well start conversations with them in

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<v Speaker 1>September October around the scripts that they're seeing, and then

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<v Speaker 1>when they walk in on an idea, Um, we're typically

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<v Speaker 1>working December and January pretty heavily. Okay, Hey, one we

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<v Speaker 1>gotta know and just ballpark it for us. How much

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<v Speaker 1>are these celebs paid to Hawk products? You know? It

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<v Speaker 1>runs a gamut, right and I think if you're just

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<v Speaker 1>buying star power, you're probably talking millions. Um, But a

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<v Speaker 1>lot of times there's you know, maybe a movie coming

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<v Speaker 1>up or a TV show that they could use a

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<v Speaker 1>little bit of extra energy and getting the celebrity out there.

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<v Speaker 1>So it's definitely a sliding scale depending upon what the

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<v Speaker 1>situation is. But if you see a star in one

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<v Speaker 1>of these spots that you haven't seen maybe in a

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<v Speaker 1>couple of years. Like we're talking like you know, between

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<v Speaker 1>one and ten million dollars for for thirty second or

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<v Speaker 1>sixty second ad. Yeah, I don't like I probably not

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<v Speaker 1>a size ten. But um, if you're if you're talking

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<v Speaker 1>about somebody who's who's definitely got current star power, and um,

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<v Speaker 1>the majority of us watching the spot will be excited

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<v Speaker 1>to see them in it than brands are are are

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<v Speaker 1>plenty enough for that. So like the Toyota, keeping up

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<v Speaker 1>with the Jones is, like, who do you first reach

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<v Speaker 1>out to? Is it Nick Jonas? Like to get him

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<v Speaker 1>on board? Because that ad didn't work unless you got

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<v Speaker 1>them all right or at least or you needed some

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<v Speaker 1>different Jones. Is there are a lot of Jonases Carol, Well,

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<v Speaker 1>there's a lot of jonas is, but you wanted a

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<v Speaker 1>lot of Jonas brothers, famous Jones. If there are a

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<v Speaker 1>lot of a lot of contingencies built in. I've been involved,

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<v Speaker 1>not my current job, but I have been involved with

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<v Speaker 1>ads where we're locking the talent the night before I shoot. So, um,

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<v Speaker 1>you're definitely you're definitely looking at a few different solutions

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<v Speaker 1>based on the creative concept. Um creativity and I feel

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<v Speaker 1>like this latest round of commercials it was really fun

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<v Speaker 1>to watch. And I'll be honest with their seasons, you know,

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<v Speaker 1>where I'm like flipping through them because I'm like, okay,

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<v Speaker 1>not entertaining, not entertaining. Um, a lot of technology and

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<v Speaker 1>you just think about visually what you can do nowadays,

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<v Speaker 1>it's just mind blowing. Um. How do you think about,

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<v Speaker 1>you know, involving technology into ads or is it based

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<v Speaker 1>on what the customer wants or what's that creative process?

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<v Speaker 1>Like Matt, Yeah, I mean our our companies founded on

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<v Speaker 1>using technology in order to bring these these big ideas

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<v Speaker 1>of the streams to life. So UM, I think what

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<v Speaker 1>you're getting into this idea of creativity is Um, it's

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<v Speaker 1>kind of the difference. I say, there's a difference between

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<v Speaker 1>running and out on the Super Bowl and actually making

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<v Speaker 1>a Super Bowl ad. Um. And if you're walking into

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<v Speaker 1>the game with ambition and really wanting to own the moment,

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<v Speaker 1>then then you're gonna come up with concepts and executions

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<v Speaker 1>that require an awful lot of work from a production company.

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<v Speaker 1>You've got usually a named director attached to it, and

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<v Speaker 1>then that's just the VFX company kind of making sure

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<v Speaker 1>that the car that's flying through the air looks real, right. Um.

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<v Speaker 1>I think that's the difference. You can see the difference

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<v Speaker 1>in the brands who who understand the creativity is a

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<v Speaker 1>lot of times the force multiplier in our business. Um,

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<v Speaker 1>it's one thing to spend the money in show up

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<v Speaker 1>on the super Bowl, but if you're not kind of

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<v Speaker 1>owning the moment, then um, then you know your dollars

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<v Speaker 1>have better spend elsewhere. Who writes copy for these uh,

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<v Speaker 1>that's it's sent by the agencies and advertising agencies. So

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<v Speaker 1>they'll come up with the concept and they'll uh script

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<v Speaker 1>it up in uh partnership with the brand. And then

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<v Speaker 1>once they've got to create a concept, that's where we

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<v Speaker 1>get involved. And then what do you guys bring to it?

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<v Speaker 1>So Freaks and Sick, which we worked with Pepsi and

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<v Speaker 1>le Gary Gray and Production Company on the three minute

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<v Speaker 1>teaser for the Half Don Show. So, um, if you

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<v Speaker 1>saw that spot, you'll know that Eminem was in a

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<v Speaker 1>rock battle with his younger self and and the words

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<v Speaker 1>that we're appearing in the air, that's all digital work

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<v Speaker 1>that we're doing in order to bring that to life.

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<v Speaker 1>So that would have been a concept that the agency

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<v Speaker 1>came up with M and M was in a rap

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<v Speaker 1>bottom with himself. And then once we understand what the

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<v Speaker 1>concept is, we step in and say how it can

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<v Speaker 1>be executed and for what level of visual fidelity we

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<v Speaker 1>could pull it off. This time around, social as much

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<v Speaker 1>as linear. Like, you know, we're talking a lot about

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<v Speaker 1>the ads that we saw in the middle of the game,

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<v Speaker 1>but social is a big component of it. How how

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<v Speaker 1>important was social this time around? Well, yeah, I think

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<v Speaker 1>you saw a real split between brands who got their

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<v Speaker 1>work out early as well as brands that we're waiting

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<v Speaker 1>for the moment um and didn't leak it out early.

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<v Speaker 1>I think when you're talking about to a media spend

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<v Speaker 1>and and you guys highlighted that before, that's just the

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<v Speaker 1>media spend of six point five millions of the average.

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<v Speaker 1>Most brands want a average that as much as they can,

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<v Speaker 1>so they'll they'll go out um early, they'll get it

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<v Speaker 1>out on social channels, they'll at least hease it a

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<v Speaker 1>bit and then hopefully, you know, um, if the spots popular,

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<v Speaker 1>then they'll actually carry over for a week or two

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<v Speaker 1>after the Super Bowl. What about when it comes to

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<v Speaker 1>calls to action And you know, we saw a lot

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<v Speaker 1>of QR codes uh in. This one, coin Base had

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<v Speaker 1>a QR code uh in, and of course the Rocket

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<v Speaker 1>Mortgage one had that QR code for stock x uh

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<v Speaker 1>in it as well. Right, Yeah, I mean, the how

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<v Speaker 1>many people are actually utilizing that. I'm sure that the

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<v Speaker 1>my hands were deep in nachos. I'm just gonna tell

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<v Speaker 1>you that I was not pulling out my phone. Yeah,

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<v Speaker 1>the coin Base one probably got some some it was

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<v Speaker 1>just so uh you know, the mystery of what that

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<v Speaker 1>thing was dancing around the screen. I'm sure got a

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<v Speaker 1>lot of reaction to it. Um. But you know, you

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<v Speaker 1>guys will remember a number of years ago, UM few

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<v Speaker 1>R codes were introduced and and flopped pretty quickly. Took

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<v Speaker 1>the pandemic forget catch exactly right. I think it's the

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<v Speaker 1>pandemic and the and the use in restaurants that went

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<v Speaker 1>into a real world, real world use case, and now

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<v Speaker 1>I think we'll be seeing more and more of them. Well,

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<v Speaker 1>what's funny is coin Base after they put out that

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<v Speaker 1>ad um, they crashed. I think during that was like

0:11:23.640 --> 0:11:26.760
<v Speaker 1>trending on social Um. We've got a story that their

0:11:26.800 --> 0:11:29.480
<v Speaker 1>back up after addage reports falling that Super Bowl, So

0:11:29.559 --> 0:11:31.880
<v Speaker 1>it definitely did it can I just ask you that

0:11:31.960 --> 0:11:35.400
<v Speaker 1>Uber eats one Uber Don't eat. How many times did

0:11:35.400 --> 0:11:37.800
<v Speaker 1>you though? Initially played to your group and they're like, wait,

0:11:37.920 --> 0:11:40.800
<v Speaker 1>I don't get it, Like, but it was clever because

0:11:40.800 --> 0:11:42.600
<v Speaker 1>it made us talk about it. But was there folks

0:11:42.600 --> 0:11:47.040
<v Speaker 1>in your you know, focus groups are like what, Yeah,

0:11:47.120 --> 0:11:50.000
<v Speaker 1>I'm not sure about the development of that. I wasn't

0:11:50.040 --> 0:11:53.000
<v Speaker 1>involved in the front end of it, but uh, look,

0:11:53.120 --> 0:11:54.600
<v Speaker 1>that was another fun one. I think they did some

0:11:54.640 --> 0:11:58.120
<v Speaker 1>great casting totally. The actors that they had in there

0:11:58.160 --> 0:12:01.080
<v Speaker 1>really carried a lot of the story. Hey, listen, just

0:12:01.120 --> 0:12:02.960
<v Speaker 1>got about thirty seconds left. There is there an ad

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<v Speaker 1>you didn't do that? You're like, wow, that was pretty nice.

0:12:06.200 --> 0:12:11.679
<v Speaker 1>Just quickly. I thought that the Dorito's Cheetos ad was fun.

0:12:13.000 --> 0:12:15.839
<v Speaker 1>There was a nice energy to that, and when it

0:12:15.880 --> 0:12:18.760
<v Speaker 1>started to go on longer than the thirty a little surprise.

0:12:18.840 --> 0:12:20.480
<v Speaker 1>But I think they carried the day was that one.

0:12:20.800 --> 0:12:24.319
<v Speaker 1>I know that one was in the top five the animals, right,

0:12:24.720 --> 0:12:26.600
<v Speaker 1>just because it's our own baby. It was really really

0:12:26.600 --> 0:12:28.280
<v Speaker 1>fond of the rocket corner to one that you guys

0:12:28.280 --> 0:12:30.360
<v Speaker 1>played earlier. It's pretty cool. Yeah, it's getting a lot

0:12:30.360 --> 0:12:32.840
<v Speaker 1>of attention today. I gotta tell anytime you put animals

0:12:32.880 --> 0:12:36.040
<v Speaker 1>like talking and acting like humans. UM all in on that.

0:12:36.120 --> 0:12:39.360
<v Speaker 1>I'm just all in Josh, this was fun. Um, good luck.

0:12:39.360 --> 0:12:41.559
<v Speaker 1>I'm sure you're thinking about well at least got a

0:12:41.559 --> 0:12:43.040
<v Speaker 1>few months where we have to think about the next

0:12:43.320 --> 0:12:46.160
<v Speaker 1>round of Super Bowl ads. Josh Mendel present advertising a

0:12:46.240 --> 0:12:48.360
<v Speaker 1>Technicolor Creative Studios. What you and I were in touch

0:12:48.400 --> 0:12:50.319
<v Speaker 1>with the noon, cries the CEO of Mattell. He sent

0:12:50.360 --> 0:12:52.120
<v Speaker 1>us a statement. Barbie was excited to be asked to

0:12:52.160 --> 0:12:56.160
<v Speaker 1>start alongside Anna Kendrick and Rocket Mortages super Bowl ad man.

0:12:56.440 --> 0:12:59.679
<v Speaker 1>Barbie just having a whole other life. Man, I kind

0:12:59.679 --> 0:13:00.160
<v Speaker 1>of love in it.