Work of the Week: 09/02/24
We’re days away from Usher taking to the Super Bowl LVIII halftime stage, till the Kansas City Chiefs and San Francisco 49ers battle it out and we see if Travis Kelce and Taylor Swift really are the all American couple (anyone else nervous?).
In the run-up to the Big Game, and of course, during every ad break, the Super Bowl commercials will flood in and build anticipation for the sporting event. While kick-off isn’t set till February 11th, brands have already started celebrations with their Super Bowl ad offerings. We’ve seen work from Paramount+, Etsy, BMW and even had Martin Scorsese direct a Squarespace spot – talk about big time.
With plenty of celebrity cameos from Jennifer Aniston, David Beckham and more, we’ve been keeping an eye on every 2024 Super Bowl spot, as well as choosing our favourites to feature in this week’s ‘best of’ list.
So, sit back, relax and enjoy this week’s best.
Paramount+ - 'Hail Patrick'
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Starring Patrick Stewart, Miami Dolphins' quarterback Tua Tagovailoa, Drew Barrymore, Peppa Pig and more of the service’s most popular talent and characters, Paramount+ debuted its Super Bowl LVIII spot. Created by Drogs5 and featuring music from 'Creed', it's a classic Super Bowl commercial filled with plenty of familiar faces, as well as being the platform's 15th instalment of the 'A Mountain of Entertainment' spots.
Etsy - 'Try Gift Mode'
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As ecommerce company Etsy launched its first Super Bowl commercial spot, it focused on 'Gift Mode' by heading back to the moment in the 1880s when France gifted the Statue of Liberty to the United States. Created by Orchard and directed by Andreas Nilsson through Biscuit Filmworks, it highlights the platforms personalised gift giving options and highlights why finding the right present is so important.
BMW - 'Talkin’ Like Walken'
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The all-new generation of the iconic BMW 5 Series needed an equally iconic ad to go alongside the launch. To do this, the car manufacture and creative agency, Goodby Silverstein & Partners (GS&P) enlisted Hollywood's Christopher Walken, actress Ashley Park and the Super Bowl's Grammy award winning global superstar and Super Bowl LVIII halftime performer, Usher. In the 60-second spot directed by Bryan Buckley, we see many mimic and imitate Walken's recognisable accent and intonation, but really, there is only one original.
Snapchat - 'Less Social Media, More Snapchat'
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Showcasing why it's totally different to other social media platforms, Snapchat's latest campaign 'Less Social Media, More Snapchat' highlights how it was designed to be different. The spot is masterminded by Colleen DeCourcy and depicts the murkier sides of social media before changing to reflect Snapchat's vibe. With a TV ad, out-of-home, print, and digital ads, it's targeting the more than 75% of 13 to 34 year olds who use the platform, as well as those who don't.
Google - 'Javier in Frame'
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What's it like to take pictures when you can't actually see them? In Google's Super Bowl 2024 commercial 'Javier in Frame', we see a blind man documenting his life though selfies guided by Google Pixel. Directed by blind filmmaker Adam Morse, it highlights Google Pixel's 'Guided Frame' feature which helps to capture moment for those who are blind or partially sighted. Created by Google Creative Lab in collaboration with GUT, it guilds on 2023's 'Fixed on Pixel' and 2022's 'Seen on Pixel' spots.
Squarespace - 'Hello Down There’
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Martin Scorsese's Super Bowl debut ad comes from the design-driven platform Squarespace. In the brand's 10th Super Bowl commercial, they've called on the directing legend and his daughter Francesca Scorsese, to create 'Hello Down There’ to show what its like to be consumed by the digital world. Centred within a broader marketing campaign, this spot also comes with the launch of Fluid Engine™, featuring sci-fi inspired designs to bring websites to life.
Home Centre - 'The Creature'
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Destigmatising the topic of remarriage in the Middle East, furniture retailer Home Centre has used its latest campaign to tackle the issue head-on. Working with Leo Burnett Dubai, 'The Creature' shows a child's perspective of what it's like to welcome someone new into the home, and the fear, angst, and confusion which can be rife. Eventually, with some understanding, time and adjusting, we see the creature accepted into the household.
