Episode 671: Why These 5 Ads Are The Best and Worst Super Bowl LIX Ads (Part One)

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Super Bowl ads aren’t just commercials—they’re a cultural moment, a case study in brand impact, and a $7 million gamble for 30 seconds of airtime. In this episode, Ralph and Lauren break down the best, the worst, and the most effective ads from this year’s game. From Wanda Sykes flipping the script on shock marketing to Tom Brady’s Duracell-powered longevity, they chat about what worked, what flopped, and what brands should do after the big game to keep the momentum going. Whether you’re here for the ads, the strategy, or just to hear Ralph admit that Lauren might be funnier than him, this one’s for you. Stay tuned for part two coming soon!

Chapters:

  • 00:00:00 – Perpetual Traffic Enters the Chat
  • 00:00:47 – Football? Or Just an Ad Delivery System?
  • 00:03:42 – Why Super Bowl Ads Are Basically the Oscars for Marketers
  • 00:04:08 – Kendrick Lamar, X’s & O’s, and a Halftime Show Divided
  • 00:06:19 – Shock, Awe, and Millions of Ad Dollars at Play
  • 00:08:56 – The Most Talked-About Commercial (Hint: Boobs & Wanda Sykes)
  • 00:12:33 – Did Novartis Just Win the Super Bowl? Or…?
  • 00:17:18 – Post Malone, Shane Gillis & Bud Light’s Redemption Arc
  • 00:20:43 – NASCAR’s Big Swing & The Demographic They’re Betting On
  • 00:26:29 – Tom Brady, Duracell, and the Most Unexpectedly Brilliant Ad
  • 00:28:57 – Wrapping It Up: The Ads That Worked, The Ones That Flopped

LINKS AND RESOURCES:

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Mentioned in this episode:

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Read the Transcript Below:

Why These 5 Ads Are The Best and Worst Super Bowl LIX Ads (Part One)

Why These 5 Ads Are The Best and Worst Super Bowl LIX Ads (Part One)

Ralph: [00:00:00] Hello and welcome to the perpetual traffic podcast. This is your host, Ralph Burns, the founder and CEO of cheer 11, alongside my amazing co host.

Lauren: Lauren E. Petrillo, the founder of

Lauren: Mongoose Media.

Ralph: So glad to have you with us today. You love it when I say amazing co host. I just see you giggle.

Lauren: Hmm.

Ralph: everyone who hasn’t, but on our YouTube channel, you got to go over to perpetual traffic. com for size, YouTube, every single show. She like glows and giggles. When I said my amazing co host, everyone loves a compliment.

Lauren: of course we do. We’re humans today. We’re humans discussing the most human endeavor. Even if you’re not a sports fan, not a football fan, especially, I know a lot of people who watch the Super Bowl who aren’t, who hate football, and they only watch it just to watch the commercials or the advertisements.

Ralph: And this is, they’re known [00:01:00] in our industry. And I think you’re one of those people. You’re not like a football fan. Are you

Lauren: No. Not at all. It’s like, I played soccer, the real football

Ralph: real that’s

Ralph: football,

Lauren: food blog, but it’s, not like the way that you can stop and pause games so frequently. It’s felt like playing video games. I recognize that football is a really, really hard sport to do,

Ralph: American football,

Lauren: American football. It just doesn’t have the same athleticism.

Lauren: Oh my god. Please don’t get mad at me as like tennis or soccer or swimming. It’s totally a sport. Look, to be 6’6 and 335 pounds. That is not easy, but you get to stop, play, decide. It’s almost like you’re playing a video game and getting to pause. So I don’t understand football the way anyone in Texas who watches high school football hates me immediately, but you know what I do like is the puppy bowl and outside of the puppy bowl the commercials.

Lauren: So I 100 percent like I enjoy the game like it’s fun to watch. just. wish there was more dynamicism, and I don’t like how much it starts, stops, starts, stops, [00:02:00] starts, stops.

Ralph: speaking of large humans. I was fascinated. See, I love the X’s and O’s about football because there’s so much strategy and I never played football. I mean, I was a soccer guy myself. So I played, junior high school, high school, all the way through into college. But don’t watch any soccer.

Ralph: I don’t watch any football, but I, love Watching football. So I love it because it’s just, there’s a game inside the game and the game for me, which was completely boring. I had to explain this to my wife the next morning. She didn’t watch it. I was like, so who won the game? I was like, well, Philadelphia won.

Ralph: I was like, who was the star? And I said, the defensive line. She’s like. Really? I was like, watch this. So we watched a replay and there were four dudes against like six dudes trying to, the six dudes were trying to block the four dudes. Just, I’m getting a real, real technical here.

Lauren: Yeah,

Ralph: The average size of these guys was six foot six, 338 [00:03:00] pounds.

Lauren: Yeah,

Ralph: that is insanely huge. one of the coolest statistics. The first super bowl, the average size of an offensive line, I think was like six, three, two 40 or two 30. That’s how much bigger everyone has become. Like, I’m sure a lot of it is enhanced. Let’s not kid ourselves here, but these four guys dominated and Patrick Mahomes, who.

Ralph: I don’t love, but I respect, and I was glad to see him lose because I’m a Patriots fan, was like running for his life the entire time. It was so much fun to see him running for his life. That was my pleasure watching the Super Bowl, which is really sort of sick. But anyway, the thing that we’re talking about here today is, the ads.

Ralph: Because everybody

Lauren: the,

Lauren: ads and the money

Lauren: that went into

Ralph: Is there anybody that doesn’t like Superbowl ads? Like I’ve never met anybody that like, Oh, I can’t stand. I fast forward through them. But like, of course you want to watch them. Right.

Lauren: It helps me with the starting and pause. again, I go back to like, there’s so much break time in between that there’s become an entire [00:04:00] industry based on those pauses. Which makes it hard for it to be a sport. Sorry, I’m going to go back to one quick thing, because you said the X’s and O’s. Did you watch the Kendrick Lamar halftime show?

Lauren: There were the X’s and O’s on the stage.

Ralph: that was,

Lauren: So that was a reference to football. I thought he was playing tic tac

Ralph: that was an homage to football. So see

Lauren: It was meta. I didn’t even get that level of commitment to his Pulitzer Prize

Lauren: winning performance.

Ralph: it really. You thought it was great.

Lauren: I did. enjoyed it. 90 percent of the other people I’ve talked to have not enjoyed it. They found it less spectacular. they wanted the Rihanna version or the Katy Perry and like massive amounts of showmanship in the

Lauren: halftime. And then where I like the simplicity, I liked how clear the audio was.

Lauren: I love the lyricism, the small nods of like when he looked straight at the camera with relation to his feud with Drake, when he uses a term that he calls him directly.

Ralph: we can’t say that [00:05:00]

Lauren: whole stadium erupts and everyone says probably a minor things that I like like those moments. You saw Serena Williams.

Lauren: Dancing and she was doing the Krip Walk. I was like, Oh my gosh, it’s the hybrid of like sports and culture infused in one and like Uncle Samuel Jackson. Come on. That was brilliant.

Ralph: Yeah, we couldn’t have more different viewpoints on that. That is exactly when I went out and made my dinner.

Lauren: You didn’t use the angel soft

Lauren: potty break.

Ralph: No, I didn’t. Well, I did that too, but you know, it’s like 30 minutes. It’s twice the break. I believe if I’m not mistaken, but no, I did watch it. I was amazed that he stayed in one outfit. The neat. The entire time I was my shock and my kids were like, Oh, this is the best thing ever.

Ralph: I’m just like, and I actually like Kendrick Lamar, like certain songs, but I just couldn’t get into it. So

Lauren: I think it’s just going to say to everyone that didn’t like it’s like sit down. Be humble will just be his response to anyone who disagreed with it. But like the car was super creative. You had your entire audience come out and I knew right away that they were going to [00:06:00] make the flag because it was all the red, blue and white outfits.

Lauren: I was like, Oh, this is an easy

Ralph: Predictable. Yeah. I don’t know. It just didn’t like, first off, really have to enjoy the music, but secondarily, it’s like, I always compare everything back to YouTube in 2001. I’m sorry. That was like the greatest halftime show ever in my opinion. But. Be that as it may setting all that aside, what was your favorite commercial?

Ralph: Now there’s two categories here is your favorite commercial. And then as a marketer. What do you feel was the most effective commercial when we say commercials, funny, how we say commercials on TV when it’s really, it’s an ad at the end of the day, 30, 60, some, uh, somewhere like 90 seconds, it was kind of mad.

Ralph: It’s like, Oh my God. So what was your favorite ad? And then what was if you have data, I know you had your people. This is great. This is what I love about you. You had your people doing an analysis of the Superbowl ads. I was like, why didn’t I think of that? That was brilliant. So tell

Ralph: me what your

Ralph: thoughts

Lauren: Well, I like, took my notes while watching the [00:07:00] game, right? So I had my notes and then on Monday morning, I sent a text to my team. I was like, all right, here are my favorite ads. I want you to get me data on how these ads perform, because if I liked them, did the other people like them? Were they worth the investment?

Lauren: What’s the earned media that these got? And what are the other components that I missed out? Like we found that State Farm had a commercial that wasn’t aired

Ralph: Really?

Lauren: pulled with Arnold Schwarzenegger and Danny DeVito because it was about the

Lauren: fires.

Ralph: Yeah. Oh, right. That has happened before too. wasn’t looking at that one this year, but anyway, go ahead.

Lauren: the Newcastle Anna Kendrick Not A Super Bowl ad was the most impactful one for me. Where she had done one that wasn’t aired, but it was in the premise of You hired Anna Kendrick. She thinks she’s going to do a Super Bowl commercial and then you’re not actually going to make it a Super Bowl commercial.

Lauren: And she’s like, what the heck, which is kind of similar to the one where LeBron James was in the commercial for Taco Bell. And they’re like, we actually just put the regular people who shop at Taco Bell versus. Hiring a celebrity endorser. So it was that same [00:08:00] thread. I asked my team, find out all the things that I don’t know about from the super bowl and let’s gather how much were the investments made?

Lauren: How much was Tom Brady’s watch? All those types of things that I had taken from notes. So yeah, I had delegated that. that’s some data I can share, but your question was, what was my favorite commercial?

Ralph: bar none, my favorite one was with Wanda Sykes and it was the commercial that was like all boobs were like started off and it was like, that football. male for the audience. However, with Taylor Swift’s influence, it has opened up a larger demographic. And so when I saw this ad, the emotion I experienced for the very like first few seconds, it’s like, okay. And then it sustained and it was more boobs. I was like getting more and more emotionally charged. I was like, are you kidding me? This is 2025. Like, I’m not trying to be like, the woke person that was like demanding diversity and all that stuff, don’t get me wrong, I love that, but I was like, are you kidding me?

Lauren: Like, I was embarrassed. I was so embarrassed that this got approved. [00:09:00] What is this message going to be?

Ralph: right? It was so shocking to start. Go ahead. Yeah.

Lauren: yeah, it was. it energized my inner workings so much that I had feelings before the final revealed. And then I saw like, Hailee Steinfeld, who I love, she’s got like this, powerful anthem called like, most girls like play it in the gym all the time. And then Wanda Sykes came out and it wasn’t derogatory.

Lauren: In fact, it was shifting the conversation to say like, yeah, we should check out boobs. But let’s check them out for breast cancer, like breast cancer screening. And it got me. I felt like, my emotional range was at its peak and then it swooped in and delivered a message where I was like, Oh boy, that it has lasted with me for days, Ralph.

Lauren: That was the best one. And also, I love Wanda Sykes. She’s a breast cancer survivor herself. So she came to be an honest and genuine spokesperson. So Varna, the boobies, the boobies were the best.

Ralph: Unbelievable. the [00:10:00] shocking value of that was. was insane to me. I was like, Oh my God, what am I watching? And I really didn’t know what it was. And you hooked me in, we always talk about like great advertisements, like you need a hook. You need the first three seconds. How, what is that hook going to be?

Ralph: How are you going to pull me in? And immediately from a male standpoint. It was like, Whoa, what is this? And you from a shock and awe stamp are like, Whoa, what is this? So we both of the demographics, the avid football fan, me, and then you don’t care about it at all, but are watching because of advertising.

Ralph: Or maybe you represent the demographic that is there to just see the screenshots or, luxury, sweet shots of Taylor Swift. You know, there’s a certain demographic that is watching just for that. They may or may not be football fans, but how that all merged together in one ad.

Ralph: When it came together at the end, when Wanda Sykes came out, I was like, holy crap, I couldn’t believe it. [00:11:00] Rarely, I think, in an ad does it, like, it took your breath away. For me, I don’t know if it had quite that effect, but I was like, wow, as an advertiser, that’s insanely great.

Lauren: it was risky and they had to like really measure the time because what was interesting is they had an abundance of different boobs. They brought in art and so when they had peeked from it was like the stereotypical one then they had like almost I believe it was like toys and stuff and then they showed historical artworks.

Lauren: And I was like, where is this going? Like, every pulse of the ad sustained my attention because it was more flabbergasting because it was shock and awe on the first hook, a crescendo of, we’re doubling down on this, but we’re infusing other pieces of inspiration. And then it came in with the clothes being like, got you. And I was like, you did, you did, you 100 percent did. I will say one thing, Rob, to your question earlier, which is the best and which is the most impactful? I don’t know who the advertiser [00:12:00] was. I know the message was breast cancer screening.

Ralph: yeah, that’s the interesting part of it. I thought it was, it was actually American Cancer Society. So if you look this up, you Google it, it does say that. However, the last frame, it’s Novartis and Novartis. If you don’t know what Novartis is, Novartis a enormous ginormous pharmaceutical company.

Ralph: It’s what they call big pharma. Used to be a part of that whole, thing way back when. The point is, is they sell. Drugs for multiple drugs, actually for breast cancer treatment. So what they are going is high level brand awareness to a certain degree, awareness of an issue, which does, if you’re thinking about it as a funnel.

Ralph: Eventually funnels down to a commercial intent. So it wasn’t just to be nice to say, Hey, everyone out there, let’s shock and all you, including shots of the fem bots kind of, sorta,

Lauren: Oh yeah, yeah, the Austin Powers ones.

Ralph: There’s also the [00:13:00] guy in the coffee shop who’s like, look at my eyes, he’s like staring at the cleavage, it hit on so many great, like through the years, like stuff about, that area of human anatomy.

Ralph: The point is, is it did have a commercial intent, however, if you’re going to spend 7 million, 8 million, 8 million for 30 seconds.

Lauren: Without the production cost, without the value. Mm

Ralph: take all that out of it. it’s a significant investment. You better have some kind of commercial intent. But anyway, so it makes sense. So yes, you know, people who advertise on this, like there is a capitalistic intent.

Ralph: Of course, advertising is to sell more stuff at the end of the day and or awareness or to sell your ideas. In some cases, like we talked about earlier, like. he gets us that whole commercial thing that’s been going on for a while, which I don’t quite get, but anyway, first was very good. The one that was actually done in the Superbowl, I thought it was really good.

Ralph: However, [00:14:00] that ad really did stick out to me. So it’s almost like it wasn’t my favorite ad, but for me, I feel it was least lasting impact, it was something that I was like, Holy crap, I need to. make sure as a husband of a female who is in that demographic, making sure that she’s doing, those regular checks at all times.

Ralph: So like, at least from that standpoint, whether or not it was to sell more drugs from Novartis, I don’t really care. The point is, is actually, it was so good that it just, it really does have a very positive impact on, society in a lot of ways.

Lauren: the societal impact, great. The stereotypical pharma commercial is usually like happy people doing like out on a picnic. There’s a very attractive couple with a dog and a frisbee and then a thousand lines of legalese. Please do not take this. If you have risk of a heart attack or if you breathe, you may struggle with diarrhea.

Lauren: Whatever those components are. So I think where the brand didn’t [00:15:00] land with me in this, the opportunity is how do they leverage the initial commercial, which is their brand play to extend further iterations of that campaign concept to bring home the product, introduce the brand. More strategically and the way I think about that is in the past It’s like you have your Super Bowl commercial you run that Initially and then you keep running that for a month and then you do off segment so if they do more campaigns with Haley Seinfeld or Wanda Sykes or if they bring the fembots or they Maintain that like hey, have you seen any boobies today? Ask them start the dialogue and then it’s like maybe Novartis has like conversation starters or it’s like it’s bringing a dialogue that women have That men are never a part of and to your point, it’s like you’re now introducing this conversation with Jen, but there has to be a way for it to have the impact.

Lauren: It can because this was my favorite commercial, but unless they do more to it, I don’t think it’s the most impactful for the company.

Ralph: need a tail on that.

Lauren: They need a tail. They need to have iterations. They need to continue that [00:16:00] campaign. Maybe they have like partnerships where they’re buying billboards at Osteogen, breast cancer wards at hospitals.

Lauren: Fortunately, I’ve never had to go into that department, but like, maybe they have oncology.

Ralph: Mm hmm.

Lauren: Okay, perfect. Or near like OBGYN clinics where they have the billboards and it’s like, let’s check out boobies or like whatever that kind of language is so that it’s bringing in their brand so that you can have that tail and connection.

Lauren: Otherwise it’s going to be a really great campaign that, Looks good on earned media, but I had no idea until you just told me who that ad was from.

Ralph: So, it was effective from an awareness standpoint. So, when I look at an ad, it’s like, I love that ad, but do I remember what the brand is? Maybe the first time that I saw it. So for example, we’re going on like our favorite ads. that was your favorite ad is that okay.

Lauren: hundred percent. Hands down

Ralph: so my favorite ad, like I just respond to just humor just in general.

Ralph: [00:17:00] And

Ralph: my favorite ad was the Bud Light ad, which is big man on the cul de sac is what it’s

Lauren: Oh yeah. Yeah.

Ralph: Post Malone and Shane Gillis. I love Shane Gillis, by the way.

Ralph: I just think he’s absolutely hysterical. Best Trump impersonation I’ve ever seen. Ever seen, by the way, we should probably like leave some, you know, we’ll leave a link in the show notes to one of his funniest, you know, beautiful dogs. If you have seen that on YouTube, Oh my God, you’re going to have to watch it.

Ralph: We’ll leave the links in the show notes over at perpetualdriver. com. I thought that was just absolutely hysterical. It was just so funny

Lauren: Hmm.

Ralph: coming back from about two years ago, a major. I hate your blunder on a marketing, like a massive, like business schools are going to talk about this for years, the marketing blunder, which you can get into some of the details, but the point is, it’s like they lost the number one status as the number one light beer.

Ralph: It’s now Modelo.

Lauren: oh, whoa, whoa,

Ralph: they have lost it. So they are coming back. And [00:18:00] I felt like they’ve pulled out stops. Cause first off Shane Gillis is that demographic that is anti that. Which we can get into that campaign, which is anti all the LGBTQ stuff and how they marketed themselves. And they made a big blunder there.

Ralph: Cause they alienated

Lauren: don’t know, it’s they went to woke almost is what people were saying. And then it went so far that Kid Rock even came out

Ralph: and banned, but like,

Lauren: yeah, yeah. Like there’s a place and time and place and a way to do it, but the campaign failed because it was such a doctrine shift. There was no ease into it and it just isolated people that don’t share those same beliefs.

Ralph: Yeah, so we’ll leave links in the show notes for that ad in particular, and I forget the spokesperson for it. But anyway, so it alienated their core audience, which is basically Gen Z millennial men, and Post Malone and Shane Gillis right up that alley.

Lauren: Also, hold on, you say Gen Z Millennial men, it’s college [00:19:00] age guys that don’t have money to spend on higher quality

Ralph: so Gen Z, right? Gen Z and below.

Lauren: like the intro. It’s like Miller High Life and Bud Light. It’s The gateway beer because you can buy a case and not have to break the bank.

Ralph: Not necessarily though,

Lauren: Oh, that was my experience

Ralph: most of my friends Gen X are and Millennials, like they drink a lot of Bud Light. that’s their thing. we have a beach right in front of us, Sagamore beach. Like the official beat beer of Sagamore beach is Bud light. And then it wasn’t after those commercials.

Ralph: Unbelievable. So we go down there on the weekends, like I know what everybody’s drinking, but the point is, yes, you can afford like the craft brews and all that other stuff. But like your go to on a hot, Sunday afternoon is Bud light. And it always has been. Anyway, the point is, is they lost that whole market.

Ralph: And I think this is. Not that I agree or disagree, but I thought this was a hysterically funny, like I said, we’ll leave a link on this in the show notes for all the ads, in case you missed some of these, but I thought [00:20:00] that was my favorite one just because the humor value. And then I thought about it business wise.

Ralph: I’m like, this is really smart. So it’s very effective in my opinion, the same way. so sort of serves a dual purpose.

Lauren: I like that showed that you can have Bud Light with your friends. You can have it with a barbecue. You can have it with your neighbors. It just showed the different ways in which you can enjoy a beer. beyond just by yourself, but it’s like bringing the community. And Bud Light has done really great communal events as a beer brand.

Lauren: I’ve always been super impressed by those. I just was not a Bud Light fan. But the ad was good. The ad was good. I’ll give it to you.

Ralph: right. So, all right. well, we’ve gone through our favorite ones. What do you think is the most effective one that you saw? and let’s define what effective really means from a marketing standpoint.

Lauren: okay, fair, I think the most effective one for me based on the definition of impact, longevity, and uniqueness to the audience is going to be what NASCAR did. They had three different slots, so they had a campaign, and [00:21:00] honestly in the diversity of ad types, there weren’t as many beer ads. As usual, there weren’t as many stereotypically Southern demographic ads, found that it was super diverse, there are a lot more women in the ads, it was a greater, broader demographic appeal, where I thought that NASCAR’s bid.

Lauren: Was the most impactful because they had three different spots and their first spot was like introducing a NASCAR current icon and then just it kept reinforcing and I don’t think a lot of the brands were catering to the NASCAR fan base. Where it was just catering to the larger U. S. population. So, in terms of like, leaning left, leaning right, I found that more ads leaned right or down the middle, whereas the NASCAR was like, hey, we’re going like, this is a men’s sport.

Lauren: There are definitely a lot of women who watch it, but it felt like it was going to have the most impactful [00:22:00] because of the consistency of the ads, the diversity of the type of ads, and then the like, you like sports, here is another sport to be introduced to.

Ralph: Mm hmm. Interesting. What was it about it that makes you think it was particularly just because it introduced the personality. I’m trying to get to like, what is it specifically?

Lauren: so the first ad was showcasing a new driver who, let’s be real, is a very attractive man. And, uh, so it attracts a little bit to the female audience. But it was, it was showcasing, it was doing good storytelling. It wasn’t just about the sport, it was about the person and the upcoming season. And, just the sport in general, which I think has a lot of crossover for football fandom.

Lauren: Because when I think of NASCAR, I think southern states. Fandoms and football is bigger in the south, their high schools of million dollar stadiums, right? So I just thought that it was leaning into an audience that was not very well served in the other ad. [00:23:00] So the reason I think it was is because it had almost a.

Lauren: Unique viewership. These are going to be some ads that people absolutely tuned out. I loved weather techs ad where it had the mature women and they were in their cars living their best life. And, you know, even like not too fast. Yeah, yeah, not too fast, not too serious. It’s, still leaning in a different direction.

Lauren: Whereas this was like, this is NASCAR. This is the sport. It was just so direct. And then it had the greater appeal of why NASCAR as a sport could be interesting for those that don’t currently follow NASCAR. Like, I follow Formula 1. NASCAR, you just keep going in a left turn, Formula One, you have different routes.

Lauren: That’s generally speaking why I like F1 more than NASCAR, but it was introducing a new driver. It was introducing the diversity of the sport, showcasing like the aggression, the, fun of exotic cars, but American exotic. So it felt very Southern American,

Ralph: Mm-hmm

Lauren: whereas everything else felt New York and LA produced.

Ralph: So the funny thing about that is I don’t [00:24:00] remember that ad at all. It had zero impact on me because anything NASCAR, I kind of tune out. I’m from the North. I don’t watch NASCAR. I do watch formula one, but it’s on at an odd time on Saturdays and Sundays.

Ralph: So it’s like, I don’t really watch it. I did watch drive to survive. I watched all six seasons, which I thought was awesome. And amazing in the personalities. And there’s a great video that’s on there, but I think the series on Wendover, which is on YouTube, where they talk about how F1 really reinvigorated the entire sport, not only through the Netflix series, but also by caring about the individual personalities.

Ralph: And as opposed to just looking at the rankings in there’s the constructors champion, which is basically Ferrari and Mercedes and Alfa Romeo versus each other versus the individual dudes who win or lose like. Lewis Hamilton, Max Verstappen, you know, Landon Norris, like all those guys. Like the fact that I actually know their names now is crazy

Lauren: Look at that. Carlos [00:25:00] Sainz. You almost

Lauren: talked about my favorite driver after

Ralph: I love Carlos Sainz,

Lauren: Yep. Only one who can drive in the rain.

Ralph: that’s right.

Ralph: He’s, he’s a great rain driver. So, so my boy, you know, Lewis Hamilton is going over for Ferrari this year, which is

Lauren: no idea. That’s my favorite team and my favorite driver. I’m set for this year.

Ralph: Yeah. Pretty cool. He’s really cool guy. So anyway, so there’s a whole idea, like how they actually grew their brand, which we’ll leave links in the show notes on that, which is fascinating because they know what we know on this show is like, you have to care about the personalities.

Ralph: It’s not just about who’s winning and who’s losing because what were their finding is like, everyone was like, Lewis Hamilton was so far ahead of everyone for like seven years. It didn’t matter. So everyone’s like, I’m not going to tune in because I know who’s going to win. Lewis always wins every race, but they didn’t care about Lewis Hamilton.

Ralph: So they made the shift over to it. So anyway, so the point is, is, but NASCAR for me, I tuned that stuff out completely because I’m actually into other stuff. So it’s fascinating that that was your Most effective commercial for me, totally biased. Once again, New [00:26:00] England sports fan. I thought the most effective commercial for shock value.

Ralph: And I remembered it. Included my boy with the 740, 000 watch

Lauren: Oh, okay.

Ralph: Tom Brady. And it was the Duracell ad because it was, I, I didn’t know if they had gone back to the live broadcast or not.

Lauren: Okay. So bringing in those two broadcasters, yeah.

Ralph: right. and I was like, Oh, the background looks a little bit different because they were on a green screen on the main broadcast.

Ralph: This is how I thought. but it immediately made me look up from my phone. Cause I heard his voice. I’m like, all right, we’re back. So from an effectiveness standpoint, like it got my attention and then it was kind of brilliant because the knock on him. Is that he’s robotic

Lauren: Oh, okay. I didn’t know that tie in to the ad.

Ralph: yes, and he’s, he’s self aware, but he kind of gets offended when people talk to him about that.

Ralph: Cause at least so much written in the Boston media about Tom Brady. [00:27:00] It’s crazy. I mean, he did win six Superbowls for us, but anyway, the point is, is like, I know intimately, like how it kind of is. So the fact they change his batteries on his forearm was absolutely comical.

Ralph: So anyway, so that I thought was the most effective ad for me because it caught me even more so than the Novartis ad that we talked about. Because I watched the whole thing because I was like, all right, I’m back in the how they did it. They threaded it in. It was like at the end of the series of ads.

Ralph: It wasn’t like the first, if it was the first ad, I would have been like, this is a commercial, but they had like two or three ads and then they had that one. Maybe it’s like the fourth or fifth one. So that one and then it was funny and the fact that he, you know, he kind of goes down like this, you know, as a robot and you know, the guy comes in and changes his batteries.

Lauren: I thought it went more to like the longevity of him. you have Duracell his longevity of his career, but I hadn’t realized there was a play on the robotics component, so that’s. Even better. But yeah, when I had Kevin Burkhardt and Tom Brady, I can see how you thought like it [00:28:00] was back to it. So it would capture your attention.

Lauren: So I’ll give you that one for sure. But like it was, was interesting because like who uses batteries anymore?

Ralph: right. True. But if you do. do you choose the store brand or you go with Duracell? Like they’ve done a good job at differentiating there. It’s like, eh, I don’t know if I want it to last a little bit longer, I guess I’ll get the Duracells. So it did that. The fact that I remember it was a Duracell battery ad right there is good.

Ralph: So effectiveness, that was the best one. Was it my favorite one? No. So let’s go to your least favorite.

Ralph: until next show, part two,

Send this episode to your team and, increase your creative output here.

Ralph: And obviously All the links, we mentioned a lot of them. We’re over in the show notes, almost too many to mention over perpetual traffic. com and make sure you’re ever, wherever you’re listening to podcasts, leave us a review, leave us a rating, let us know what you think, especially on Spotify about this week’s show.

Ralph: And on behalf of my awesome, [00:29:00] amazing cohost, Lauren Ipatrullo, until next show, part two, we’ll see you then.

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