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Greg's Word: "The Super Bowl is a Moment"


Greg DiNoto, Partner, Chief Creative Officer, Deutsch NY

Greg's Word: "The Super Bowl is a Moment"


Super Bowl is more than a reach and frequency opportunity.  It's a moment.  An occasion.  A debut.  An entrance.  A defining gesture.  An abiding epicenter of pop culture and content.  It's the ultimate means for reaching American hearts and minds at their most communally impressionable  -- a rallying point for all of us anxious to be inspired.  You know… like church.  And watching Super Bowl advertising is arguably more of a bonding activity — across gender, age and community -- than enjoying the game itself.  It makes Super Bowl audiences uniquely open to falling in love with a brand. Our job is to help clients show up understanding this dynamic -- not just hungry for eyeballs.

This year Deutsch Inc. is bringing 5 spots to the party:  two for Go Daddy, and one each for Milk PEP, Taco Bell and Volkswagen, the latter two coming out of our LA office.   Whatever the client, we make it a point that Super Bowl is not a media multiplier. It's  a moment.  Living into that moment means  stretching for humor, charm, scale, stage, restraint — whatever the appropriate divergence from business as usual.
Sometimes that divergence is uncomfortable for a client, but it's the mandate.  We'd be irresponsible if we didn’t urge our clients to embrace the potential of Super Bowl rather than show up comfortably 'not wrong'.  It's our duty to lead.
For the agency, it's been months of hard work and vigilance bringing four clients to the brink of their respective moments.  I'm sure I speak for my colleagues in LA  when I say that as an agency, we think we've succeeded.  Hopefully last nights 100 million more will agree with us.
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