Super Bowl LIII: One and Done Just Doesn't Cut It Anymore

The Super Bowl still serves as a massive stage for brands. As one of the biggest moments in terms of community television watching and brands should also see this as a moment to be remembered long after the spot is forgotten.

We need to ask our clients, how are brands leveraging this moment in time throughout the consumers overall journey? It can be a powerful motivator or entry point into the brand ecosystem itself. I'd love to see Super Bowl judged on this level, along with the sheer entertainment value.

The sheer competition for attention - driven by the massive amount of content being created today means that, this content, including Super Bowl spots is often forgotten as soon as it is released. For example, how many Super Bowl spots can you remember from last year? One and done just doesn't work anymore - brands needs to be activating on all channels. From content, to social, commerce platforms and retail experience - all touch points must be unified around the brand's core message. True ROI can be realised when we see the creative for Super Bowl, as just one piece in a totally unified brand experience where the spot drives action for the brand throughout the entire engagement process.

Don't get me wrong - we all love to watch a great Super Bowl spot, beautifully written and produced. But in an era when the industry is under incredible pressure to prove it's worth, it's worth pushing for the Super Bowl spot to be much more than just something that makes your friends laugh.

For background, Huge's 2018 Super Bowl spot for Quicken Loan's Rocket Mortgage wasn't just ranked highly in Ad Age and USA Today. Starring comedian Keegan Michael-Key, the spot took advantage of the spotlight to drive consumers into a unified brand experience both online and off, driving the highest mortgage sales day in Quicken Loans history. See the full spot below.

Jason Musante is CCO at Huge