Super Bowl 2018: John Trahar, Greatest Common Factory

"You’re a big, rich, established CPG brand that wants a 1st quarter top of mind boost."

 

John Trahar
Strategic & Creative Lead Greatest Common Factory
In a few words, can you tell us who you are and what your job title is?
John Trahar, Strategic & Creative Lead — Greatest Common Factory, Austin TX.
The current price for a 30 second slot is over $5 million. In your opinion is the spend worth it?
Yes, if:

You’re a new, rich brand that wants an instant brand awareness boost

or

You’re a big, rich, established CPG brand that wants a 1st quarter top of mind boost.

and

You’re a brand that has a less serious persona and a pretty basic value proposition.

and

The game is good.
Is there a demographic you believe Super Bowl advertisers have failed to target or a business sector that is underrepresented?
Everyone who doesn’t care about the game is under-targeted.

Anything that’s not Automotive, CPG, QSR, consumer electronics, consumer tech, “light” financial or entertainment is underrepresented.
Who do you think is the ‘brand to watch’ at this year’s Super Bowl?
Always Skittles.
Do you think advertisers can benefit from taking a political/social stance in the Super Bowl?
This is not a yes/no question, it’s case-by-case and here, hypothetical. People, in general want to know what brands stand for, especially younger demographics, but the Super Bowl is ultimately an entertainment platform and taking a stand may feel intrusive or out of sync.

But, if the purpose of our hypothetical brand is inherent in the product or service it provides and it is important that the brand be clear about it’s position in society then the mass platform might be a great place to make a stand.
Are there any fumbled opportunities that come to mind when you think of past Super Bowl advertising?
I often advise insurance brands to not talk about dead children (Nationwide).
Radio Shack was an example of entertaining work from a brand that maybe shouldn’t have even been there as the 80s humor did nothing to save that business from extinction. Brands in general could do a better job of understanding that while a Super Bowl spot should be entertaining chances are your particular brand is not actually in the entertainment business.
Eagles or Patriots?
Eagles
What is your favorite Super Bowl ad of all time?
Google “Parisian Love” — I’m a sucker for theater of the mind product demos.
 

 

John Trahar
Strategic & Creative Lead Greatest Common Factory