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What with all the bad news involving leading brands—from Volkswagen's diesel-emissions scandal and Chipotle's food-safety issues to FanDuel and DraftKings' insider-trading blowup—it's little wonder Americans have grown more cynical about marketing. Meanwhile, audiences continue to splinter, clients are asking their agencies to do more with less, and the price of a 30-second spot has hit the stratosphere (again). It all means that the stakes for Super Bowl-bound brands have never been higher.
BBDO global CCO David Lubars, veteran of many Big Game campaigns, described a worst case scenario: "Either you're not noticed, or you're noticed for the wrong things.