Last year, we profiled how David Miami, a tiny 46-person agency, put together three of the most talked about Super Bowl ads for Burger King, Devour and Budweiser. This year, we looked at two of the agencies who are behind a combined seven spots in the Super Bowl.
VaynerMedia has historically been known as a social media shop, but tomorrow's Super Bowl will be a coming out party. Gary Vaynerchuk's agency is producing three spots that will air, including ads for Hard Rock International, Planters and Sabra. The 900-person agency made its debut in the Big Game last year with Planters' "Crunch Time" spot starring Alex Rodriguez.
VaynerMedia's three spots haven't been without controversy: Hard Rock's ad needed to be edited following Kobe Bryant's death as one scene could have been consider insensitive (it's an intense ad directed by Michael Bay). Planters ended all pregame promotion of its spot, which features the funeral of Mr. Peanut. The brand's mascot sacrificed himself saving actors Wesley Snipes and Matt Walsh in a pregame teaser. Vaynermedia's final ad for Sabra features a large cast of stars, including multiple Real Housewives of New Jersey, RuPaul Drag Race contestants, T-Pain, Boomer Esiason and TikTok star Charli D'Amelio.
Goodby Silverstein & Partners is no stranger to the Super Bowl as the agency has created a number of iconic spots. This year the shop is leaning into what works: humor. All four ads for Pepsi, Doritos, Cheetos and SodaStream go the funny route with ads starring Sam Elliot, Lil Nas X, Missy Elliott, H.E.R., MC Hammer and Bill Nye.
The agency's legendary duo and some of its top creatives explain the secrets to making a hundred million people laugh.
