BITE’s weekly series rounds up the must-read articles of the week.
With January firmly in the rearview mirror and the Super Bowl hurtling towards us, advertising professionals can safely say it's back to business as usual.
Known for its scale, celebrity and spectacle, the Super Bowl serves as a reminder that advertising and entertainment can truly intertwine. When storytelling makes the spots unmissable, advertising can still drive a global cultural conversation. The commercial breaks are as integral to the event as the sport itself. All eyes will be on the industry as audiences become marketing connoisseurs for one night only.
While it might seem that the level of celebrity at the Super Bowl is out of the realm of possibility for most, Vanessa Chin, Senior Vice President of Marketing at System1, spoke to BITE about the importance of long-term brand building. The brands that ride the hype long after full-time are the true winners.
Making an impact is the advertising industry’s superpower. The work this week proves that the industry can make a real difference when it uses those powers well.
World Cancer Day marks a day to raise awareness of cancer and to encourage its prevention, detection, and treatment. A new campaign from CoppaFeel! and the NHS North East London Cancer Alliance titled ‘Check In’ challenged misconceptions to encourage young people to get checked. The campaign aimed to spark conversation to break the stereotype that breast cancer only happens to older white women, in fact, breast cancer is the most common cancer for females aged over 15. While NHS data reveals that Black and South Asian Women are more likely to be diagnosed at Stage 3 and 4 due to significant health inequities in the UK.
The social first campaign leverages the power of creators to connect with Gen Z. Well known influencers such as Klaudia Fior (Wavyute), and Tolly T from The Receipt’s podcast take to their channels to explore a different barrier to detection and help young people to recognise the importance of checking for signs of cancer. If found early, breast cancer is very treatable and survival rates are higher. CoppaFeel! matter-of-factly speaks to young people to break taboos and create positive change.
The advertising industry’s unique ability to persuade and challenge consumer behaviours is its superpower. With ‘Agency for Nature’, Purpose Disruptors are challenging the industry to find out what happens when those powers are put to good use. The organisation has enlisted emerging talent from top UK agencies AMV BBDO, VCCP, Iris, House 337 and Droga5 to act on a brief where nature is the client. The initiative, running for the second time this year, sees cross-industry collaboration to launch campaigns for the most important client on Earth. This time, Purpose Disruptors set the agencies the challenge of helping young people fall in love with nature. Through fandom, technology and a range of different creative mediums, the resulting campaigns are a masterclass in connecting with Gen Z audiences to deliver an environmentally uplifting message at a time when many young people feel disconnected from nature.
The advertising Super Bowl, otherwise known as the Super Bowl is fast approaching and while some watch for the game, the show, the spectacle and the ads keep fans glued to the screen night long. The ingredients of a Super Bowl spot are tried and tested. For the brands that take part, star power and celebrity win out year on year, yet, Vanessa Chin, Senior Vice President of Marketing at System1 shared with BITE why celebs don’t mean a surefire hit.
System1’s Test Your Ad platform has been testing every Super Bowl ad for effectiveness for over a decade, so Chin is well placed to provide some feedback when it comes to what works. She shares that “a celebrity certainly doesn’t harm your ad, but it won’t automatically help it either,” and adds that what matters most is finding the talent that works best for the brand. Advocating for brand mascots and consistency she says: “Fluent Device characters give you two benefits in one - strong branding and great emotional response.”
Ultimately, she stresses that brands must strive for long-term results as well as spectacle. One thing is for certain, we certainly won’t be skipping any ad breaks.
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