Digiday Podcast: ‘Whassup’ creator Vinny Warren on the enduring appeal of Super Bowl ads

This week on the Digiday Podcast we talk with Vinny Warren, the creative director behind Budweiser’s famous “Whassup?” campaign, about the changing face of Super Bowl advertising. Warren weighs in on whether YouTube has changed the format he had such success with. Also: Was the GoDaddy ad really that bad? And should brands use puppies to advertise beer?

Email us with comments and suggestions at podcast@digiday.com.

Subscribe: iTunes | RSS | Soundcloud

Episode 3: Superb Owl Sunday

Highlights:

Is the Super Bowl still worth it?
Getting your brand message front of over 100 million people doesn’t come cheap. This year’s Super Bowl advertisers shelled out $4.5 million  for the game’s 30-second spots. And while many advertisers see it as a sound investment, some brands and agencies are thinking twice. “Super Bowl ads are the price brands pay for 364 days of irrelevance,” wrote Deep Focus CEO Ian Schafer. We discuss.

Sharing is caring
Super Bowl ads in the YouTube era have traded the element of surprise for the element of sharing. YouTube in particular has extended the shelf-life of Super Bowl ads beyond their 30-second windows — and most brands aren’t turning back. Warren argues the opposite: “If you have a good surprising spot, I’d say save it for the game.”

The power of “Whassup?”
Budweiser’s campaign became a cultural phenomenon that few, if any, campaigns have since managed to replicate. Most creatives would kill to include such a feat on their resume. But Warren, like a rockstar who peaked early, can’t seem to escape its orbit.

Can any brand be Oreo?
Probably not, but they’re all going to try anyway. Brands still salivate over Oreo’s infamous 2013 Super Bowl tweet, which many still consider to be the zenith of real-time marketing. We dig into why brands’ real-time marketing stunts (still) don’t work the way they expect them to.

Sponsored by: Bionic Advertising Systems
Intro music: Benny Reiner

https://digiday.com/?p=103912

More in Media

With a new ‘answer engine,’ Brave browser adds another generative AI tool for search

The privacy focused browser’s new tool is the latest to offer a synthesized summary for queries using its independent index.

NBA CMO Henault: How the league added music and fashion to its bench strength

Tammy Henault, CMO of the NBA, shared some of the strategies that helped the association stand out from other pro sports leagues.

‘Beginning to be the practical’: GE global CMO Linda Boff on the evolution of AI in marketing

Boff pointed to market research as an area where AI is beginning to have an impact, in a good way, on an industry feature that has lingered in the traditional.