Super Bowl Stardom Requires an Endless Well of Creativity and an Understanding of What You're Getting Yourself Into

Creating a Big Game hit is the first ambitious goal on every brand's checklist each year

The Super Bowl is one of advertising’s favorite holidays. And with all the teaser videos and images floating around and every other brand saying they will or won’t be participating in this year’s Big Game, it’s easy to see why. Everyone who decides to create a spot for the Super Bowl dreams of being one of the standouts people talk about for years to come, like Tourism Australia’s “Dundee” or Snickers’ “You’re Not You When You’re Hungry” or Tide’s “It’s a Tide Ad.” But doing so requires a combination of dedicated creativity, insight into consumer trends, a mix of the right technology and quite a bit of luck.