Super Bowl 2018: Randy Hughes, Carmichael Lynch

"I was college senior and randomly saw this and it stopped me in my tracks and confirmed my career choice and my love of advertising and its power."

 

Randy Hughes
Executive Creative Director Carmichael Lynch
In a few words, can you tell us who you are and what your job title is?
My name is Randy Hughes, I’m an ECD at Carmichael Lynch in charge of the Subaru account.
The current price for a 30 second slot is over $5 million. In your opinion is the spend worth it?
It really depends on your situation. It’s a big awareness play, if that is your need and if you do it right it can really be worth it.
Is there a demographic you believe Super Bowl advertisers have failed to target or a business sector that is underrepresented?
Not really, the audience is such a wide swath of demos. And really the people who get their money’s worth need to reach a broad segment. If you are super targeted, I’m not sure you should be on the super bowl.
Who do you think is the ‘brand to watch’ at this year’s Super Bowl?
Based on past history, I’d be watching for Budweiser, but this year I think they missed the mark. The story, no matter how true, feels pandering and opportunistic. I really hate that most of the work breaks early. I think skittles is really capturing early buzz.
Do you think advertisers can benefit from taking a political/social stance in the Super Bowl?
I can’t recall anyone really making hay with that in recent years. Who was the brand that made the spot about the big wall to Mexico? Exactly. I’d really ask the advertiser to think about why they need to make this comment and why are they uniquely qualified to do so. Most of the time it’s borrowed interest so there’s no lasting attachment to the brand.
Are there any fumbled opportunities that come to mind when you think of past Super Bowl advertising?
Most spots we will watch. The Super Bowl brief breeds artificial judgements from clients spending a ton of money. To appeal to this audience you need to really be entertaining. Who can get the biggest laugh is what you are up against. Clients aren’t wired that way, and for good reason. They have a message, or at least they should, that serves the brand beyond just making you laugh. If you can do both, well that’s rare.
Eagles or Patriots?
Haven’t we seen enough Patriot wins? All I really hope for is a tight last second game and if we get that I don’t care. And neither will all the advertisers.
What is your favorite Super Bowl ad of all time?
Easy. Apple Macintosh 1984. I was college senior and randomly saw this and it stopped me in my tracks and confirmed my career choice and my love of advertising and its power. But there’s a lot more to love. Budweiser a few years back where the Clydesdale remembers the guy who raised him has me in tears every time. I love that spot.

 

 

Randy Hughes
Executive Creative Director Carmichael Lynch