Aside from having one of music and pop culture's biggest stars as the center of the Verizon campaign, global agency Ogilvy helped win the night with two other national ads from CeraVe and Dove, along with two spots in the Canadian broadcast and two smart ads from Total by Verizon and Audi in the Spanish-language broadcast on Univision. Add in one viral social campaign around the game that referenced another pop star, and Ogilvy essentially won the game.
"The Super Bowl fits into a bigger strategic conversation, which is how do you show up in culture in ways that become really authentic and meaningful for the brand? Because today, we're not living in a world of paid; we're really living in a world where brands need to associate themselves with culture," Devika Bulchandani, global CEO at Ogilvy, told ADWEEK.
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