Kristin Mizushima y Katie Reid de Founders
Ads televised during the Super Bowl are mostly known for their big ideas, with important brands adapting elements of the national culture from all angles. The insight of this approach remains universal: creativity connected with reality. As for the way brands can make use of the Super Bowl, Founders Senior Copywriter Katie Reid and Creative Kristin Mizushima warn that it is the perfect scenario for pushing the limits of creativity, but only if the agency-client relationship is perfectly in order. “Let’s use the example of Coinbase (the cryptocurrency exchange platform). A creative said ‘why don’t we use a QR code that pops on the screen like the little DVD we grew up with?’ To which someone in the room replied: ‘You’re crazy; in no way will we do that.’ But then someone else said, ‘We can link it to a certain feature, etc.’ So it just means pushing the creativity to see how far you can go, which is what advertising during the Super Bowl is all about – a way to test creativity to its limits,” Katie said. The messages should be simple and memorable, and well calculated to air in 30 seconds or even less. “We have to put the brand first, not necessarily to the client because who we really want to connect with are the fans steadily watching TV, and this is no doubt the best chance we have to do so,” Kristin noted. Kate and Kristin both believe the only way to solve the lack of diversity in the industry is by contracting the most diverse talent. “We must contract people who represent all those different and beautiful elements that make all of us so diverse, different and unique. And that is really the best way to connect ourselves with such a diverse audience as we target at the Super Bowl,” Kristin said. The statements by Katie Reid and Kristin Mizushima form part of the FastFWD of the February edition.
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