“Having an ad in the Super Bowl is very high pressure,” says Scott Bell, chief creative officer of the advertising company Droga5, from their office in New York City. “It’s the one thing you do when you know everyone is going to talk about it and have an opinion. The rest of the year, nobody cares. For the Super Bowl, everybody cares!”
So it goes in the life of the advertising companies that try to grab America’s attention every year with a slate of eye-popping ads during the sole night of the year when the commercials in between are just as important, and for some even more important, than the actual game itself. That’s part of the reason why 30-second ad slots for Super Bowl LVII were selling for over $7m.
