The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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The Super Bowl is a rare cultural moment where brands compete for attention, emotion and memorability, all at once. Yet, says Vanessa Chin, SVP Marketing at System1, brands that try something new, losing familiar assets and recognition, can lose out to those that utilise consistency.
A Super Bowl debut; one director's Big Game story
hungryman's Dan Opsal is no stranger to directing, but stepping up to a Super Bowl spot was a new experience. Here, Opsal relays how he got the State Farm gig, what it was like working with Danny McBride, Hailee Steinfeld and Keegan-Michael Key, and the positives of being a prepper.
Why production is advertising's best kept secret
A great strategy and a brilliant idea are both key ingredients in any campaign but, says Jess Ringshall, Chief Production Officer at Saatchi & Saatchi London, it's production that determines whether an idea survives in the real world.
Building in The Big Apple: Lessons from ETC’s first year stateside
Antonia Vlasto discusses the shift from London to the US, adjusting to a louder creative culture, and what delivering six Super Bowl spots in year one actually demanded.
Super Bowl LX: The other 364 days
Though not the result he'd hoped for in terms of the actual game, what did Josh Green, CCO at ELVIS London, think of the the other clash taking place yesterday during the battle of the brands, and why doesn't advertising approach every day like it's the Super Bowl?
The specificity paradox: Winning the game by losing half the audience
The old saying, 'you can't please all the people all the time' is, says Patrick Marzullo, Managing Director, Creative Studio at Coinbase, never truer than during the Super Bowl. With an audience of 120 million people, you need to be specific, because if you hit that sweet spot, then you can break through the screen and into culture.
How to make a feature with a commercials mindset
When director Lawrence Jacomelli needed to shoot his feature Blood Star in 10 days, he realised that moviemaking magic can happen when you apply lessons learned in ad production.
Tactics not theatrics: How to direct footballers
With the Super Bowl upcoming, athletes are taking centre stage. But athletes aren't actors, and expecting them to be can lead to all kinds of problems. The FIFA World Cup is also on the horizon and here, director Ben Woolf, who specialises in sports and performance shoots, explains how to get the best out of some footballing heroes.
Well, well, wellness
Wellness is everywhere now, in our tech, in our daily lives, in our household brands. Tim Cumming looks at its strange history and evolution – from a niche hippyscape to a multi-billion dollar industry – and talks to a range of brands and creatives about selling wellness in the 2020s