View Point: Super Bowl David Saalfrank, Eventive Marketing

"There is an opportunity for brands to speak more broadly and appeal more directly to women."


In a few words, can you tell us who you are and what your job title is?
David Saalfrank, Managing Director at Eventive Marketing.
Is there a demographic you believe Super Bowl advertisers have failed to target or a business sector that is underrepresented?
With women representing nearly half of the NFL fan base, there is an opportunity for brands to speak more broadly and appeal more directly to women.
Who do you think is the ‘brand to watch’ at this year’s Super Bowl?
Skittles’ exclusive ad shown to only one person could pay off. We look forward to being surprised by something unexpected.
Do you think advertisers can benefit from taking a political/social stance in the Super Bowl?
The reality is that we live in a politically charged environment where brand values matter and consumers “vote” with their dollars. Although there’s always a risk when brands tackle social and political issues, like Budweiser, 84 Lumber and Audi learned at last year’s Super Bowl, there’s also a risk when brands choose to stay silent. Omission can easily become a statement in itself. As issues of immigration, sexual harassment and climate change continue to dominate everything from the headlines to award shows, the brands that choose to engage will maintain relevance and resonate deeper with key consumers. An illustrative example is the war for Late Night which saw the rise of Stephen Colbert at the expense of Jimmy Fallon, in large part due to a willingness to be political. With that said, taking a political or social stance is easier said than done, and the brands that will benefit are those that are already value-oriented and authentic.
Eagles or Patriots?
May the best team win and the drinks be cold and chips be dipped.