Voices of the Super Bowl

Guest opinion contributors share insights and advice around the Big Game

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The Super Bowl is marketing’s biggest unofficial holiday—and for good reason. While there is no exact formula for what makes a Super Bowl ad a hit or miss, there are definitely things most major brands try to incorporate: cultural references, big-name celebrities and bonus points for making viewers laugh. At $5.6 million for a 30-second spot, it’s a lofty investment, but it’s one many brands have seen pay off.

Some of our guest contributors, including creatives behind some memorable campaigns, are sharing their insights into marketing during the Super Bowl, lessons learned from the hits and flops and looking at some of the more interesting trends we’ve seen in the past few decades.


Typically people try to avoid politics and other potentially divisive topics during a fun sports celebration, but no matter what your political perspective is, you’re likely to see something that resonates this year.



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