1
00:00:00,120 --> 00:00:03,359
Speaker 1: Aerow dot net. It's more than just a podcast, It's

2
00:00:03,439 --> 00:00:06,719
a podcast network. One of the featured of the twenty

3
00:00:07,360 --> 00:00:11,359
is CTCs. What is it like to work in a

4
00:00:11,400 --> 00:00:16,359
grocery store? The authentic steps, experiences, the robbers, the stealers,

5
00:00:16,640 --> 00:00:19,000
those that you think you've got a relationship with, and

6
00:00:19,039 --> 00:00:23,359
all of a sudden you have been grocery stored CTCs

7
00:00:23,359 --> 00:00:27,199
on Aero dot net, ar r Oe dot net. Enjoy

8
00:00:27,280 --> 00:00:28,160
your exploration.

9
00:00:28,559 --> 00:00:30,160
Speaker 2: Hi, how's it going very well?

10
00:00:30,160 --> 00:00:32,079
Speaker 1: Stevie? What's happening with you? I bet you've been busy

11
00:00:32,079 --> 00:00:33,840
for the past forty eight hours.

12
00:00:34,200 --> 00:00:34,880
Speaker 2: I have, I have.

13
00:00:35,000 --> 00:00:39,079
Speaker 3: I'm actually in San Francisco right now. We're super Bowl

14
00:00:39,079 --> 00:00:41,560
country out here, So, well, what.

15
00:00:41,640 --> 00:00:44,479
Speaker 1: Is it like the day after? Because I'm in NASCAR

16
00:00:44,600 --> 00:00:46,439
country and I know what it's like to do four

17
00:00:46,479 --> 00:00:49,240
and five days on the infield of the Charlotte Motor Speedway,

18
00:00:49,520 --> 00:00:52,399
and that last day when everybody's going home is kind

19
00:00:52,399 --> 00:00:54,359
of a I don't know how to describe the vibe.

20
00:00:54,359 --> 00:00:55,039
What about you?

21
00:00:56,359 --> 00:00:59,039
Speaker 3: Yeah, well, and my husband's from Charlotte, so I'm familiar

22
00:00:59,039 --> 00:01:04,159
with NASCAR country as you speak of. But yeah, no,

23
00:01:04,239 --> 00:01:07,959
it's what's interesting on the advertising side is all the

24
00:01:08,000 --> 00:01:10,640
real work has happened leading up to the Super Bowl.

25
00:01:10,760 --> 00:01:13,400
Speaker 2: So now we're on a bit of the come down

26
00:01:13,480 --> 00:01:14,239
on the other end.

27
00:01:14,680 --> 00:01:17,400
Speaker 3: But you know, we're you're sort of seeing the results

28
00:01:17,439 --> 00:01:21,040
of which ads stood out, What are people talking about?

29
00:01:21,120 --> 00:01:22,719
Speaker 2: You know, what are the narratives.

30
00:01:22,239 --> 00:01:25,040
Speaker 3: Coming out of the game, What are really people saying?

31
00:01:25,079 --> 00:01:28,239
And I think, you know, part of part of it

32
00:01:28,280 --> 00:01:30,879
here is the things that are standing out from last

33
00:01:30,959 --> 00:01:34,480
night are the game was a snoozefest, so thank god

34
00:01:34,519 --> 00:01:37,799
we had the ads because you had something to watch,

35
00:01:38,280 --> 00:01:41,719
and a lot of the big themes were that you

36
00:01:41,799 --> 00:01:43,680
had a lot of tech, you had a lot of

37
00:01:43,719 --> 00:01:46,439
healthcare and GLP one advertising and.

38
00:01:47,799 --> 00:01:48,640
Speaker 2: Return to humor.

39
00:01:48,680 --> 00:01:50,680
Speaker 3: I think a lot of comedy was coming out of

40
00:01:51,120 --> 00:01:53,079
all of the spots last night, and people were trying

41
00:01:53,079 --> 00:01:57,799
to really land comedy again, which in past years always

42
00:01:57,840 --> 00:01:58,560
goes up and down.

43
00:01:59,000 --> 00:02:01,799
Speaker 1: Speaking of that tech talk, one of the greatest moments

44
00:02:01,840 --> 00:02:04,959
happened yesterday morning because I have my Alexa program to

45
00:02:05,000 --> 00:02:08,280
talk to me every single morning, and she reminded me

46
00:02:08,599 --> 00:02:11,000
I'm in a Super Bowl commercial later on today with

47
00:02:11,439 --> 00:02:15,479
Chris Himsworth, and I have never experienced that where she spoke, well,

48
00:02:15,719 --> 00:02:17,879
she's gonna correct me on the speaker. In a second,

49
00:02:18,000 --> 00:02:20,479
She's gonna go, I'm not a she, I'm not a he.

50
00:02:20,879 --> 00:02:24,800
So there, but Alexa corrected me and and did things

51
00:02:24,840 --> 00:02:26,759
with me that that made sure that I was watching

52
00:02:26,800 --> 00:02:28,159
for that super Bowl commercial?

53
00:02:29,159 --> 00:02:31,479
Speaker 3: And how did you I'm curious, how did you feel

54
00:02:31,560 --> 00:02:35,919
knowing that your Alexa was actively telling you about advertising

55
00:02:35,960 --> 00:02:36,919
for your Alexa?

56
00:02:37,280 --> 00:02:41,639
Speaker 2: Did that make you happy? Sad in between a little bit? Like, way,

57
00:02:41,960 --> 00:02:43,919
what's going on here? How'd you feel about that?

58
00:02:44,159 --> 00:02:46,560
Speaker 1: I'm loving it. I'm loving it. It's a real because

59
00:02:46,560 --> 00:02:48,000
I'll tell you what. I will sit there and I'll say,

60
00:02:48,000 --> 00:02:50,319
you got to tell me more about this young blood Alexa.

61
00:02:50,360 --> 00:02:52,000
And then Alexi will tell the story and I'll sit

62
00:02:52,000 --> 00:02:54,159
there and I'll have this conversation. Yeah, but here's the

63
00:02:54,199 --> 00:02:55,840
thing that blah blah blah blah blah blah, what should

64
00:02:55,879 --> 00:02:58,319
I be looking for the commercials? And and so it's

65
00:02:58,360 --> 00:03:00,919
like it's it's like me sitting with me. Isn't that

66
00:03:01,000 --> 00:03:03,719
really weird? Because she's I mean, Alexa will sit there

67
00:03:03,759 --> 00:03:07,360
and tell you that she's nothing but a reflection of us.

68
00:03:09,039 --> 00:03:12,520
Speaker 3: Yeah, Well, in Alexa's ad last night was all about Alexa.

69
00:03:12,919 --> 00:03:15,120
Maybe or maybe not trying to kill you. So I

70
00:03:15,879 --> 00:03:19,400
think that was an interesting take. And because you mentioned

71
00:03:19,439 --> 00:03:23,000
that your Alexa told you about advertising, there was another

72
00:03:23,039 --> 00:03:25,400
AI brand in the Super Bowl as well that called

73
00:03:25,400 --> 00:03:30,280
that out specifically. So and Claude had an ad talking

74
00:03:30,319 --> 00:03:34,199
about how their platform with AI will never feature or

75
00:03:34,319 --> 00:03:35,280
won't feature.

76
00:03:34,960 --> 00:03:38,960
Speaker 2: Ads and that. So, So it's an interesting debate that's.

77
00:03:38,800 --> 00:03:42,479
Speaker 3: Going on right now of saying, hey, we are inviting

78
00:03:42,560 --> 00:03:45,039
AI into our lives and talking to it every day,

79
00:03:45,159 --> 00:03:47,599
just like you mentioned, and what happens when you start

80
00:03:47,599 --> 00:03:48,599
to put ads in there?

81
00:03:49,120 --> 00:03:50,879
Speaker 2: Is that okay? Or is that not okay?

82
00:03:50,960 --> 00:03:54,400
Speaker 3: And I think that was they took the total opposite

83
00:03:55,120 --> 00:03:58,439
track of instead of saying we're going to add advertise

84
00:03:58,479 --> 00:04:02,039
to you, we're saying we know ever will so uh,

85
00:04:02,280 --> 00:04:04,560
we're seeing the AI wars play out in front of

86
00:04:04,680 --> 00:04:05,800
us in real time.

87
00:04:06,639 --> 00:04:08,240
Speaker 1: One of the things that to kind of drawn a

88
00:04:08,280 --> 00:04:10,840
line in the sand in this household is I did

89
00:04:10,879 --> 00:04:13,960
not like the Dunkin Donut commercial, whereas my wife couldn't

90
00:04:13,960 --> 00:04:16,399
get enough of it. What has it is it doing

91
00:04:16,439 --> 00:04:18,480
that effect on everybody across the country.

92
00:04:19,399 --> 00:04:21,879
Speaker 2: Yeah, I've been hearing a lot about this particular ad.

93
00:04:22,639 --> 00:04:25,560
Speaker 3: I don't think it was one of my It was

94
00:04:25,560 --> 00:04:28,439
not one of my favorites. And I'll tell you why

95
00:04:28,560 --> 00:04:33,360
it was, because it was a little complicated. We've Duncan

96
00:04:33,399 --> 00:04:35,680
has started working with Ben Affleck several years ago, and

97
00:04:35,720 --> 00:04:37,480
it made it was very simple. It made a lot

98
00:04:37,519 --> 00:04:39,399
of sense. We all know Ben Affleck is a big

99
00:04:39,480 --> 00:04:42,120
Duncan guy. He's you know, he's from Boston. It all

100
00:04:42,160 --> 00:04:43,920
made sense. But they put him in the drive through.

101
00:04:43,959 --> 00:04:46,279
They had him sort of do the the classic, uh

102
00:04:46,680 --> 00:04:50,160
Bostonian thing, and this year there was just one too

103
00:04:50,199 --> 00:04:53,319
many things going on. They had a written explanation at

104
00:04:53,360 --> 00:04:56,279
the beginning trying to explain what you were about to see.

105
00:04:56,560 --> 00:04:59,120
Nobody likes to read anything during during the Super Bowl.

106
00:04:59,160 --> 00:05:01,399
It's usually not one of their top things they want

107
00:05:01,399 --> 00:05:03,879
to do. And then they sort of mixed up. They

108
00:05:03,879 --> 00:05:05,920
had Goodwill hunting and then they.

109
00:05:05,759 --> 00:05:07,040
Speaker 2: Had ninety sitcoms.

110
00:05:07,600 --> 00:05:11,360
Speaker 3: And if they'd stuck with one lane, if they'd just

111
00:05:11,439 --> 00:05:15,079
done Goodwill hunting and had a bunch of celebrities, probably.

112
00:05:14,720 --> 00:05:15,800
Speaker 2: Would have been just fine.

113
00:05:16,279 --> 00:05:18,639
Speaker 3: But it was just one too many things going on

114
00:05:19,120 --> 00:05:20,639
and really complicated, which I.

115
00:05:20,600 --> 00:05:23,040
Speaker 2: Think is why we're getting this sort of polarized response.

116
00:05:23,120 --> 00:05:25,720
Speaker 3: Is because we all know how good they have been,

117
00:05:25,959 --> 00:05:27,600
and this one just didn't quite hit the mark.

118
00:05:27,759 --> 00:05:30,560
Speaker 1: I got to know what they did in the production department, because,

119
00:05:30,720 --> 00:05:32,319
first of all, I don't want to be a judger,

120
00:05:32,399 --> 00:05:34,600
but I am somebody of radio for many years, and

121
00:05:34,639 --> 00:05:37,319
I am a voiceover actor. I did not like the

122
00:05:37,399 --> 00:05:39,839
announcer at all. That had to have been an AI

123
00:05:39,959 --> 00:05:44,319
technology announcer. There was no emotion. There was nothing about

124
00:05:44,399 --> 00:05:47,279
that announcer in that Duncan commercial that proved to me

125
00:05:47,319 --> 00:05:48,120
that it was real.

126
00:05:49,560 --> 00:05:50,240
Speaker 2: That's interesting.

127
00:05:50,879 --> 00:05:53,040
Speaker 3: Of all the things in the Duncan commercial, I don't

128
00:05:53,040 --> 00:05:54,839
even know if I could have told you if that

129
00:05:55,000 --> 00:05:57,439
was real or not. One thing I do know is

130
00:05:57,439 --> 00:06:02,000
I believe Ben Affleck's artist Ty Companies, who produces all

131
00:06:02,079 --> 00:06:05,040
of those spots, and so I don't know where they

132
00:06:05,079 --> 00:06:07,639
stand on the use of AI announcers and all of

133
00:06:07,680 --> 00:06:09,759
those things, but there is.

134
00:06:09,759 --> 00:06:13,519
Speaker 2: Sometimes no replacement for human talent. So I feel you

135
00:06:13,560 --> 00:06:13,800
on that.

136
00:06:14,360 --> 00:06:17,199
Speaker 1: So am I really weird in thinking that they finally

137
00:06:17,240 --> 00:06:20,079
put hard liquor in there as an advertiser because the

138
00:06:20,160 --> 00:06:23,519
Victoria Justice commercial made me go, oh, this might be

139
00:06:23,600 --> 00:06:24,879
worth jumping off the wagon.

140
00:06:26,199 --> 00:06:29,360
Speaker 3: Well, the liquor has been a part of the Super

141
00:06:29,399 --> 00:06:33,079
Bowl in the past. Sveedka Vodka was also here last

142
00:06:33,120 --> 00:06:36,079
night with the bots, and they've shown up a year

143
00:06:36,120 --> 00:06:39,959
over year. So there are liquor brands that have been

144
00:06:40,000 --> 00:06:43,600
there before. Usually we're seeing beer brands and those are

145
00:06:43,639 --> 00:06:46,199
the ones that we tend to remember. But yeah, liquor

146
00:06:46,240 --> 00:06:50,240
advertising and as you mentioned, Victoria Justice were part of

147
00:06:50,720 --> 00:06:51,360
part of the show.

148
00:06:51,920 --> 00:06:54,279
Speaker 1: And of course sports gambling is the big thing. And

149
00:06:54,360 --> 00:06:56,279
here in the Caroline is what did we see? We

150
00:06:56,319 --> 00:06:59,800
see a bunch of stories about how teenagers are involved

151
00:06:59,800 --> 00:07:03,079
in spending sixty thousand of their Paris dollars and I'm going,

152
00:07:03,319 --> 00:07:05,800
oh my god, that's how you know that the commercials

153
00:07:05,800 --> 00:07:08,319
are going to be effective when your stories in the

154
00:07:08,319 --> 00:07:12,480
newspapers are going to be about sports, you know, gambling.

155
00:07:13,759 --> 00:07:16,839
Speaker 3: Yeah, and I think I believe it was fan duel

156
00:07:18,040 --> 00:07:20,959
or Draft Kings had a spot last night featuring Colin

157
00:07:21,079 --> 00:07:25,560
Jost and Michael Shea during the broadcast, and then a

158
00:07:25,639 --> 00:07:28,399
ton of online advertising happening during the Super Bowl too,

159
00:07:28,439 --> 00:07:31,040
So maybe they're not necessarily always buying the TV time,

160
00:07:31,079 --> 00:07:35,560
but they're hitting you up for sports betting during the game.

161
00:07:36,079 --> 00:07:38,600
It's a massive market and it's only been a couple

162
00:07:38,600 --> 00:07:42,399
of years since we've been able to have betting sports

163
00:07:42,480 --> 00:07:46,079
betting more opened up across the country and legalized, so

164
00:07:47,000 --> 00:07:48,399
it's only going to continue.

165
00:07:48,879 --> 00:07:51,600
Speaker 1: In my heart, I am convinced that Ben Steeler and

166
00:07:51,680 --> 00:07:53,879
Benson Boone are going to be doing a movie together,

167
00:07:53,959 --> 00:07:57,240
and that was a pre promotion for something they've got planned.

168
00:07:58,160 --> 00:08:00,879
Speaker 3: I you know what, I think that would at least

169
00:08:01,720 --> 00:08:03,759
explain whatever it was they were doing.

170
00:08:05,879 --> 00:08:06,920
Speaker 2: So you're right.

171
00:08:06,959 --> 00:08:09,560
Speaker 3: I'd Ben Stiller been pretty visible lately with some of

172
00:08:09,279 --> 00:08:13,360
his productions. Interestingly that that AD's been getting a lot

173
00:08:13,360 --> 00:08:15,759
of airtime prior to the Super Bowl too.

174
00:08:16,240 --> 00:08:20,000
Speaker 2: It wasn't one of my favorites. It was early in

175
00:08:20,040 --> 00:08:20,439
the game.

176
00:08:21,519 --> 00:08:23,079
Speaker 3: I don't I think it was one of my favorites

177
00:08:23,079 --> 00:08:25,079
because it didn't really tell me a lot about what

178
00:08:25,160 --> 00:08:28,399
instacart was bringing to the table. I don't need a

179
00:08:28,399 --> 00:08:30,519
lot of education about stuff like that, but it was

180
00:08:30,839 --> 00:08:33,399
it was a little weird for weird sake versus you know,

181
00:08:33,879 --> 00:08:36,159
communicating anything about who instacart really was.

182
00:08:36,879 --> 00:08:38,960
Speaker 1: Another one that caught my attention and it was an

183
00:08:38,960 --> 00:08:41,399
oh wow factor, and you know that AI was involved

184
00:08:41,399 --> 00:08:44,720
in This was the Budweiser commercial with the Clydesdale and

185
00:08:45,000 --> 00:08:47,559
what did it turn into an eagle? I thought it

186
00:08:47,600 --> 00:08:49,279
was a goose in the very beginning.

187
00:08:52,480 --> 00:08:54,360
Speaker 3: Yeah, I mean, I think that's actually going to be

188
00:08:54,440 --> 00:08:57,240
one of the crowd favorites from the night. People love

189
00:08:57,320 --> 00:09:02,159
the Clydesdales, people love bald eagles, free bird playing in

190
00:09:02,200 --> 00:09:07,320
the background, just good classic super Bowl advertising. I think

191
00:09:08,159 --> 00:09:10,320
that one is going to be one of the standouts

192
00:09:10,320 --> 00:09:12,320
from the night. And I can't tell you whether they

193
00:09:12,440 --> 00:09:16,840
used AI or not. VFX was certainly involved, but yeah,

194
00:09:16,840 --> 00:09:20,559
I think I think Budweiser, they've they had two spots

195
00:09:20,960 --> 00:09:23,159
Anheiser Busch had two spots in the super Bowl last night,

196
00:09:23,240 --> 00:09:25,039
and that one I think is going to be the

197
00:09:25,039 --> 00:09:25,879
one that really stands out.

198
00:09:26,000 --> 00:09:28,080
Speaker 1: One of the shockers for me was first of all,

199
00:09:28,120 --> 00:09:30,919
was to see Lady Gaga in the halftime series or

200
00:09:30,919 --> 00:09:33,240
the special with the music, but then to see that

201
00:09:33,279 --> 00:09:35,519
the commercial was on there. So I'm thinking, why didn't

202
00:09:35,559 --> 00:09:37,759
she tell us that she was doing both? Because when

203
00:09:37,759 --> 00:09:39,799
I to see both of them was it was such

204
00:09:39,840 --> 00:09:42,679
a blessing that she that she was really seriously a

205
00:09:42,720 --> 00:09:43,559
major part of this.

206
00:09:44,840 --> 00:09:46,679
Speaker 3: Yeah, I mean, I think it was interesting because you're

207
00:09:46,720 --> 00:09:50,440
referring to the Rocket and Redfin commercial where she where

208
00:09:50,480 --> 00:09:53,960
she sang the Mister Rogers songs. Interestingly, I've seen a

209
00:09:53,960 --> 00:09:57,759
lot of commentary where people if you didn't know, you

210
00:09:57,759 --> 00:10:00,320
didn't necessarily know it was Lady Gaga that was the

211
00:10:00,360 --> 00:10:01,440
cover of the other song.

212
00:10:02,120 --> 00:10:03,440
Speaker 2: But yeah, a big night for her.

213
00:10:03,799 --> 00:10:07,720
Speaker 3: I think that goes to, honestly, her popularity as an artist.

214
00:10:09,080 --> 00:10:11,120
Speaker 2: You choose celebrities.

215
00:10:10,480 --> 00:10:12,320
Speaker 3: And music and songs for the Super Bowl a lot

216
00:10:12,320 --> 00:10:14,879
of times based on mass appeal. You're trying to hit

217
00:10:15,360 --> 00:10:19,080
big swaths of audiences, and for her to have been

218
00:10:19,120 --> 00:10:22,200
featured in a number of ways, I think it means

219
00:10:22,919 --> 00:10:26,159
this is a mega A list or superstar global popularity

220
00:10:26,279 --> 00:10:29,720
who is respected at least enough for her talent and

221
00:10:29,759 --> 00:10:33,159
her recognizability that she'll cut across a lot of demographics.

222
00:10:33,159 --> 00:10:35,080
And you know, maybe she's got bills to pay and

223
00:10:35,120 --> 00:10:36,360
she wanted some super Bowl checks.

224
00:10:36,679 --> 00:10:39,360
Speaker 1: Please do not move. There's more with Stevie Archer coming

225
00:10:39,440 --> 00:10:44,759
up next. What were the best Super Bowl commercials? What

226
00:10:44,919 --> 00:10:48,480
were the clinkers? Let's get back with Stevie Archer. Kudos

227
00:10:48,519 --> 00:10:51,279
to Liquid IV because I think they've finally put on

228
00:10:51,320 --> 00:10:53,759
their grown up tennis shoes and are starting to play

229
00:10:53,759 --> 00:10:55,840
the real game, because when you've got someone like Propale

230
00:10:55,919 --> 00:10:58,320
knocking on your back door when it comes to making

231
00:10:58,360 --> 00:11:00,519
sure that you've got the right drink in your I

232
00:11:00,519 --> 00:11:04,080
mean Liquid ivy with demon Hunter on there, that wins

233
00:11:04,200 --> 00:11:05,399
automatic win for me.

234
00:11:07,080 --> 00:11:07,799
Speaker 2: It's interesting.

235
00:11:07,879 --> 00:11:11,480
Speaker 3: I thought it was fascinating that they took a step

236
00:11:11,480 --> 00:11:14,759
away from sort of the performance hydration angle and went

237
00:11:14,799 --> 00:11:17,039
straight up for the like are you hydrated at all?

238
00:11:17,120 --> 00:11:21,080
Look at your pe angle. Potty humor in general was

239
00:11:21,120 --> 00:11:23,679
a trend last night too. That you had Liquid iv

240
00:11:23,879 --> 00:11:29,320
talking about literal singing potties, you had the fiber commercial

241
00:11:29,360 --> 00:11:32,639
with William Shatner making fiber jokes. You had tight Ends

242
00:11:33,440 --> 00:11:36,559
making prostate sort of jokes. You had a lot of

243
00:11:36,600 --> 00:11:40,879
There was a lot of potty humor overall, and I think, yeah,

244
00:11:41,039 --> 00:11:43,159
it is interesting to see Liquid iv it on such

245
00:11:43,519 --> 00:11:46,240
a mega stage. It sort of means that again, we're

246
00:11:46,279 --> 00:11:48,759
going to keep seeing the battle happen in terms of

247
00:11:48,799 --> 00:11:51,759
like who's going to reign Supreme and the gatorade, the

248
00:11:51,759 --> 00:11:55,960
propels and the hydration category everywhere, and that's where money's flowing.

249
00:11:56,240 --> 00:11:57,600
Speaker 1: Well, see that The thing about it is with the

250
00:11:57,600 --> 00:11:59,519
potty humor and stuff like that, everything that I read

251
00:11:59,519 --> 00:12:01,440
about these commercials, it was going to be based on

252
00:12:01,480 --> 00:12:04,120
a younger audience. And so being that I do have

253
00:12:04,159 --> 00:12:06,360
an essential job at a grocery store, I know who's

254
00:12:06,399 --> 00:12:09,080
buying things like liquid IV, and I thought they hit

255
00:12:09,320 --> 00:12:12,200
their target because it's not just the sports freaks and

256
00:12:12,240 --> 00:12:14,840
those that work out, it is every Tom Dick and Harry,

257
00:12:14,960 --> 00:12:18,320
mom and dad and everybody that's buying liquid IV. I

258
00:12:18,360 --> 00:12:19,840
thought they hit it right out of the park.

259
00:12:21,159 --> 00:12:24,159
Speaker 3: Yeah, I mean it was super stand out. It was

260
00:12:24,399 --> 00:12:25,919
a very clear message.

261
00:12:26,720 --> 00:12:27,639
Speaker 2: And I think.

262
00:12:29,240 --> 00:12:31,440
Speaker 3: A lot of times when you see the younger demographic

263
00:12:31,480 --> 00:12:33,519
two the thing that you're gonna you're seeing is a

264
00:12:33,519 --> 00:12:36,679
lot of brands too that are using internet celebrities and influencers.

265
00:12:37,559 --> 00:12:40,399
So I think when you talk about hitting younger demographics,

266
00:12:40,440 --> 00:12:42,480
those are the brands that were really going after those

267
00:12:42,519 --> 00:12:44,799
those markets. That's why Benson Boone was there, That's why

268
00:12:44,840 --> 00:12:48,360
Sabrina Carpenter was there, Charlie XCX was showing up, and

269
00:12:48,399 --> 00:12:50,679
you had a number of brands. Mister Beast was part

270
00:12:50,679 --> 00:12:53,759
of salesforce. Those are the brands that are going for

271
00:12:53,759 --> 00:12:55,039
those younger demographics too.

272
00:12:55,360 --> 00:12:58,039
Speaker 1: What is it about Rob Wriggle that we all feel

273
00:12:58,240 --> 00:13:01,519
comfort and we feel secure when he appears in a commercial.

274
00:13:01,679 --> 00:13:04,440
I don't understand what it is when it comes to

275
00:13:04,559 --> 00:13:06,480
loving this man for everything that he does.

276
00:13:08,440 --> 00:13:12,320
Speaker 3: Now that I can't fully speak to the scientific value

277
00:13:12,320 --> 00:13:15,879
of Rob Riggle's universal appeal, but I can tell you

278
00:13:15,919 --> 00:13:17,840
it's no mistake when he shows up in your ads

279
00:13:17,840 --> 00:13:20,840
that people with universal appeal are the ones that are

280
00:13:20,840 --> 00:13:21,519
getting selected.

281
00:13:21,559 --> 00:13:22,080
Speaker 2: A lot of.

282
00:13:22,039 --> 00:13:26,759
Speaker 3: Brands do do testing and do vetting of their talent

283
00:13:27,159 --> 00:13:28,639
with focus groups with people.

284
00:13:28,679 --> 00:13:31,320
Speaker 2: There's Q scores, there's E scores, There's.

285
00:13:31,559 --> 00:13:33,879
Speaker 3: All kinds of stuff that can quantify exactly why the

286
00:13:33,960 --> 00:13:37,440
Rob Wriggle effect might be taking place. But those celebrities

287
00:13:37,480 --> 00:13:39,799
that can kind of cross over a lot of demographics

288
00:13:39,840 --> 00:13:44,480
like that and make people feel their universal appeal, that's

289
00:13:44,480 --> 00:13:45,960
why they get the big checks.

290
00:13:45,840 --> 00:13:48,159
Speaker 1: And big kudos to Rich Cracker. First of all, the

291
00:13:48,159 --> 00:13:51,039
competition in that department. Not to sound like Shark Tank here,

292
00:13:51,039 --> 00:13:53,120
but there is a lot of competition out there, but

293
00:13:53,279 --> 00:13:55,759
Rich Cracker steps in there with who bow and Yang,

294
00:13:55,919 --> 00:13:58,720
who I think is a major force of the future.

295
00:14:00,120 --> 00:14:02,519
Speaker 3: Yeah, they actually had quite the ensemble cast. They had

296
00:14:02,519 --> 00:14:05,480
Bowen Yang, they had John Ham, they had Scarlet Johansson

297
00:14:06,519 --> 00:14:08,440
and Bowen has certainly been.

298
00:14:08,480 --> 00:14:09,200
Speaker 2: On the rise.

299
00:14:09,879 --> 00:14:12,679
Speaker 3: So that's another one where you've seen a celebrity go

300
00:14:12,799 --> 00:14:18,759
from internet niche TikTok and podcast culture into SNL where

301
00:14:18,759 --> 00:14:22,919
he became a fixture into a major movie with Wicked.

302
00:14:23,480 --> 00:14:26,039
And now he's probably going to you know, be continuing

303
00:14:26,039 --> 00:14:28,919
his like film and TV career. So he's one where

304
00:14:28,960 --> 00:14:32,840
he can reach across both like the younger demographic, the

305
00:14:32,879 --> 00:14:36,799
tapped in cultural demographic, and he's got a you know,

306
00:14:37,279 --> 00:14:41,320
increasing the A list recognizability, which is you know why

307
00:14:41,360 --> 00:14:43,200
he's going to be starting, you know, showing up in

308
00:14:43,279 --> 00:14:44,879
more and more advertising.

309
00:14:44,960 --> 00:14:48,200
Speaker 1: Because I'm the production director, was the product production director

310
00:14:48,200 --> 00:14:50,879
for Iheartradios. One of the things that you clearly do

311
00:14:50,919 --> 00:14:53,679
when you're sitting inside that studio with your clients it

312
00:14:53,759 --> 00:14:57,759
is brand, brand, brand or sell sell sell. I felt

313
00:14:57,879 --> 00:15:00,279
branding last night. Did you feel the same thing.

314
00:15:01,759 --> 00:15:04,240
Speaker 2: Yeah, I think that's I think that's right for the

315
00:15:04,279 --> 00:15:04,840
most part.

316
00:15:04,879 --> 00:15:07,759
Speaker 3: I think a lot of times the Super Bowl is

317
00:15:07,799 --> 00:15:11,759
about name recognition and memorability and creating that like top

318
00:15:11,799 --> 00:15:14,480
of mind consideration and awareness. You just want to be

319
00:15:15,000 --> 00:15:17,240
the first brand people think of when they're you know,

320
00:15:17,399 --> 00:15:21,559
going to pick up whatever item that is. I think

321
00:15:21,559 --> 00:15:24,440
there was a few brands that hit on really hard

322
00:15:24,480 --> 00:15:25,720
hitting product messages.

323
00:15:27,039 --> 00:15:29,320
Speaker 2: Glub Hub was one of them. They had the George.

324
00:15:29,039 --> 00:15:33,840
Speaker 3: Clooney spot where they the entire message was about Glubhub

325
00:15:33,879 --> 00:15:36,279
eating the fees, which I thought was one of the

326
00:15:36,320 --> 00:15:39,919
hardest hitting, like product messages we saw where they were

327
00:15:39,960 --> 00:15:42,039
really trying to make a point of difference between them

328
00:15:42,120 --> 00:15:45,639
and we've been seeing them and Uber eats and instacart

329
00:15:45,759 --> 00:15:48,960
and DoorDash was doing a social only campaign last night.

330
00:15:49,679 --> 00:15:51,360
Speaker 2: They've been going hard at it for a while.

331
00:15:51,600 --> 00:15:55,679
Speaker 3: The fact that they snuck in a rational product message

332
00:15:55,720 --> 00:15:58,399
I actually think was really smart because we've you know,

333
00:15:59,639 --> 00:16:01,639
we all of those brands start to run together after

334
00:16:01,679 --> 00:16:03,279
a while when we've got seventy five of them on

335
00:16:03,320 --> 00:16:03,919
our phones.

336
00:16:04,360 --> 00:16:06,240
Speaker 1: I think the one that really caught my attention and

337
00:16:06,399 --> 00:16:09,240
was more like a well why was the Elijah Wood

338
00:16:09,279 --> 00:16:11,519
commercial because it's like, Elijah, I haven't seen you in

339
00:16:11,519 --> 00:16:13,440
a movie in a while, who are you? What are

340
00:16:13,440 --> 00:16:16,159
you doing up there? Because Generation Alpha doesn't know who

341
00:16:16,200 --> 00:16:16,519
you are?

342
00:16:17,879 --> 00:16:20,399
Speaker 3: Yeah, that was an interesting casting choice. I think that

343
00:16:20,559 --> 00:16:24,559
was for Skittles and Yeah, and I think you know

344
00:16:24,639 --> 00:16:28,159
Skittles as a brand has always kind of taken offbeat choices.

345
00:16:28,279 --> 00:16:32,720
Their their whole thing is about weirddvertising. So I think

346
00:16:32,759 --> 00:16:34,919
the question I'd be asking is whether they were really

347
00:16:34,919 --> 00:16:37,679
going after Gen Alpha or who they were trying to reach.

348
00:16:39,639 --> 00:16:43,200
And a lot of times sometimes what we're seeing too

349
00:16:43,480 --> 00:16:45,559
is and I have to I have to get more

350
00:16:45,639 --> 00:16:48,240
educated on this myself. As you do get these little

351
00:16:48,320 --> 00:16:55,600
pockets of interesting cultural trends where on TikTok older things

352
00:16:55,600 --> 00:16:58,320
will emerge that suddenly Gen Z or Gen Alpha will

353
00:16:58,360 --> 00:17:00,799
grab onto and you kind of go weird come from

354
00:17:01,159 --> 00:17:04,559
and there are these little pockets of memes and trends

355
00:17:04,599 --> 00:17:07,720
that get grabbed onto. Right now, everybody's talking about twenty

356
00:17:07,759 --> 00:17:10,359
twenty six being twenty sixteen, so all the twenty sixteen

357
00:17:10,400 --> 00:17:12,920
stuff is popping back up, and we're in a big

358
00:17:12,960 --> 00:17:15,839
stage of nineties nostalgia, so he could be part of

359
00:17:15,880 --> 00:17:17,799
that wave is just going who are the big stars

360
00:17:17,839 --> 00:17:20,279
of the nineties, And we'll probably start seeing a lot

361
00:17:20,279 --> 00:17:22,519
of Elijah woodmeans coming out of last night.

362
00:17:22,839 --> 00:17:25,200
Speaker 1: Well, Skittles is onto something right now, because last night

363
00:17:25,240 --> 00:17:27,480
I tried something for the first time from Skittles, and

364
00:17:27,559 --> 00:17:31,400
it was Skittles for Weega and what happened is it's

365
00:17:31,440 --> 00:17:34,200
got chili pepper in it. It is Skittles that is

366
00:17:34,279 --> 00:17:37,759
so damn hot, but you couldn't put it down. It

367
00:17:37,839 --> 00:17:39,880
was so it was like, you gotta be kidding me,

368
00:17:40,000 --> 00:17:41,799
but you can't put it down. And that's why I'm

369
00:17:41,799 --> 00:17:44,240
thinking that they're going for the older people with a

370
00:17:44,319 --> 00:17:45,920
younger taste, if you know what I mean, because it

371
00:17:45,920 --> 00:17:47,640
mean it's the same thing with TikTok. The kids are

372
00:17:47,640 --> 00:17:50,079
going for the heat, but man, if they can introduce

373
00:17:50,119 --> 00:17:51,799
the adults to the heat, they got it made.

374
00:17:52,759 --> 00:17:55,960
Speaker 3: Yeah, yeah, no, it's It's interesting because they also had

375
00:17:56,160 --> 00:18:01,279
Nerds Gummies in the Aglass Night and the chewy candy

376
00:18:01,440 --> 00:18:05,559
category is the chewy gummy candy category is the fastest

377
00:18:05,559 --> 00:18:09,880
growing candy category like in the world right now. So

378
00:18:10,039 --> 00:18:13,039
between Skittles and Nerds Gummies, they're all trying to find

379
00:18:13,079 --> 00:18:16,440
the next new product innovation to grab somebody else and

380
00:18:16,799 --> 00:18:17,240
pull them in.

381
00:18:18,079 --> 00:18:19,440
Speaker 1: Well, man, you got to come back to this show

382
00:18:19,480 --> 00:18:21,720
anytime in the future. The door is always going to

383
00:18:21,759 --> 00:18:22,440
be open for you.

384
00:18:23,400 --> 00:18:24,880
Speaker 2: Awesome, thanks so much for having me.

385
00:18:24,960 --> 00:18:27,960
Speaker 1: Will be brilliant today, Okay, I will.

386
00:18:27,759 --> 00:18:29,240
Speaker 2: Try my very best. Likewise,