WEBVTT 1 00:00:00.440 --> 00:00:04.759 It's NIC's eyes, Dan Ray, I'm don't you easy? Boston's 2 00:00:04.839 --> 00:00:06.719 news Radio. 3 00:00:08.119 --> 00:00:09.279 I don't think you should do this. 4 00:00:09.480 --> 00:00:10.839 Last year she came to my work. 5 00:00:11.080 --> 00:00:13.960 Now I gotta show her what I can do. He's 6 00:00:14.000 --> 00:00:17.559 scared fle track What a frogs? 7 00:00:18.000 --> 00:00:18.199 Were? 8 00:00:18.239 --> 00:00:19.320 You don't get in the race? 9 00:00:19.440 --> 00:00:21.920 Shame comes the Boston Massacre. 10 00:00:22.879 --> 00:00:25.440 The dump Keys touchdown. 11 00:00:25.519 --> 00:00:29.000 Tom on the Keys play a coach? Got it? I'm 12 00:00:29.000 --> 00:00:32.000 open and need no introduction in my car up. It's 13 00:00:32.039 --> 00:00:33.200 really hard to be your friend, man. 14 00:00:33.439 --> 00:00:34.399 You said you this what me? 15 00:00:34.640 --> 00:00:35.039 Donkey? 16 00:00:35.479 --> 00:00:37.679 Don't Joe's great? Bostic? 17 00:00:37.759 --> 00:00:40.280 Why you dunking? Good? Why you dunk? Okay? 18 00:00:43.240 --> 00:00:45.759 How do you like them donuts? I'm so sorry I 19 00:00:45.799 --> 00:00:47.119 had to see it, but I forgive you. 20 00:00:47.799 --> 00:00:48.759 Lay us on the track? 21 00:00:48.799 --> 00:00:51.479 Are we gonna be on the album? We talked about this, 22 00:00:53.159 --> 00:00:55.920 Let's go. You're blinded by them? 23 00:00:55.920 --> 00:00:59.600 Pen strikes it up? There goes babe, Ruth. Tom, you 24 00:00:59.600 --> 00:01:00.200 can stay. 25 00:01:00.679 --> 00:01:02.439 You remember what I told you. I'd do anything for you. 26 00:01:02.640 --> 00:01:07.040 This is anything. So they're naming a drink after us. Phenomenal. 27 00:01:07.760 --> 00:01:09.599 It's time to have some fun to talk about super 28 00:01:09.599 --> 00:01:13.079 Bowl ads. It joining us right now. It's Scott Barredell, 29 00:01:14.319 --> 00:01:16.719 who knows all about this stuff. Scott, thanks for joining us. 30 00:01:16.760 --> 00:01:18.680 What'd you think of the Duncan's commercial with Affleck. I 31 00:01:18.680 --> 00:01:19.319 thought they were. 32 00:01:19.200 --> 00:01:25.640 Brilliant, funny, funny. I mean it's great stuff. It's That's 33 00:01:25.680 --> 00:01:29.519 one of the best things about Super Bowl ads is 34 00:01:29.560 --> 00:01:31.840 so many of them are so funny because look, it's 35 00:01:31.840 --> 00:01:34.680 seven million dollars for a thirty seconds, so you could 36 00:01:34.680 --> 00:01:36.760 probably invest in making it funny. 37 00:01:36.840 --> 00:01:38.840 Well you should. I mean it has to be entertaining, 38 00:01:38.840 --> 00:01:40.719 there's no doubt about it. And we all understand that 39 00:01:40.760 --> 00:01:43.640 there are people that have watched the game now just 40 00:01:43.680 --> 00:01:45.439 to see the ads, And is that one of the 41 00:01:45.480 --> 00:01:50.640 reasons why they're changing the target, if you will, where 42 00:01:50.640 --> 00:01:53.799 they want to go healthier and maybe broader base. So 43 00:01:54.239 --> 00:02:00.439 it's not specified for the sports fan per se, where 44 00:02:00.480 --> 00:02:06.319 it's it's a broader spectrum of products and a broader 45 00:02:06.359 --> 00:02:08.759 spectrum of an entertainment angle. 46 00:02:09.879 --> 00:02:10.120 Yeah. 47 00:02:10.159 --> 00:02:12.120 Absolutely, I mean the Super Bowl it is just one 48 00:02:12.120 --> 00:02:14.439 of the very few events in this country that everyone 49 00:02:14.520 --> 00:02:17.759 still rallies around. I mean everyone's all in their own 50 00:02:17.800 --> 00:02:24.840 little uh cubby holes and going down you know, their 51 00:02:24.879 --> 00:02:31.280 own you know, fragmented media and podcasts. This is one 52 00:02:31.280 --> 00:02:34.120 thing we all come together for and you know, it's 53 00:02:34.159 --> 00:02:41.000 increasingly women are among the viewers. We had forty seven 54 00:02:41.759 --> 00:02:43.960 percent of the audience was women last year. That was 55 00:02:44.000 --> 00:02:44.840 the highest ever. 56 00:02:45.199 --> 00:02:48.000 Women love football. My wife loves football. I mean women 57 00:02:48.039 --> 00:02:48.680 love football. 58 00:02:49.840 --> 00:02:53.199 Well, they're increasingly the ones who are watching it. It's 59 00:02:53.360 --> 00:02:55.599 it's predicted it won't be long before over half the 60 00:02:55.639 --> 00:02:56.599 audience will be women. 61 00:02:56.919 --> 00:02:59.000 Yeah. No, I get it because I joke with my wife. 62 00:02:59.039 --> 00:03:01.560 I'll say she loves to watch football and hockey. I go, 63 00:03:02.039 --> 00:03:05.319 that's because you like to watch men beat the crap 64 00:03:05.319 --> 00:03:08.280 out of each other. You're sick. You have some sort 65 00:03:08.280 --> 00:03:11.400 of fantasy going on here that that's what you want 66 00:03:11.439 --> 00:03:14.680 to see. What about the Taylor Swift impact? Does that 67 00:03:14.719 --> 00:03:17.280 have any impact on women watching the game? 68 00:03:18.520 --> 00:03:22.639 Yes, absolutely, I'm just anecdotally. I know that women in 69 00:03:22.680 --> 00:03:25.080 my life, my seventeen year old daughter and my wife, 70 00:03:25.319 --> 00:03:27.919 they're certainly more. They know, they know who Travis Kelsey 71 00:03:28.120 --> 00:03:31.479 is and they didn't before. It helps that the Chiefs 72 00:03:31.960 --> 00:03:34.479 are going to the Super Bowl every year and she's there. 73 00:03:34.840 --> 00:03:36.080 But I was always going to say in terms of 74 00:03:36.199 --> 00:03:38.520 younger people, you mentioned a lot of ads this year 75 00:03:38.560 --> 00:03:42.319 are about you know, helped and health related ads, which 76 00:03:42.319 --> 00:03:44.159 has not been so much the case in the past, 77 00:03:44.360 --> 00:03:48.400 and it's it's also tied in addition to more women viewers, 78 00:03:48.400 --> 00:03:54.439 more you know, younger viewers, say millennials generation Z being 79 00:03:54.520 --> 00:04:01.520 more interested in health. Things like products that are non 80 00:04:01.560 --> 00:04:06.159 alcoholic beverages, for example, are our thing this year in 81 00:04:06.240 --> 00:04:09.960 ads when they hadn't been in the past. Things like 82 00:04:11.479 --> 00:04:16.560 ads about obesti and about breast cancer and other issues 83 00:04:17.240 --> 00:04:19.560 that you really hadn't seen as much in the past 84 00:04:19.639 --> 00:04:22.879 have been a really coming to the forefront this year. 85 00:04:22.959 --> 00:04:29.319 Well, is that a pr move by the companies that 86 00:04:29.360 --> 00:04:31.600 own these products, because we all know that there are 87 00:04:31.720 --> 00:04:35.399 these are conglomerates that can own a number of different 88 00:04:35.399 --> 00:04:38.800 divisions and so forth. But when I read you know 89 00:04:38.800 --> 00:04:43.000 your summary here about ads of people being healthier, it 90 00:04:43.120 --> 00:04:47.519 reminded me of the McDLT. Do you remember the mcdltes. 91 00:04:48.439 --> 00:04:49.439 Yeah, I remember, And. 92 00:04:49.600 --> 00:04:52.000 For those of you that don't, the McDLT was put 93 00:04:52.000 --> 00:04:55.720 out by McDonald's where it was a styrofoam thing and 94 00:04:55.720 --> 00:04:59.519 on one say, you had two styrofoam cops or containers 95 00:05:00.079 --> 00:05:02.959 bridge together. On one side was the burger and the cheese, 96 00:05:03.319 --> 00:05:06.240 and on the other side was a fresh tomato. And 97 00:05:06.519 --> 00:05:10.319 fresh lettuce, and then it was supposed to be healthier, 98 00:05:10.879 --> 00:05:14.800 I guess because the lettuce and the tomatoes were not 99 00:05:14.959 --> 00:05:17.480 fried and then you put it on the burger and 100 00:05:17.519 --> 00:05:20.759 you had to mc dlt. Well, the McDLT didn't last. 101 00:05:21.839 --> 00:05:24.879 I think they probably sow more mc ribs than mcdlts. 102 00:05:25.639 --> 00:05:30.040 So are people really eating healthier or is this an 103 00:05:30.079 --> 00:05:31.120 image campaign? 104 00:05:32.600 --> 00:05:36.319 Well, just in terms of the ole beastie rates, they 105 00:05:36.360 --> 00:05:38.680 did go down in this country for the first time 106 00:05:38.720 --> 00:05:41.079 in a decade this past year, although part of that 107 00:05:41.240 --> 00:05:43.839 is because of part of that is zimbic and some 108 00:05:43.920 --> 00:05:47.519 of those drugs. But there is a lot of data 109 00:05:47.720 --> 00:05:52.639 that shows that younger people are more concerned about their 110 00:05:53.040 --> 00:05:58.160 health than older generations than say Gen X, which is 111 00:05:58.480 --> 00:06:02.560 my generation, so so that that they're appealing to that. 112 00:06:02.600 --> 00:06:04.319 But you're absolutely right. These are large I mean, the 113 00:06:04.360 --> 00:06:07.800 company that's doing the breast cancer awareness ad is no artists, they're. 114 00:06:08.199 --> 00:06:10.120 Huge Dove Dove. 115 00:06:10.360 --> 00:06:14.279 Dove is doing a buy Body confidence of body positivity ad. 116 00:06:15.279 --> 00:06:17.480 Uh So, so yeah, a lot of these are very 117 00:06:17.519 --> 00:06:23.120 big companies. And look, it's capitalism, right, They're gonna they're 118 00:06:23.120 --> 00:06:25.480 gonna put it, They're gonna put it all out there. 119 00:06:25.759 --> 00:06:28.399 Yeah, I mean, and as long as it's entertaining, nobody cares. 120 00:06:28.439 --> 00:06:32.680 But they're not. It's not call to action. Whereas, for example, 121 00:06:32.839 --> 00:06:35.879 like the Budweiser ads, right, you know, whether it's what's 122 00:06:35.959 --> 00:06:39.439 up or I love the Bud light frogs, but I 123 00:06:39.439 --> 00:06:42.120 mean it's that it's I want you to go buy 124 00:06:42.160 --> 00:06:45.759 a case of Bud at halftime, right or whatever. Or 125 00:06:46.040 --> 00:06:49.040 McDonald's I want you to get a big mac or 126 00:06:49.920 --> 00:06:52.839 But but now when you talk about the breast cancer 127 00:06:52.839 --> 00:06:57.120 awareness for the artist, it's it's more image. I don't 128 00:06:57.160 --> 00:06:59.519 know if they want to if it has to do 129 00:06:59.560 --> 00:07:01.959 with the price of their stock. I mean, it's just 130 00:07:02.000 --> 00:07:05.560 a different it's just a different thing. And also, though 131 00:07:05.600 --> 00:07:07.800 I will say this because I do have young people 132 00:07:07.839 --> 00:07:11.800 living in my house, people want to be healthier, which 133 00:07:11.839 --> 00:07:14.680 is very important and I applaud it. But the social 134 00:07:14.720 --> 00:07:17.639 media and the body image has been an issue, and 135 00:07:17.720 --> 00:07:19.800 that's also one of the reasons why people want to 136 00:07:19.800 --> 00:07:23.800 be healthier. I mean, you know kids, Yes, they're eating 137 00:07:23.839 --> 00:07:27.160 better and that's great, but they also want to be thinner, 138 00:07:27.480 --> 00:07:28.480 which is an issue. 139 00:07:29.279 --> 00:07:33.680 Right. Well, you're you're absolutely right. The what social media does, 140 00:07:33.720 --> 00:07:39.120 particularly for for teenage girls younger women. It can be 141 00:07:39.360 --> 00:07:42.439 really tough. But you're right. In general, if you think 142 00:07:42.439 --> 00:07:44.720 about the kind of investment that brands have to make, 143 00:07:45.439 --> 00:07:47.399 you see a lot of ads that are really not 144 00:07:47.519 --> 00:07:50.959 about how many widgets can I sell, but they're about 145 00:07:51.000 --> 00:07:55.600 about about pr They're about I want to I want 146 00:07:55.600 --> 00:08:01.000 to project this brand image that is going to in 147 00:08:01.040 --> 00:08:04.240 the case of Navartes, maybe protect me from you know, 148 00:08:04.600 --> 00:08:07.879 protect my reputation from people that don't like me for 149 00:08:07.959 --> 00:08:10.519 being a big drug company and things like that. 150 00:08:11.959 --> 00:08:13.319 We're going to take a break here, but I do 151 00:08:13.360 --> 00:08:15.560 want to get into some specific ads coming up, and 152 00:08:15.600 --> 00:08:18.839 I do have some more questions about the methodology here. 153 00:08:19.600 --> 00:08:22.199 We are talking to Super Bowl ads and what you 154 00:08:22.240 --> 00:08:25.519 will be seeing on Sunday when, well, when the Chiefs 155 00:08:25.560 --> 00:08:31.319 take on the Birds, the Birds from Philadelphia. Scott Barradella 156 00:08:31.399 --> 00:08:33.279 is our guest. We'll have more for this on WBZ. 157 00:08:34.840 --> 00:08:37.759 Now back to Dan ray Mine from the Window World 158 00:08:37.919 --> 00:08:41.039 Night Side Studios on WBZ News Radio. 159 00:08:41.440 --> 00:08:44.159 Scott Baradez with us talking Super Bowl commercials here on 160 00:08:44.279 --> 00:08:50.679 wbz's Night Side. Okay, let's get into some specifics here. 161 00:08:50.799 --> 00:08:55.919 I'm gonna I don't know if you remember the nineteen 162 00:08:56.039 --> 00:09:00.000 ninety nine ad Monster dot Com When I grow up? 163 00:09:00.080 --> 00:09:00.879 Do you remember that? 164 00:09:02.960 --> 00:09:04.440 I know I don't. 165 00:09:04.480 --> 00:09:08.279 Well, I'm going to explain it to you Monster dot 166 00:09:08.320 --> 00:09:11.480 Com here in mass So the Monster dot comad and 167 00:09:11.519 --> 00:09:14.080 I worked when one of the creative directors on another campaign, 168 00:09:15.080 --> 00:09:17.240 Michael E. Kelly, was in this ad. He was in 169 00:09:17.279 --> 00:09:19.919 it for like three seconds. He's on Lioness, he was 170 00:09:19.960 --> 00:09:24.879 in that series with Space. He's a great actor. So 171 00:09:25.399 --> 00:09:29.600 it got killed during the super Bowl. People hated it. 172 00:09:29.600 --> 00:09:33.000 It get crushed. So these guys, these ad guys, go 173 00:09:33.080 --> 00:09:35.559 in and they think they're gonna absolutely get destroyed by 174 00:09:35.679 --> 00:09:40.200 the people a monster and they loved it. For whatever reason, 175 00:09:40.960 --> 00:09:44.679 the company loved it. The response was great, the response 176 00:09:44.799 --> 00:09:49.919 by the by the it worked. I mean people were 177 00:09:49.919 --> 00:09:52.320 going to Monster dot com. It was a success. Even 178 00:09:52.360 --> 00:09:55.960 though the critics hated it. Right, they considered the ad 179 00:09:56.240 --> 00:10:02.320 to be successful. So can it get confusing when we 180 00:10:02.440 --> 00:10:05.559 determined always in a funny ad? Well, okay, but did 181 00:10:05.639 --> 00:10:06.120 it work? 182 00:10:07.519 --> 00:10:11.639 Yeah, that's absolutely true. You know. It's just like you know, 183 00:10:11.679 --> 00:10:13.919 those annoying songs that you can't get out of your head, 184 00:10:14.720 --> 00:10:16.679 or the fact that you know, you go on rotten 185 00:10:16.720 --> 00:10:19.279 Tomatoes and you'll see that the critics hate a movie, 186 00:10:19.279 --> 00:10:22.879 but the audience loves it. It's it's not uncommon. And 187 00:10:23.320 --> 00:10:27.799 what ultimately matters is not what all the ad critics think, 188 00:10:27.879 --> 00:10:30.399 but but what people think and and and how it 189 00:10:30.440 --> 00:10:37.639 affects brand recognition, brand recall and ultimately buying products. That's 190 00:10:37.639 --> 00:10:38.480 what it's all about. 191 00:10:38.799 --> 00:10:40.639 Yeah, I had to sorry to put you on the spot, 192 00:10:40.639 --> 00:10:41.840 but I just thought of that off the top of 193 00:10:41.919 --> 00:10:43.919 my head, and I wanted to make that point that 194 00:10:43.960 --> 00:10:46.480 there are really two goals here. Because my buddy, who 195 00:10:46.519 --> 00:10:47.919 was the ad execs sat he said, I thought I 196 00:10:47.960 --> 00:10:49.759 was going to get fired. He walked in. We got 197 00:10:49.759 --> 00:10:53.000 a standing ovation. He goes, just the craziest sake. You know. 198 00:10:54.480 --> 00:10:57.320 But when you talk about, you know, ads and jingles, 199 00:10:57.399 --> 00:11:01.360 I still from college. I remember this air salon in Brewer, Maine, 200 00:11:01.440 --> 00:11:04.440 Bonnie and Clyde, don't you wait? Called nine seven nine 201 00:11:04.480 --> 00:11:07.159 seven o seven eight, And that was like a hundred 202 00:11:07.240 --> 00:11:12.759 years ago, my friend. So it does work. Let's get 203 00:11:12.799 --> 00:11:18.039 to a rob can we can we play cut twenty five? Uh? 204 00:11:18.080 --> 00:11:21.440 If you can with this, here we go. Let it roll. 205 00:11:21.480 --> 00:11:27.279 Betty White and the Snickers. 206 00:11:31.720 --> 00:11:32.759 Mike, what's your deal? 207 00:11:32.799 --> 00:11:33.000 Man? 208 00:11:33.080 --> 00:11:33.399 Come on? 209 00:11:33.519 --> 00:11:35.679 Man, you've been riding me all day. You're playing like 210 00:11:35.679 --> 00:11:36.440 Betty White out there. 211 00:11:36.440 --> 00:11:43.360 That's how what your girlfriend says, babys. 212 00:11:42.399 --> 00:11:50.360 Better Now that add was hilarious. You're not you when 213 00:11:50.360 --> 00:11:53.279 you're hungry. Snickers satisfies. Oh yeah, I forgot I stepped 214 00:11:53.320 --> 00:11:56.559 on a vagoda. Does that add sell more Snickers? 215 00:11:58.080 --> 00:12:00.120 Oh? I think absolutely. Guess people talk to me not 216 00:12:00.279 --> 00:12:03.480 and it gets people reminding them of of of a 217 00:12:03.480 --> 00:12:08.840 Snickers bar, because we all know about Snickers, but sometimes 218 00:12:08.879 --> 00:12:10.559 you know, it's there's a lot of a lot of 219 00:12:10.639 --> 00:12:12.840 choices at the candy store, and sometimes it's a it's 220 00:12:12.840 --> 00:12:13.519 a good reminder. 221 00:12:14.279 --> 00:12:16.440 So what are your some of your favorites? 222 00:12:18.440 --> 00:12:22.080 Well, I think you're right. I thought the the the 223 00:12:22.159 --> 00:12:26.480 duncan Ad. I think been athletic returning this year is 224 00:12:26.519 --> 00:12:30.639 going to be fun. I think for this year. There's 225 00:12:30.679 --> 00:12:35.039 a company called weather Tech that does car accessories and 226 00:12:35.080 --> 00:12:37.960 they have kind of a well it's a fun almost 227 00:12:37.960 --> 00:12:41.200 like a Thelma and These concept which has four women 228 00:12:41.240 --> 00:12:44.320 in their seventies going on this road trip in a 229 00:12:44.960 --> 00:12:50.600 sixties you know, Lincoln Continental convertible. That looks like some 230 00:12:50.679 --> 00:12:53.360 fun ads. And just think about these kind of ads 231 00:12:53.639 --> 00:12:56.960 compared to what I thought was a monster. When you 232 00:12:57.000 --> 00:12:59.759 mentioned monsters, I remember those old Superman those go daddy, 233 00:12:59.759 --> 00:13:04.120 super ash. Yeah, this feature the very well endowed woman. 234 00:13:04.200 --> 00:13:06.919 They don't. That's that's the kind of ed you're not 235 00:13:06.960 --> 00:13:07.879 going to be seeing this year. 236 00:13:08.080 --> 00:13:10.080 Well yeah, and go daddy. Everybody thought it was a 237 00:13:10.120 --> 00:13:14.559 porn site. And when I went to it, Oh wait 238 00:13:14.600 --> 00:13:16.080 a minute, I'm gonna they're gonna help me build a 239 00:13:16.120 --> 00:13:18.440 resume or find a job or no, develop a website. 240 00:13:18.440 --> 00:13:21.559 That was it. I was. They thought it was a 241 00:13:21.600 --> 00:13:24.279 porn site and then they said, oh wait waiter. They 242 00:13:24.279 --> 00:13:25.519 were severely disappointed. 243 00:13:25.559 --> 00:13:29.120 I think, yeah, but you know, they used that approach 244 00:13:29.240 --> 00:13:32.399 for several years and so it must have must have 245 00:13:32.519 --> 00:13:35.919 helped them. But at a certain point, uh, that that 246 00:13:36.080 --> 00:13:39.879 kind of advertising, Uh, this began to hurt people. It's 247 00:13:39.919 --> 00:13:42.480 something to do with how the audience has changed to 248 00:13:42.639 --> 00:13:43.039 over time. 249 00:13:43.360 --> 00:13:46.440 This star power matter, because I remember, like my I 250 00:13:46.480 --> 00:13:49.360 remember Michael Richards, did I think a diet pepsi ad? 251 00:13:49.840 --> 00:13:52.840 Ray Charles? My favorite was the You Got the Right 252 00:13:52.879 --> 00:13:57.360 One baby with the with a pepsi ad? That was 253 00:13:57.440 --> 00:14:01.279 that was phenomenal. Do star power matter? Do you have 254 00:14:01.399 --> 00:14:03.679 to have a Betty White? Do you have to have 255 00:14:03.759 --> 00:14:07.120 a Ben Affleck in there for it to be impactful. 256 00:14:08.200 --> 00:14:11.320 Well, I think it makes it a lot easier. You 257 00:14:11.399 --> 00:14:14.600 have to have a very creative concept otherwise, like just 258 00:14:14.639 --> 00:14:18.159 this year, Meg Ryan, Billy Crystal, Snia Twain, Chris Hims 259 00:14:18.200 --> 00:14:23.960 or Chris pat h William The Poe, Matthew McConaughey, uh, 260 00:14:24.399 --> 00:14:28.440 Davis Harden, take your pick. There's there's so many celebrities 261 00:14:28.440 --> 00:14:31.039 that are going to be in Super Bowl ads this year. 262 00:14:31.759 --> 00:14:35.840 A lot of people are are really talking about Meg 263 00:14:35.960 --> 00:14:40.519 Ryan and Billy Crystal recreating their their their the stake 264 00:14:40.639 --> 00:14:45.200 orgasm scene and from when Harry met Sally. Yeah, that's 265 00:14:45.200 --> 00:14:47.799 a Hellman's commercial this year. 266 00:14:48.440 --> 00:14:50.519 Yeah, I mean well that I mean that is classic. 267 00:14:51.000 --> 00:14:51.840 That is Yeah. 268 00:14:51.879 --> 00:14:54.279 I love the what was the Budwiser ad with the 269 00:14:54.279 --> 00:14:58.759 horses and then I don't know if you remember this, 270 00:14:58.879 --> 00:15:01.759 the Budwise with a the horses are playing football, the 271 00:15:01.840 --> 00:15:05.519 ranchers are watching the horses play football, and then they 272 00:15:05.559 --> 00:15:08.080 line up to kick. The horse lines up to kick, 273 00:15:08.360 --> 00:15:10.240 and one rancher says to the because man, I thought 274 00:15:10.279 --> 00:15:11.679 they'd go for two. 275 00:15:14.320 --> 00:15:16.080 Well, there won't be there won't be a bud Light 276 00:15:16.200 --> 00:15:20.399 commercial this year. That's one thing that changed, there's no. 277 00:15:20.440 --> 00:15:23.919 Question they's What did you think of the bud Light 278 00:15:24.039 --> 00:15:26.159 slap commercial from seven Do you remember that? 279 00:15:27.000 --> 00:15:28.000 No? Tell me about it? 280 00:15:28.039 --> 00:15:31.799 Oh no. They basically just slapped slapped people across the 281 00:15:31.840 --> 00:15:34.840 face instead of in the fist pump. They just whack 282 00:15:35.200 --> 00:15:37.360 one guy slapped them across the face and they good 283 00:15:37.399 --> 00:15:38.960 to the whole day. I didn't think it was one 284 00:15:39.000 --> 00:15:40.639 of the best ones. I still love the What's Up 285 00:15:40.679 --> 00:15:43.120 in the Frog one? To me, those were the best 286 00:15:43.159 --> 00:15:47.960 ones for bud I think personally. Now, seven million dollars, 287 00:15:47.960 --> 00:15:51.159 did you say for thirty seconds or sixty seconds thirty? 288 00:15:52.879 --> 00:15:53.759 Is it worth it? 289 00:15:55.919 --> 00:16:02.919 Well? Uh, it really depends it can be. You've got 290 00:16:02.960 --> 00:16:05.519 to think in terms of a total marketing budget and 291 00:16:05.559 --> 00:16:07.759 what's what portion of it are you spending on that? 292 00:16:08.279 --> 00:16:11.480 You know famously, you know, back when in the late 293 00:16:11.679 --> 00:16:15.679 nineties when the dot COM's all started booming, you had 294 00:16:15.759 --> 00:16:18.320 all of these pets dot com, all these kind of 295 00:16:19.440 --> 00:16:22.799 dot coms that had their you know, venture cap of money. 296 00:16:23.240 --> 00:16:25.519 They blew it all on Super Bowl ads and half 297 00:16:25.519 --> 00:16:27.559 of those companies weren't around in two years that that 298 00:16:28.000 --> 00:16:29.720 spent all their money on it. Because I think in 299 00:16:29.759 --> 00:16:33.480 some cases it's an ego thing. But for an established brand, 300 00:16:33.519 --> 00:16:37.279 for a Novartis or a lot of these companies that 301 00:16:37.320 --> 00:16:43.159 are giant, you know, seven million dollars is not a 302 00:16:43.240 --> 00:16:46.279 huge investment. It's not like you're putting all your marketing 303 00:16:46.320 --> 00:16:49.159 dollars down on this. So I think a scale has 304 00:16:49.200 --> 00:16:50.799 a lot to do with it, whether in terms of 305 00:16:50.799 --> 00:16:52.120 whether it makes sense or well. 306 00:16:52.159 --> 00:16:54.279 I mean, for budwise, it's a drop in the bucket. 307 00:16:54.279 --> 00:16:57.320 I mean, that's not an issue. How do they measure it? 308 00:16:57.360 --> 00:16:58.559 Is there a way to measure this? 309 00:17:00.559 --> 00:17:03.600 Yeah, I mean there's all kinds of ways to measure certainly, 310 00:17:03.679 --> 00:17:07.400 you these days, with everything being digital, you can look 311 00:17:07.440 --> 00:17:10.880 at how much it's talked about on social media. You 312 00:17:10.880 --> 00:17:13.640 can look at visits to your brand's website, you can 313 00:17:13.680 --> 00:17:18.480 look at sentiments. You can measure, you know, whether it's 314 00:17:18.599 --> 00:17:21.960 looking at how people are responding to it on social media, 315 00:17:22.319 --> 00:17:24.559 and then of course, ultimately you want to see impact 316 00:17:24.599 --> 00:17:27.160 in terms of sales. Is it is it moving the needle? So, 317 00:17:28.480 --> 00:17:31.839 especially in today's world where so much of what we're 318 00:17:31.839 --> 00:17:34.039 doing is happening online and it can all be tracked 319 00:17:34.079 --> 00:17:36.920 and measured. You know, believe me, these brands if they're 320 00:17:36.960 --> 00:17:38.640 going to invest that kind of money in an AD, 321 00:17:38.680 --> 00:17:41.680 they're going to also invest in in checking on the 322 00:17:41.720 --> 00:17:42.920 effectiveness afterwards. 323 00:17:43.079 --> 00:17:45.279 Is there a feeling that you can't be left out though? 324 00:17:48.240 --> 00:17:50.279 I mean in terms of an ADO if I'm. 325 00:17:50.759 --> 00:17:55.559 Right, like say, if I'm excuse me, like man, I 326 00:17:55.599 --> 00:17:57.640 really like to cut costs, but I still need to 327 00:17:57.799 --> 00:18:00.599 seven million. That's a lot of dough still have to 328 00:18:00.599 --> 00:18:02.279 be in the super Bowl. I don't want to be 329 00:18:02.359 --> 00:18:04.960 left out. I mean, even if they don't get the 330 00:18:05.000 --> 00:18:08.359 return on the sales, like obviously people are buying beer. 331 00:18:08.400 --> 00:18:13.400 Maybe it's a bad example, but say Paramount plus right 332 00:18:13.880 --> 00:18:15.640 they want to add do they have a feeling in 333 00:18:15.759 --> 00:18:19.559 order to be to compete with Netflix, to compete with HBO, 334 00:18:19.880 --> 00:18:23.279 or to compete with Amazon Prime, who sells everything from 335 00:18:23.319 --> 00:18:27.160 soap to movies. They may not see the return on investment, 336 00:18:27.200 --> 00:18:29.960 but they have to be at the party to show 337 00:18:29.960 --> 00:18:31.319 that they're playing with the big people. 338 00:18:33.119 --> 00:18:34.880 I think there's an element of that. And you know, 339 00:18:34.920 --> 00:18:37.319 we mentioned like bud Light that had the big controversy. 340 00:18:37.359 --> 00:18:42.920 They're part of the Anteiser Busch family of beers and 341 00:18:43.519 --> 00:18:46.839 they're not advertising, but their Michelo Ultra is you know, 342 00:18:46.960 --> 00:18:50.440 which has kind of taken over the mantle of their 343 00:18:50.480 --> 00:18:53.559 top selling beer. And by the way, it's one of 344 00:18:53.559 --> 00:18:56.160 the reasons as popular is because it advertises low car 345 00:18:56.559 --> 00:18:59.880 meaning healthier. So I think they're they're they're there. There's 346 00:19:00.079 --> 00:19:04.599 certainly felt like, hey, we need to advertise, you know, 347 00:19:04.640 --> 00:19:07.680 one of our products and they just changed out. You know, 348 00:19:07.759 --> 00:19:09.799 this is the one that we that we want to 349 00:19:09.799 --> 00:19:12.400 put in front of people as the number one gear 350 00:19:12.440 --> 00:19:14.960 for us now. So I think there's there, there's that 351 00:19:15.319 --> 00:19:20.119 kind of symbolic element for brands and certainly competitiveness among 352 00:19:20.200 --> 00:19:21.960 brands in industries like that. 353 00:19:22.920 --> 00:19:26.319 I don't drink. I have not consumed alcohol now for 354 00:19:28.119 --> 00:19:35.799 god thirty years. Oh wow, yeah yeah, yeah, yeah, pretty 355 00:19:35.799 --> 00:19:39.039 close to it. But I gotta tell you, when I 356 00:19:39.079 --> 00:19:42.400 see a michelob ultra ad, I'm like, what's the point? 357 00:19:42.519 --> 00:19:45.880 I might as well drink water. I'm sorry, I mean, 358 00:19:46.000 --> 00:19:52.519 I'm like, why why? I I don't now. Is there 359 00:19:52.599 --> 00:19:57.359 any data that shows people will stick and watch the 360 00:19:57.400 --> 00:19:59.319 game because of the commercials if the game's a. 361 00:19:59.319 --> 00:20:07.000 Blowout, Yes, I think there there's definitely certainly at least 362 00:20:07.039 --> 00:20:09.920 through halftime. If it's a bad game, you'll have a 363 00:20:09.960 --> 00:20:12.400 lot of people at banning it after halftime because there's 364 00:20:12.440 --> 00:20:15.720 the assumption that the best ads appear in the first half. 365 00:20:16.359 --> 00:20:18.759 People stay for the halftime show even if the game 366 00:20:18.839 --> 00:20:22.680 is not good. And usually you can't tell the game 367 00:20:22.759 --> 00:20:26.000 is going to be a bad one until things start 368 00:20:26.000 --> 00:20:28.200 to deteriorate for for one team or other than the 369 00:20:28.200 --> 00:20:31.039 second half. But you know, this year, like there's there 370 00:20:31.079 --> 00:20:34.519 are obviously people enthusiastic about the Super Bowl, but a 371 00:20:34.519 --> 00:20:37.240 lot of people are like, oh, the Chiefs again and 372 00:20:37.559 --> 00:20:40.359 Philadelphia again, and so it's. 373 00:20:40.200 --> 00:20:43.160 Gonna be a good game. I mean, you know, no, no, 374 00:20:43.200 --> 00:20:45.720 it's going to be a good game. No, it should 375 00:20:45.720 --> 00:20:49.640 be a good game. Does it cost less? I said 376 00:20:49.640 --> 00:20:51.960 seven million across the board. Whether you're go in the 377 00:20:52.000 --> 00:20:53.200 first half or second. 378 00:20:52.880 --> 00:20:59.200 Half, that's a good question. I think placement does does 379 00:20:59.240 --> 00:21:04.599 affect things. And the exact difference is I can't speak 380 00:21:04.640 --> 00:21:10.200 to but certainly they know when people are watching are 381 00:21:10.240 --> 00:21:13.000 most likely to be watching the game, and those are 382 00:21:13.000 --> 00:21:14.240 the premiere spots. 383 00:21:14.359 --> 00:21:17.880 Have your at well, listen, Scott, enjoy the game. I 384 00:21:17.920 --> 00:21:19.000 assume you'll be watching. 385 00:21:19.960 --> 00:21:21.920 I'll be well, I'll actually be a plane on a 386 00:21:21.920 --> 00:21:24.680 plane at that time. But you know, I'm a very 387 00:21:24.759 --> 00:21:28.200 sad Dolphins fan, which is probably like I guess this 388 00:21:28.279 --> 00:21:31.880 year being a New England fan, but uh, you know, 389 00:21:33.079 --> 00:21:34.599 I'll probably get the tail end of it. 390 00:21:34.680 --> 00:21:37.119 I don't ever compare the Dolphins to the Patriots. 391 00:21:37.240 --> 00:21:41.519 Please, can I compare the seventies Dolphins to the picture? 392 00:21:42.519 --> 00:21:43.279 Give me something? 393 00:21:44.440 --> 00:21:46.960 You had a good run, my friend. You still got 394 00:21:46.960 --> 00:21:50.039 the undefeated season fifty years ago. 395 00:21:50.160 --> 00:21:54.839 Yeah, oh I got let me have that. That's all 396 00:21:54.839 --> 00:21:55.200 I got. 397 00:21:55.279 --> 00:21:57.920 All right, Scott, I appreciate you coming on and best 398 00:21:57.920 --> 00:22:01.519 of luck. Thank you king talking about the Super Bowl 399 00:22:01.599 --> 00:22:05.720 at Scott Barredell. We got about thirty minutes ago here 400 00:22:05.799 --> 00:22:09.759 on Nightside on WBZ, and I haven't done a lot 401 00:22:09.799 --> 00:22:11.400