Super Bowl 2018: Benoit Guin, Amélie Company

"63% of Americans believe the Super Bowl is not an appropriate place for political messages."


Benoit Guin
CEO / Director of Media Amélie Company
In a few words, can you tell us who you are and what your job title is?
Benoit Guin: Founder, CEO and Director of Media at Amélie Company.
The current price for a 30 second slot is over $5 million. In your opinion is the spend worth it?
Depends on what you’re trying to sell. Our clients often use taxpayer money to spread their messages and we would not feel comfortable using the public’s money for one big commercial. Our team focuses on strategic advertising that can make a big impact with a smaller budget.
Is there a demographic you believe Super Bowl advertisers have failed to target or a business sector that is underrepresented?
NFL viewership is no longer dominated by males, so we would like to see more brands with female targeted products utilize the medium.
Who do you think is the ‘brand to watch’ at this year’s Super Bowl?
This year Kraft is creating a Super Bowl ad using fan photos shared on social media during the day. UGC marketing has continued to grow over the years, and showing genuine and authentic people in the ad is definitely going to resonate with their audience.
Do you think advertisers can benefit from taking a political/social stance in the Super Bowl?
According to the Burson-Marsteller Super Bowl Survey, 63% of Americans believe the Super Bowl is not an appropriate place for political messages. Pepsi’s recent controversial ad is an example of how trying to monetize movements can backfire. It’s important to know the time and place to show political views in advertising.
Are there any fumbled opportunities that come to mind when you think of past Super Bowl advertising?
When a brand jumps on a cultural trend that is not relevant to what they are selling. The Super Bowl offers a stage for the brand to become a leader, jumping on an existing trend sends a message that they’re more of a follower.
Eagles or Patriots?
I will root for the Eagles, because our CCO is from Philly and he will probably bring in some doughnuts if his team wins.
What is your favorite Super Bowl ad of all time?
The Old Spice ad, The Man Your Man Could Smell like. It was funny and memorable!


Benoit Guin
CEO / Director of Media Amélie Company