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At this year’s Super Bowl, agencies including Goodby Silverstein & Partners, Saatchi & Saatchi and Wieden+Kennedy had a good showing, each with more than one ad in the game. Other usual suspects, like Anomaly and FCB, cropped up too.
But some of the game’s commercials didn’t come from an ad agency at all.
A total of seven spots were created internally, compared to three in last year’s game. Bass Pro Shops, DraftKings, Frito-Lay, Guaranteed Rate, Logitech, Skechers and Squarespace—five of which were first-time advertisers in the game—aired ads created by in-house teams.
Brands have increasingly been bringing marketing and advertising capabilities in-house for years.
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