Paul Venables is taking center stage in this week’s Adweek, giving readers advice on “How to Win the Super Bowl.” Check out what he’s learned along the way doing six years of Audi commercials and his advice for creatives with spots in the game.

A Super Bowl spot. With no celebrities. No monkeys. No talking babies. No slapstick violence. No pets of any kind. Just 60 seconds of beautifully crafted storytelling. #BraveryWins

The lifespan of a Super Bowl ad keeps growing as Americans will be searching, sharing and rewatching ads this year more than ever before, according to VB&P’S Fourth annual survey. Results saw these numbers rise particularly among millennials and those who report they’ll be hungover on Super Bowl Monday.

“Americans’ enthusiasm for Super Bowl ads is increasing rapidly, with record levels of pre and post-game engagement,” said Lucy Farey-Jones, partner and head of strategy, Venables Bell & Partners. “A third of Americans report they will seek out ads before kick-off this year and after the game ends, exactly half of Americans will rewatch their favorite ads. This demonstrates the value of a Super Bowl ad is higher than ever.”

THE DIGITAL WATERCOOLER: Not only will half of Americans rewatch ads, but 40% will share ads. 86% will do so via Facebook and 30% via sharing on Twitter (a 500% increase from 2012). Theoretically, this means with 111 million people watching the game, and with the average Facebook user having 130 friends, those collective posts could result in over 4.9 billion incremental impressions.

SUPER BOWL WATCHERS UNDER THE INFLUENCE: An estimated 31 million Americans (28% of 111 million viewers) will be hungover on Super Bowl Monday. For those who admit they are “likely to be hungover,” social networking habits increase dramatically. 70% of heavier drinkers will be sharing ads on their social networks (vs. 40% survey avg.); 60% of heavier drinkers will post something to Facebook (vs. 34% non/lighter drinkers). Perhaps most important to marketers, intoxicated people report being five times more likely to buy something while watching the game (50% vs. 10% non/lighter drinkers).

MILLENNIALS: The younger generation (18-29) is the most passionate and engaged age group when it comes to Super Bowl ads. 78% (vs. 55% avg.) will pay attention to who is advertising before the game. 43% are likely to vote for their favorite ad (vs. 22% avg.) and 44% are likely to buy something while watching the game (vs. 21% avg.). After the game, 70% will re-watch their favorite ads (vs. 50% avg) and 68% will share ads on Facebook (vs. 40% avg).

ADS DOMINATE POST-GAME DISCUSSION: For the first year, ads tied with best plays when it comes to what Super Bowl watchers are most likely to discuss the day after the game. Americans also reported they are more likely to “like” a brand (29%) on Facebook that advertises during the Super Bowl than they are to “like” a team (26%).

For more information on the study or to schedule an interview with Lucy Farey-Jones, partner and head of strategy, please contact Meredith Vellines at [email protected].

Today we launched a new piece for not one, but two of our clients: a collaboration between Google and Audi. Highlighting the fact that Google Maps now powers the maps in Audi’s navigation systems, the film follows an Audi A4 as it makes its way through the streets of San Francisco as seen in the frozen worlds of Google Earth and Street View. The couple behind the wheel make a handful of stops before heading to their final destination: their own impromptu wedding at Muir Beach. Oh, and about those pitstops: you can’t have a wedding without something old, something new, something borrowed, and something blue.

As part of VB&P’s continued volunteer efforts for the March of Dimes, we created this video that was shown at their star-studded annual dinner in LA. Narrated by Jason Bateman, produced by VB&P’s Lumberyard and directed by Christian Amundson, a VB&P office space winner, the film interviews parents affected by prematurity. We think it hits a chord and the event’s attendees like Megan Fox, Reese Witherspoon and Robert Downey Jr. did too. The film helped raise $1.1 million within the first 15 minutes of being shown.