Super Bowl 2018: Holly Aguirre, New Honor Society

"Super Bowl ads are a microcosm of the greater issue with underrepresentation in advertising."


In a few words, can you tell us who you are and what your job title is?
Holly Aguirre, President, New Honor Society Agency.
The current price for a 30 second slot is over $5 million. In your opinion is the spend worth it?
The spend has to be evaluated against the objective, of course. But brands are reaching a huge audience who often give more than their normal attention span to Super Bowl ads expecting them to be more entertaining and “better” than usual. Discussing the ads post-game is a social event in itself as well, so brands benefit from pass-along recaps.

But brands can still make their way into the conversation without spending the media dollars by having something disruptive or culturally relevant to say in social media as well as by creating integrated experientially-based marketing programs on the ground. It is not unusual to see brands on the ground and activating in Super Bowl host cities as early as a month in advance.
Is there a demographic you believe Super Bowl advertisers have failed to target or a business sector that is underrepresented?
Super Bowl ads are a microcosm of the greater issue with underrepresentation in advertising. Only companies with $5 million dollars can play, which means only their target audiences are represented.
Who do you think is the ‘brand to watch’ at this year’s Super Bowl?
Skittles – the interest in people watching other people “do things” on YouTube is a popular trend many would have never predicted. I’m eager to see how watching someone watch a commercial, that we can’t see, during the Super Bowl plays out.
Do you think advertisers can benefit from taking a political/social stance in the Super Bowl?
If the brand’s motive is to ignite a conversation or debate around a political or social stance, a Super Bowl spot could certainly do it. But they need to make sure it is authentic and credible, not opportunistic.
Are there any fumbled opportunities that come to mind when you think of past Super Bowl advertising?
The 84 Lumber spot from 2017 / While on the surface it was seemingly a pro-immigration story of a struggling, but determined, mother and daughter trying to reach the U.S., it was later revealed by the company to be a recruitment spot, not intended to be in support of immigration, rather a more self-serving tool to attract workers who are often willing or forced to accept lower wages.
Eagles or Patriots?
What is your favorite Super Bowl ad of all time?
Apple’s 1984 spot. It wasn’t a fleeting attention grab. It was laying the groundwork for what the brand is about and why they exist.