The changing face of Super Bowl advertising

This event report discusses how Super Bowl advertising has changed over the last 30 years. As digital marketing has increasingly come to influence the desire of brands to "go viral", so Super Bowl ads are increasingly designed to prompt sharing among internet users.

The changing face of Super Bowl advertising

Stephen WhitesideWarc

Has Super Bowl advertising lost its edge when it comes to creating classics?

"None of the stuff that you've seen over the past two years that has caused such a big stir in the advertising community is in there," David Sable, the global chief executive of Young & Rubicam, told a marketing gathering in New York three days before the kick-off of the 2014 Super Bowl. Why? "Because they are incredibly, memorably, forgettable … We know that the cat pissing on your shoes is kind of funny, and people will...

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