NOT another Superb Owl ad listicle

Y'all saw it. Y'all already know.

All I really have to add to the conversation is more gushing about how amazing the whole show was and I think it's better to leave the in-depth commentary to actual subject matter experts.

So keep watching the halftime show on repeat. Look up some of the incredible commentary on the cultural references and Easter eggs. And dance like you got an invite to la casita.

Instead, let's discuss something I am qualified to talk about: Super Bowl ads.

Uh oh, is this turning into a listicle already??

No, no, I like to stay true to my blog titles, so while this is a list, I promise it isn't a listicle.

Instead of ranking SB ads or giving my personal opinion about what was good or bad, I want to talk about what these brands should do next with their multi-million-dollar creative assets.

In addition to the cost of the ad placements ($8-$10M for 30 seconds), brands shell out big bucks for the creative they run during the game.

Ok, so not every brand had huge budget productions, but most brands spent a big chunk of change on celebrity endorsements (NIL), high quality production, creative & conceptual teams... and, I'm assuming, a team of graphic designers to remove extraneous fingers from AI generated hands.

Jokes aside, this is premium content and it deserves premium placement, even after the big game.

So, what does "premium placement" look like?

It looks like excited, captivated (not captive) audiences who are emotionally primed to receive brand messaging.

I picked a handful of Super Bowl ads that already have a strong music component and found a few upcoming concerts that will put content in front of the right target audiences with premium SET.Live OOH placements.

(full disclosure: the audiences are based on my understanding of each brand's target, so if your brand is on the list and I got your audience wrong, let me know and I'll send you a new list with your parameters!)

Levi’s: "Backstory"

This ad has something for everyone! Rosé, Questlove, Doechii, Bruce Springsteen('s backside)—all paired with James Brown's iconic “Get Up Offa That Thing” as the soundtrack. Guaranteed to be a crowd pleaser at a live show, where Levi's can include product giveaways and VIP fan experiences with the touring artists.

Levi's kept it inclusive with artists spanning demographics and genres, so I kept audience parameters broad: fashion aware, environmentally conscious folks (the core brand target) aged 16-49.

State Farm: "Stop Livin’ on a Prayer"

Look, if someone starts singing “Livin’ on a Prayer,” everyone within earshot is going to join in. It's the law.

Running this spot inside a concert venue while the audience is waiting for the show to start is going to get guaranteed attention (and a guaranteed sing-along). Pair it with a SET.Live activation featuring the artist actually playing that night, and you get premium engagement too.

Here are the artist whose audiences overindex for homeowners aged 35-65 who handle their family finances and are looking for insurance bundles that provide maximum value and comprehensive protection.

Hellmann's: "Sweet Sandwich Time"

🎶 Sweeeeeeeet sandwich time.... BAH BAH BAH!!! 🎶

Once again, people cannot not sing when this song is on. And Meal Diamond is a perfect pun. This ad is begging to be played inside concert venues - and begging for a plus-up from a touring artist who can keep the excitement going on stage.

Placements with these artists can help Hellmann's reach budget-conscious, home-chef moms who want to make the most out of leftovers.

Volkswagen: "The Great Invitation: Drivers Wanted"

House of Pain's “Jump Around” is another crowd pleaser - and the visuals in this spot speak to the excitement of going on an adventure.

A SET.Live activation at these artists' shows gets premium attention from Gen Z and Millennial, medium-high income fans who see themselves as style conscious adventurers.

Poppi: "Make it poppi"

I tried not to let my opinions affect who landed on this list, but I love Charlie XCX and I love Rachel Sennott and I love this ad, so here it is.

This moment of chaos on the right artists' concert screens can help Poppi reach Gen Z and Millennial women who are health conscious, style conscious, and prefer low-sugar drinks.

Of course, there were other great SB ads (and great uses of music), but this blog is long enough as it is, so I'll stop there... for now.

And if YOU want to see where your premium content can get the premium attention it deserves with our live out of home placements, let us know!