Thoughts on the Super Bowl: John Treacy, Proximity London

I’m a sucker for anything that makes me laugh out loud.

In a few words, can you tell us who you are and what your job title is?

John Treacy, ECD Proximity London.

The current price for a 30 second slot is over $5 million. In your opinion is the spend worth it?

The audience for the Super Bowl is over 100 million. So, if you make something great like the Tide ad from last year and your sales go up 35%, then $5 million looks like a snip. If you make something bland however…

Who do you think is the ‘brand to watch’ at this year’s Super Bowl?

In a sea of mediocrity Microsoft stood out for the simple reason the ‘brand purpose’ was intrinsic to the actual product. And it was brilliantly cast.

What do you expect to be some of the main themes in this year’s Super Bowl advertising?

It looks like brands will be avoiding anything overtly political and doubling down on celebrities. In the Colin Kapernick era this is perhaps understandable but there seems to be a lack of subversion all round, even Burger King played it safe, dusting off Andy Warhol.

Are you looking forward to seeing humorous adverts or more serious work?

I’m a sucker for anything that makes me laugh out loud.

Do you have a dream brand that you would like to collaborate with for Super Bowl?

Doritos.

Rams or Patriots?

Patriots. Sorry Rams, I just can’t get my head round the way they move the franchises around different cities.

What is your favorite Super Bowl ad of all time?

Whatsuuup by Budweiser.