How LG2 Embraces the Cultural Moment of the Super Bowl
It’s no secret that the Super Bowl is a momentous annual occasion in adland. Work that resonates makes a big cultural splash, being spoken about well beyond the normal boundaries of the industry, and forces creatives to evaluate how they approach projects as a whole, all year round.
But, there are also some rules to play by. For instance, the way advertising is executed in the US versus Canada can be completely different. After all, you’re talking about two different countries with two different target audiences. But even within that, there’s further fragmentation. The way one might approach work for the broader Canadian market, compared to the Quebec market, can be completely different, even if the fundamentals themselves are similar. It’s just the name of the game, but it’s one agencies must learn to play if they want to achieve meaningful results across the country, and help their brands achieve the impact they so desire.
To look at this more closely, and discuss their respective relationships with the big game, LBB’s Josh Neufeldt sat down with LG2 Toronto partner and CCO Josh Stein, and Montreal partner and vice-president, creative Marilou Aubin, for a chat.
LBB> Tell us about your relationship with the Super Bowl! Why is this annual highlight so important to you?
Josh> It’s a great moment for the industry because it's the one time a year people in your life who still have no idea what you do for a living all of a sudden become really excited about advertising!
LBB> Looking back at your career, how has the way agencies have approached the Super Bowl changed since you started, if at all? And what factors have contributed to this the most?
Marilou> For me, the Super Bowl has always been a place where new possibilities emerged in advertising. There have been many before and after Super Bowl advertising trends and hack ads: the silliness of Skittles, influencing how we create; the ‘Wassup’ Budweiser ad creating a cultural movement; the Oreo hack ‘Dunk in the Dark’ opening new possibilities in content and how the Super Bowl could be hacked by brands instead of creating ads; the Old Spice tone and strategy; and most recently, ‘It's a Tide Ad’ hack, just to name a few. These huge successes created new standards, new ways of thinking, and new trends in advertising, not just for TV commercials, but in how we approach projects.
Josh> I love that it’s now more than just a big TV spot moment, although we have all seen some amazing ones again this year. I like that it’s become more of an open brief to take a chance to do something unexpected. Not sure if Droga5’s and Newcastle Brown Ale’s ‘If We Made It’ started it all, but I remember that just feeling so new and awesome, and if it did start it all, then I guess it inspired the Tubi spot from Mischief last year which was also unexpected and amazing.
LBB> Josh, within that time, you’ve spent periods at both network and indie agencies. How has your creative approach compared within those structures? And what are some of your personal highlights from each?
Josh> I have worked on a terrible Super Bowl spot so we won't talk about that. However, way back when at BBDO Proximity, we did a social activation called ‘Wear it Like Wes’ with Wes Welker of the Patriots and Gillette, and that was really fun. I haven't watched the case study in a while, but I remember being proud of that one.
As of now, I’ve been at an indie for four weeks, so it's hard to compare the two in-depth yet, but the everyone-throw-in-ideas approach to Super Bowl briefs still is the way it’s handled. The difference might be in the level of creative energy that gets brought to the table. I feel like I’ve actually been able to sleep for the first time in years.
LBB> It’s often said that Canadian Super Bowl advertising has to be extra creative, to compete against the larger budgets of its US competitors. As a creative, is this something you consider?
Josh> Shouldn’t we always try to be ‘extra creative’?
Marilou> I think this has become less and less true. Canadian advertising is having a fantastic moment on the global stage and we have incredible talent and opportunities, including the Super Bowl - whether that’s on the TV or in the conversation around it.
LBB> With this in mind, what are your expectations for Canadian Super Bowl advertising this year? Do you imagine we’ll see a strong showing across the country?
Marilou> It's been a few years since I've felt that the Super Bowl was a pivotal moment in advertising, maybe because advertising has evolved so much and new possibilities are unlocked year-round, through so many new ways (live TV moments being just one of them).
Josh> Not sure, to be honest. I like what Rethink did last year with Cheetos, and I’m digging what Citizen is doing this year with Coors, but other than that, I’m not sure what we have to look forward to, but I hope the great creative people in Canada have some amazing work ready to go.
LBB> Speaking on a more recent note, how has LG2 been approaching this year’s Super Bowl? Do you have any exciting pieces you can share with us?
Marilou> The Super Bowl is a cultural moment for brands, not just great commercials. We have some brands who are looking to become more connected with their consumers around the games. For example, a new client, Olymel, and its beloved chicken wing brand, Pinty’s, is working with us on a social media hack. It’s called the ‘Pre (heat) game’ and the idea was to create an event exactly 47 minutes before the beginning of the show to remind people to preheat their ovens, so they can enjoy fresh and warm chicken wings as the game starts.
A lot of brands are adding to the online conversation that happens around the Super Bowl too. In Quebec, the milk producers organisation is doing it, and so is Maxi grocery store.
LBB> And how have you managed to keep your finger on the pulse, making sure the work is culturally relevant and connects with people meaningfully?
Marilou> By really knowing the difference between the Canadian market and the US market. There are so many similarities but also distinct differences, and not just across Canada but within Canada. If you look at Quebec for example, advertisers rarely create commercials specifically for the Super Bowl. They will run their regular in-market ads during the show.
Instead, they will participate in Radio-Canada’s special end of the year show, ‘Le Bye Bye’, with a unique new year commercial. There is now even an advertising contest for the Bye Bye ads; it’s been running since 2018 (and I’m proud to say LG2 clients have won first place several times). For some clients, this is the case and it's more relevant to save a really great ad for the end of year for the French market, but participate in great social content - a retail stunt or promotion around the Super Bowl. For other clients, it’s taking this Super Bowl moment to really shine, big or small budget.
