DoorDash chief marketer Kofi Amoo-Gottfried is making loads of friends these days. Lawyers, creatives, CMOs, even the NFL front office. And for good reason. If you’re going to pull off arguably the most ambitious giveaway in Super Bowl history, you need no shortage of friends in high places. DoorDash will use its 30-second ad in…
With Super Bowl 58 commercials clocking in at $7 million for 30 seconds, advertisers are all trying to make a sure bet with their creative. According to a survey of Super Bowl watchers by United Talent Agency’s UTA IQ, Big Game commercials that reference–or, lately, revive–specific entertainment IP or characters are considered both unique (71%)…
When you’re in the food business, a secret recipe can mean the difference between fortune and bankruptcy. At KFC headquarters in Louisville, Ky., for example, Colonel Sanders’ original recipe sits on a shelf inside the chain’s legal department. For its part, Coca-Cola tucked its formula into a vault in Atlanta’s World of Cola-Cola. (Fans can…
The modern Super Bowl is less a football event and more of an industry centered around the game’s sizable audience. Last year’s Super Bowl 57 on Fox drew a broadcast audience of 112.17 million, making it the most-watched installment on linear television in roughly a decade. A strong streaming strategy pushed total viewership over 115…
In the second half of this year, Google will begin to fully deprecate third-party cookies across Chrome just as the presidential election begins in earnest. The intersection of these two seismic events will have a profound impact on political advertising. The full deprecation of third-party cookies will eliminate marketers’ ability to use the currency to…
Brands–including those that don’t have a TV ad during the Big Game–are graduating from real-time conversations on X (formerly Twitter). Instead, they’re spending Super Bowl-level digital budgets as early as two weeks before the game to drive sales, indicating how strategies have shifted since Elon Musk took ownership. Other platforms, including TikTok, YouTube Shorts and…