Featuring: Kim Mazejka, Assistant Media Planner, Chris Mullaney, Assistant Brand Manager, Megan Canoni, Assistant Media Planner, Max DeLuca, Videographer/Editor, Nora Jerrett, Junior Copywriter, and Steve Gervasio, Junior Data Analyst

The Super Bowl has been a cherished part of American culture for over five decades and is enjoyed across many generations. In preparation, we polled six of our very own CPers to get their predictions ahead of Sunday’s game. With many athletes now coming from Gen Z, it was only appropriate to shine a light on some of our own members of this generation and their views on this major sporting event. Here’s what we learned: 

Brands need to be thinking outside the box.

What do you hope to see in this year’s Super Bowl ads? 

• Kim: Brands getting really creative and “out there” – I want to be  shocked and surprised.
• Chris: Ads that don’t over-rely on celebrities or TikTok trends.
• Megan: Something funny or emotional that tells a story.
• Max: I just want to see something different this year.
• Nora: I’m excited to see the long versions of the ads I’ll be seeing for the next year!
• Steve: Personally I don’t tend to care about the commercials as much as the game. However, I do pay attention to them to maybe get a laugh or two. 

Celebrities are not needed to make memorable spots. Some of the most successful ads get people thinking. Also, humor never hurts. 

What makes a successful Super Bowl ad, in your opinion? 

• Kim: Anything that makes people talk or gets people thinking. Humor definitely makes people want to share with each other but controversy also does. 
• Chris: Humor that actually makes sense for the brand. Also, ads that create conversation/buzz 
• Megan: Humor and meaningful messaging. I think celebrity cameos take away from the message.
• Max: Humor helps make a spot successful.
• Nora: Celebrity cameos and off the cuff humor. 
• Steve: Humor, an important message, and celebrity cameos are definitely three aspects of a commercial that will make the commercial stick in my mind. 

Brands have done well in creating spots that stick with us for years, and it seems like the new ads are more and more difficult to beat. 

Do you have a favorite Super Bowl ad?

• Kim: 2019’s Mr. Peanut was a wild and absurd move. I would love to see more spots like that. 
• Chris: I love the Tourism Australia “Dundee” ad from a few years back. 
• Megan: The Doritos commercials are hard to beat. 
• Max: There are too many memorable Super Bowl ads to pick a favorite. 
• Nora: I loved seeing Betty White as Mike for Snickers!
• Steve: I do not have a favorite Super Bowl commercial. I would say I remember companies more than specific commercials, like Doritos or Budweiser.  

It’s about more than just football.

What does the Super Bowl mean to you?

• Kim: Being together – whether it’s during the Super Bowl or talking about the game, halftime show, or ads afterwards.
• Chris: It’s an event that appeals to everyone in some way – people who like football, ad-lovers, foodies, etc.. I’m mainly in it for the appetizers. 
• Megan: I like the time spent with family and friends. Normally football games are about the game itself, but the Super Bowl is more about the experience.
• Max: Super Bowl festivities, the game, and the halftime show.
• Nora: An excuse to drink and eat in sweatpants with a fun halftime show!
• Steve: It’s about the game. As a spoiled Patriots fan, my memories are all around the victories/losses and experiencing those moments with family and friends. 

And the big question we had to ask.

 Who are you picking?

• Kim: Neither because they’re not the Pats! I hope it’s a nail-biter though.
• Chris: Bengals 
• Megan: Bengals 
• Max: LA Rams
• Nora: Bengals
• Steve: Bengals  

Regardless of the outcome, it is safe to say that this year’s Super Bowl will be a night that has something for everyone. Though we each have our own expectations for Sunday, one thing is for certain – we’ll be watching from the edge of our seats.

Robbie Field, Senior Creative

The Holidays are a busy time of the advertising year and the pandemic, on top of that, has made things even more hectic. As a creative in the industry, here are some things I learned that help make a successful shoot during this crazy, fever-dream pandemic world that we all live in. To do this, I’ll be using our most recent work as an example. A Christmas campaign for one of our biggest clients here in Dublin, Expressway.

For those who may be unfamiliar with Expressway, they are one of Ireland’s leading premium coach operators. They connect people all across Ireland and are a vital service for many communities. We wanted to create a campaign steeped in rich, defiantly human insights so the concept of connecting/reconnecting post-pandemic restrictions was the obvious choice. 

The campaign story follows the journey of two brothers who live in opposite parts of the country. They both have the same idea to connect with each other in person this Christmas and set out on their own epic adventure with the help of Expressway. We placed a significant focus on creating a cinematic experience while also keeping raw, defiantly human insights throughout. 

So, without further ado, here are some key learnings I found that make a successful shoot during the pandemic: 

Keep your team small 

Possibly the biggest change of the pandemic has been that every aspect of social and physical life has been either reduced or pushed away to a safe distance. However, the knock-on effect of this has been that working with a smaller team is something I have found to be a great benefit for executing a successful shoot.

Right from the beginning, our normal ways of working went straight out the window. Gone are the days when agency, client and production teams could all sit in the room and get answers to questions there and then. Now due to remote working, everyone’s schedules are very busy and there is often a delay in communication and getting answers on the spot can be difficult. A result of this is that decisions need to be made quickly, and more importantly, correctly.

Trust your team 

Working with a small team means there needs to be a lot of trust. I was fortunate enough to have great trust from our creative director. Being in an agency where there’s so much trust given especially by a creative director is a powerful thing. We were empowered  to make decisions throughout the whole process and were actively encouraged to do so. This gave us confidence to push the idea further.

I was also blessed to work with an amazing group who were all on the same page in terms of vision right from the start.

The first to mention was my art director partner whose immense talent and sound experience helped shape the outcome of the spot. We both worked hard at the very start to ensure we presented our idea coherently and simply to our brilliant clients. Getting client buy-in early on is vital to a successful campaign. And now, onto our amazing senior account manager who was by our side every step along the way. We couldn’t have gotten this campaign made without her. The three of us really became quite the team, bouncing from meeting to meeting and ticking off agendas and next steps along the way. 

So, having a great idea and working with a close team is one thing but getting it made is a whole different ball game. This leads nicely to the next key learning: 

Engage for stronger external relationships

It goes without saying that having a creative, organised and all-around friendly production team in your corner increases the chances of having a successful shoot. We couldn’t have been luckier on this project teaming up with a brand new production company, Rubber Ducks.

Right from the get-go, they were on another level. An important learning I found from this process was that showing enthusiasm and respect for the work that they do and actively getting involved with the production process from the start truly strengthens relationships and increases the chances of a successful shoot. 

So, enough chit-chat from me. Have a look at our Expressway Christmas ad.

Courtney Marlow, Public Relations & Social Media Manager

During a time when most people are (hopefully) looking at their phones less, marketers have to make moments on social media really count. Consumers are looking for guidance and tips when it comes to fine tuning shopping lists, decorating for holiday parties, entertaining guests, and finding the perfect gifts for loved ones. So how can brands join the conversation and actually HELP make these purchasing decisions easier for consumers? If you ask me… ‘tis the season for more influencer marketing. 

Sure, every part of a brand’s holiday marketing strategy is important, but influencers are called influencers for a reason – they are truly influential! Your everyday life decisions can constantly be influenced by those you follow on social media. For example, in a recent survey we conducted, we asked social media users whether they would be more likely to make a recipe if it’s posted by an influencer or a brand and a whopping 76% claimed that an influencer post would be more impactful. 

So how can you take advantage of influencer marketing amidst the chaotic holiday season? For starters, it’s important to identify your brand’s goals and priority products/services, the consumers you are trying to reach, and the types of influencers who would best resonate with your target audience and align with your brand. From giveaways and discount codes, to simply sharing gift guides and shopping inspiration, there is no better time to look to influencers as an extension of your brand. 

With all that said, here are five holiday influencer campaigns that made me say ‘Alexa, add to shopping list’: 

#SpanxGiving by @spanx: Aligned with its mission to empower women, the brand is teaming up with 12 different ‘girl boss’ influencers as part of its #SpanxGiving campaign. For each daily giveaway, people are encouraged to ‘like’ the post, follow @spanx and the corresponding influencer partner, and tag a Spanx-loving friend in the comments. (Example post) 

#PrimeLife by @amazon: Focused on highlighting Amazon.com’s wide selection of products and speedy delivery, participating influencers have been posting about their tried-and-true Amazon finds, encouraging their followers to check out various gift guides linked in their Instastories. (Example post) 

#MintedHoliday by @minted: Working with a large number of influencers to promote holiday cards available on Minted.com, partners have been posting their own card creations and sharing a 20% off discount code with their followers. With influencer-specific codes, the brand will be able to track the traffic and purchases driven by each partner. 

#CrateStyle by @crateandbarrel: As a way to create extra excitement around holiday decorating, Crate & Barrel has partnered with various influences, known for their home decor-focused content, to showcase products that make their homes festive and cozy. (Example post)

#WFMForTheHolidays by @wholefoods: With holiday grocery shopping and cooking in full swing, Whole Foods Market worked with a few food and lifestyle influencers to highlight their Thanksgiving menu, as well as encourage their followers to check out the store’s catering options. Overall, influencers highlighted Whole Foods Market as their one-stop shop for all of their holiday cooking needs. (Example post) 

Will you be decking the halls with influencer partners this holiday season? With the new year right around the corner, it’s a great time to learn, grow, and perhaps even change the way you work with influencers. I personally can’t wait to continuously watch the industry change and evolve. Cheers to that!