In 2000, a now-defunct IT company called Electronic Data Systems bought an ad in the Super Bowl. The spot, conceived by creative agency Fallon, imagined what the life of a literal cat herder might look like.

Bill Clinton, president at the time, called the spot (which was for a former presidential campaign rival’s company) his favorite commercial of the game that year.

• “This was before celebrities, or even presidents, commented on things like that,” Greg Hahn, co-founder and chief creative officer at Mischief USA, told Marketing Brew.
• It was Hahn’s first Super Bowl ad, so seeing the president comment on something he’d worked on was “surreal.” But also a stark reminder that the tens of millions of other people who watched it probably had an opinion as well.

Of course, that’s what makes the Super Bowl unique—historically, football’s biggest game has also become known as the one time of year where people actually want to see ads. Or at least, they aren’t as quick to tune them out. And each year, brands spend more and more money (and hire more and more celebrities) in hopes of making a splash that day.

For these reasons, working on a Super Bowl campaign can be a pretty unique experience for creatives compared to the work they typically do. Marketing Brew talked to four creatives about what it’s like to create an ad for the game—read the full story here.

With less than a month to go before Super Bowl 56, NBC Sports is making a killing.

NBCUniversal, which has the broadcast rights for the Feb. 13 game in Los Angeles, is cashing in this month as crypto and NFT brands jockey for remaining ad inventory. But the network had cleared ad-sales records long before the last-minute negotiations.

• In July, NBC told news outlets it had sold 85% of its available advertising inventory, and by Sept. 8, the network only had “a few units left,” Dan Lovinger, NBC Sports Group’s EVP of advertising sales, said at the time. (Lovinger confirmed then that the broadcaster would intentionally hold a few ad spots back.)
• Plus, sold ad slots have commanded as much as $6.5 million per 30-second spot—nearly $1 million more than last year’s high of $5.6 million.

The continued demand seems to defy logic when looking at the Super Bowl’s shrinking audiences. Game viewership has dwindled since 2015, when a record 114.4 million people tuned in. Last year’s matchup brought in 96.4 million viewers, making it the least-watched Super Bowl since 2007.

So what gives? A few reasons point to why NBCU is cashing in on the game this year. Read more about them here.

This February, prepare for an emotionally exhausting chore you never saw coming: Explaining cryptocurrency to your uncle over buffalo chicken dip and light beer.

Why? Because the Super Bowl’s got an entirely new category of advertisers. What we know so far:

• FTX, a cryptocurrency exchange that’s featured Tom Brady and Gisele Bündchen in past campaigns (both have a stake in the company), is expected to run a spot.
• Crypto.com, which recently got the naming rights to the home arena of the Lakers and other professional sports teams, will also make an appearance, according to the Wall Street Journal. (A commercial that debuted last year starring Matt Damon giving a ham-fisted pitch for bravery hasn’t exactly gone over well).

Both companies have been mum on details in terms of what their game-day campaigns will look like. “The Super Bowl is, in many ways, the biggest stage from a culture perspective—and as crypto moves into the mainstream, we wanted to be a part of that massive conversation,” Nathaniel Whittemore, FTX’s head of marketing, wrote to Marketing Brew over email. “Our Super Bowl strategy is actually just like our overall marketing strategy: To invite people in. To get to know us.”

So, no, the commercials probably won’t explain what an NFT is. You’ll have to do that yourself. We asked a few marketers what they expect crypto Super Bowl ads to look like—get their thoughts here.

Pepsi and Britney, Doritos and Lil Nas X, Snickers and the late Betty White. When done right, star-studded Super Bowl commercials can become pop-culture references for years to come. Just last year, roughly 50 celebrities made an appearance in a Super Bowl ad.

But partnering with a celebrity can be risky (see: Lacoste and Novak Djokovic, Peloton and Chris Noth, or Dior and Travis Scott). On the biggest brand-centric day of the year, how can Super Bowl advertisers ensure that their spokesperson doesn’t end up being a liability?

Of course, there’s no way to predict the future.

• However, Doug Shabelman, CEO of marketing agency Burns Entertainment, told Marketing Brew assessing brand-safety risks is often the first step before making any partnership suggestions. “Our job is to educate and steer [brands] in the right direction,” he said.
• Burns Entertainment is working on three Super Bowl commercials this year, which involve stars from Marvel and Ted Lasso. According to Shabelman, the more high-profile the celebrity (and the budget), the more in-depth the background research. That’s especially true for the Super Bowl.

Shabelman said there are several reasons why marketers still flock to celebs despite risks involved, which you can read here.