By Gonzalo López Martí - Creative director, etc / lmmiami.com/

  • Here’s Gonzalo’s take on the big game’s advertising extravaganza. Methodology: I made a point of watching the whole thing the way an average Joe or Jane would: untethered to the biases of an industry insider. I might have missed a few spots due to bathroom breaks or sheer disinterest, but what you will read below is unaided recall off the top of my head, which, if you ask me, is the one and only way advertising should be judged and measured. Then again, I’ve been in this racket far too long so the professional critique is there.

Super Bowl advertising has come a long way. This year’s commercials were no longer limited to male targets with creative using guy humor to get a good laugh and be memorable. The categories represented were no longer dominated by the more traditional ones, like beer, soft drinks, snacks and automobiles, but included technology, beauty and, of course, politics. Female-targeted spots were in full force, with empowering, #FutureIsFemale-themed creative including Secret, Olay and Genesis; as were messages of sustainability from Saucony and SodaStream. The casting selection made major strides in terms of diversity, with spots featuring protagonists representing the Black, Asian, Hispanic, 50-plus and LGBTQ+ communities.  By Louis Maldonado - partner at d EXPOSITO & PARTNERS

In an attempt to tap into popular culture, brands like Budweiser, Chipotle, and Apple are turning to the film directors who help define it

Avocados From Mexico proves that avocados are Always Worth It in its Big Game ad titled "The Avocados From Mexico Shopping Network" which showcases just how truly precious avocados are to people. The brand's :30 second spot will air during the second quarter of the Big Game on February 2, 2020, celebrating the national avocado obsession.

UNITED COLLECTIVE announced that seasoned digital and creative executives Francisco “Pakko” De La Torre and Santos Enriquez, have joined the collective as Associate Creative Director and Art Director, respectively.

Charter Communications, Inc. announced a new multiplatform Spectrum campaign starring global superstar Ozuna (“Hasta Que Salga El Sol”, “Baila Baila Baila”) aimed at connecting with Hispanics at a deeper level through their love for music and technology such as the services provided by Spectrum -- advanced internet, TV, mobile, and voice.

Northgate Market, the family-owned and operated supermarket chain, alongside its agency Circus (part of MediaMonks, S4Capital’s content practice), launched an ingenious digital campaign featuring "behind-the-scenes" pre-roll ads that anticipate some of the biggest Super Bowl spots, reminding viewers that the products showcased in the ads they're about to see come from Northgate, "those big game ads start with us ."

In-house creative teams at advertisers may play a bigger role in Super Bowl advertising this year.  Procter & Gamble will air a pregame spot for its Secret brand on Super Bowl Sunday that was conceptualized, written and cast by its in-house creative team. The in-house team also had a hand in the editing, graphic design and revisions of the spot.

El Círculo Creativo USA  expands its regional leadership for the organization announcing the following Creative Executives for the 2020-2022 season

TurboTax announced the launch of its Latino integrated marketing campaign for tax year 2019. Seeking to empower and educate Latinos nationwide through outreach efforts

The communication group UNITED COLLECTIVE announced it has been selected by Travelpro®, a pioneer in durable and lightweight luggage design, to handle its U.S. advertising efforts.

Today, Hispanics represent one in four 18 to 34 year olds in the US. They have origins in a variety of countries – each with their own unique culture – and are united by a common language. What else unites them?

Have you felt that everyone around you is getting angrier and that the news is getting worse? Caroline McCarthy says you can blame the advertising industry. Learn more about how advertising is fueling the battle for our attention and feeding the current dysfunction in media.

Marketers often talk about a brand being a set of memories and associations in people’s minds. But I suspect most of us exaggerate the strength of those associations. Most of the time people’s brand associations are dormant, waiting to be triggered by something relevant, at which point they combine to generate a sense of for what the brand stands.  by Nigel Hollis

Creativity is the act of turning new and imaginative ideas into reality. Creativity is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. Creativity involves two processes: thinking, then producing.

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