Super Bowl 2018: Lotenna Oranefo Valtor Enwonwu, Bright Red \ TBWA

"Nerf war veterans and staircase cardboard sled teams."


Lotenna Enwonwu
Creative Director State Farm
In a few words, can you tell us who you are and what your job title is?
My name is Lotenna Oranefo Valtor Enwonwu.
I’m a dad.
A husband.
A Creative.
And I love my initials.

My title is Digital Design Director at Bright Red \ TBWA
The current price for a 30 second slot is over $5 million. In your opinion is the spend worth it?
It can be if you, as a brand, are looking to start a conversation with a lot of people, all at the same time; and have a set journey to take all of them on. It can be a great way (place) to cast your net. If the plan is only to get eyes on your product or service, then you might be wasting $5 million. There are so many services and products to choose from, that just merely saying you exist isn’t enough to make someone give you his or her hard earned money. Being top of mind isn’t as valuable as it once was, since our attention spans are shorter than a goldfish. Hey! It stopped raining. I wonder what I’m going to eat for lunch. IG alert.
Is there a demographic you believe Super Bowl advertisers have failed to target or a business sector that is underrepresented?
Nerf war veterans and staircase cardboard sled teams. Seriously, it’s hard to say. I’m a big advocate for brands to figure out who they are and let their tribe find them. Trying to put people in boxes and accurately cater to the wants of a prototype is almost impossible these days. At least in the long run. We, as a people, change what we like so fast. A brand will only consistently contradict itself trying to keep up with the way the crowd moves from one trending topic to another. Now if a brand is clearly defined and doesn’t jump into every Twitter beef, and knows what it stands for, it can modify how and what it communicates to its tribe. And the tribe will be more willing to forgive mistakes because the tribe is aware that the brand values them and both, brand and tribe are for one common cause.
Who do you think is the ‘brand to watch’ at this year’s Super Bowl?
Bud-light is killing it with Dilly-Dilly. It reminds me of how much fun brands can have with a product, especially one with so many restrictions.
Do you think advertisers can benefit from taking a political/social stance in the Super Bowl?
Yes. They have to be careful and thoughtful, but yes. It’s an opportunity to show the personality, and strengths of the brand. People like to know that the shirt they put on and represent can stand up, see something wrong, and call it out. Be the voice of the tribe.

Here’s a short story:
I love my music. And a few years ago I was shopping for headphones online. I came across a brand called LSTN that made some really good-looking products. Normally, I like to go into a store, try my headphones on, touch them and test the durability. But I couldn’t find a local store that carried these headphones, and I really liked the design. I had a dilemma. I could pass on the headphones and go to an in-store brand or I could take the chance of purchasing them online and have to go through the returning process, if I didn’t like them. I ended up making the purchase online. And I made the buy not because the design (which is awesome) was so alluring that I couldn’t help myself, but because they showed me a side of the brand’s personality that connected with me. You see a piece of the proceeds from every sale LSTN makes goes to the Starkey Hearing Foundation. Starkey helps underprivileged children and adults get hearing aids all over the world. I didn’t think twice … Sold.
Are there any fumbled opportunities that come to mind when you think of past Super Bowl advertising?
Sure, but knowing how hard and complicated it can be to create anything with an approval process, I can only congratulate those that got good work produced and wish better luck next time to those that came up short.
Eagles or Patriots?
What is your favorite Super Bowl ad of all time?
Volkswagen Engineers Getting Their Wings. It was fun, simple and memorable. That’s all I can ask for.


Lotenna Enwonwu
Creative Director State Farm