{"id":117384,"date":"2026-03-06T10:36:41","date_gmt":"2026-03-06T10:36:41","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/03\/06\/the-xs-and-os-of-advertising-during-the-big-game\/"},"modified":"2026-03-06T10:37:41","modified_gmt":"2026-03-06T10:37:41","slug":"the-xs-and-os-of-advertising-during-the-big-game","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/03\/06\/the-xs-and-os-of-advertising-during-the-big-game\/","title":{"rendered":"The X\u2019s and O\u2019s of Advertising During the Big Game"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<br \/><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/static-www.adweek.com\/wp-content\/uploads\/2026\/03\/AWH-SB-2026.png?w=600&amp;h=315&amp;crop=1\" \/><\/p>\n<div>\n<p class=\"text_highlighted\"><mark><strong>Key Takeaways:<\/strong><\/mark><\/p>\n<ul class=\"wp-block-list\">\n<li>The Large Sport continues to be as necessary as ever, however actual outcomes are measured after the sport ends.<\/li>\n<li>Movie star issues, however authenticity is stronger than star energy.<\/li>\n<li>The emotion of dwell sports activities permits for a deeper reference to audiences.<\/li>\n<\/ul>\n<p>The Tremendous Bowl is a cultural occasion that entrepreneurs have been utilizing to succeed in customers for many years. However because the promoting panorama continues to fragment, audibles should be known as.\u00a0<\/p>\n<p>Throughout an ADWEEK Home: The Large Sport group chat, trade leaders gathered to debate the continued relevance\u2014and evolving methods\u2014of promoting throughout the sporting occasion.<\/p>\n<h4 class=\"wp-block-heading\"><strong>A robust launchpad<\/strong><\/h4>\n<p>The entrepreneurs on the panel agreed that the <a href=\"https:\/\/www.adweek.com\/category\/super-bowl\/\" target=\"_blank\">Super Bowl<\/a> has advanced from a singular occasion to a day that may inform a model\u2019s story and lay a basis for long-term relationships with customers.<\/p>\n<p>Denise Campbell, VP of selling technique, U.S. oncology, and enterprise partnerships at Novartis, spoke about utilizing the Large Sport to extend prostate most cancers consciousness after which drive engagement by means of a bigger marketing campaign, particularly as a result of well being choices take time to make.<\/p>\n<p>\u201cFor us, the Tremendous Bowl is actually about attempting to disrupt the dialog [about health] and get folks to take that first micro-step versus going all the best way to buy,\u201d she stated. <em>[17:45]<\/em> The total marketing campaign contains a web based instructional hub and screenings with NFL groups.<\/p>\n<p>J.P. Bittencourt, SVP of selling for glowing drinks at PepsiCo, agreed and added that whereas a Large Sport spot looks like a fruits of a whole lot of work, it\u2019s actually only the start.<\/p>\n<p>\u201cThe manufacturers which can be in a position to have the braveness and focus to proceed to assist the marketing campaign previous the Tremendous Bowl is actually the place I believe you\u2019ve seen the evolution within the final couple of years, and definitely that\u2019s the place we\u2019ve seen our success,\u201d he stated. <em>[4:40]<\/em><\/p>\n<h4 class=\"wp-block-heading\"><strong>Genuine celeb partnerships<\/strong><\/h4>\n<p>Since 2018, nearly all of Tremendous Bowl advertisements have featured <a href=\"https:\/\/www.adweek.com\/brand-marketing\/super-bowl-2026-was-packed-with-celebrities-but-not-as-many-as-expected\/\" target=\"_blank\">at least one celebrity<\/a>. It\u2019s a tried-and-true technique, however authenticity has develop into extra necessary than pure star energy.<\/p>\n<p>Olympia Portale, senior director of crackers advertising and marketing and portfolio technique at Mondelez Worldwide, shared the choice to make use of a trio of celebrities\u2014Bowen Yang, Jon Hamm, and Scarlett Johansson\u2014within the 2026 spot for Ritz.<\/p>\n<p><!--nextpage--><\/p>\n<p>\u201cRitz is on a modernization journey,\u201d she stated. \u201cSo, the best way we considered celebrities was actually about who&#8217;s going to faucet into totally different parts of the cultural dialog,\u201d she stated. <em>[6:47]<\/em> The trio have been intentional selections aimed to make the traditional cracker really feel like a \u201cfashionable savory icon\u201d and introduce it to a brand new technology of customers.<\/p>\n<p>Garrett Smith, agent of endorsements and voiceover at UTA, stated celebrities decide manufacturers that really feel like a \u201cmatch\u201d and need to be concerned.<\/p>\n<p>\u201cBowen was very a lot concerned within the artistic course of,\u201d he stated. <em>[8:20]<\/em> \u201cThe expertise takes these [spots] critically. They need them to succeed. They need them to do nicely.\u201d <em>[27:52]<\/em><\/p>\n<p>\u201cI believe the authenticity piece is tremendous necessary, particularly for those who\u2019re concentrating on a youthful viewers,\u201d stated Margaret Johnson, CCO and associate at Goodby, Silverstein &amp; Companions. <em>[9:12]<\/em> Johnson highlighted constructing a Cheetos marketing campaign with rapper and actress Megan Thee Stallion, who may be very public about it being her favourite snack. It was an genuine match that made sense for the model and Stallion. <em>[9:25]<\/em><\/p>\n<h4 class=\"wp-block-heading\"><strong>The distinctive connection of sports activities<\/strong><\/h4>\n<p>Whereas the Tremendous Bowl pulls within the greatest viewers of any sporting occasion (124.9 million viewers in 2026), the panelist agreed that dwell sports activities provide entrepreneurs sturdy platforms to succeed in customers.<\/p>\n<p>Lauren Griewski, head of Chase Media Options at JPMorgan Chase, talked in regards to the emotional connection audiences have with sports activities. \u201cThe emotion round dwell sports activities may be very excessive,\u201d she stated. \u201cIn extremely emotive moments, individuals are extra more likely to keep in mind a relationship that they&#8217;ve with a model.\u201d <em>[23:14]<\/em> The stress and drama of sports activities create a targeted viewers that manufacturers can leverage.<\/p>\n<p>For Indy Khabra, co-founder and co-CEO of Livewire, he sees sports activities as IP that can be utilized in different media. Livewire, a world gaming advertising and marketing firm, not too long ago teamed with the NFL to launch a 21-episode docuseries on the NFL\u2019s YouTube channel known as \u201cNFL Race to the Finish Zone.\u201d<\/p>\n<p>As a result of gaming has develop into so immersed in tradition, it\u2019s an genuine means for entrepreneurs to interact audiences. \u201cFrom an built-in advertising and marketing perspective, whether or not that\u2019s a retail media community or whether or not that\u2019s a model, we\u2019re seeing gaming exhibiting up as that extension, but additionally inside the ecosystem there\u2019s a number of alternative ways to play,\u201d Khabra stated. <em>[31:56]<\/em>\u00a0<\/p>\n<p>\u2022<a href=\"https:\/\/www.linkedin.com\/in\/jp-bittencourt-2157884\/\" target=\"_blank\"> JP Bittencourt, Senior Vice President, Marketing, Sparkling Beverages, PepsiCo<br \/><\/a>\u2022<a href=\"https:\/\/www.linkedin.com\/in\/deniseacampbell\/\" target=\"_blank\"> Denise Campbell, Vice President, Marketing Strategy, US Oncology and Enterprise Partnerships, Novartis<br \/><\/a>\u2022<a href=\"https:\/\/www.linkedin.com\/in\/margaretannjohnson\/\" target=\"_blank\"> Margaret Johnson, Chief Creative Officer and Partner, Goodby Silverstein &amp; Partners<br \/><\/a>\u2022<a href=\"https:\/\/www.linkedin.com\/in\/laurengriewski\/\" target=\"_blank\"> Lauren Griewski, Head of Chase Media Solutions, JPMorganChase<br \/><\/a>\u2022<a href=\"https:\/\/www.linkedin.com\/in\/indykhabra\/\" target=\"_blank\"> Indy Khabra, Co-Founder and Co-CEO, Livewire<br \/><\/a>\u2022<a href=\"https:\/\/www.linkedin.com\/in\/olympiaportale\/\" target=\"_blank\"> Olympia Portale, Senior Director, Crackers Marketing &amp; Portfolio Strategy, Mondelez International<br \/><\/a>\u2022<a href=\"https:\/\/www.linkedin.com\/in\/garrett-smith-49678018\/\" target=\"_blank\"> Garrett Smith, Agent, Endorsements and Voice Over, United Talent Agency<br \/><\/a>\u2022<a href=\"https:\/\/www.linkedin.com\/in\/willwlee\/\" target=\"_blank\"> Will Lee, Chief Executive Officer, ADWEEK<\/a><\/p>\n<p><!--nextpage--><\/p>\n<p><em>The article has been written in partnership with ADWEEK Home occasions.<\/em><\/p>\n<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.adweek.com\/brand-marketing\/adweek-house-big-game-advertising\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Key Takeaways: The Large Sport continues to be as necessary as ever, however actual outcomes are measured after the sport ends. Movie star issues, however&#8230;<\/p>\n","protected":false},"author":1,"featured_media":117385,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[442,2835,15419,3705,5279,26454],"class_list":["post-117384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe","tag-advertising-news","tag-advertising-marketing","tag-adweek-house","tag-sports","tag-sports-marketing-news","tag-super-bowl-commercials"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The X\u2019s and O\u2019s of Advertising During the Big Game - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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