Our Latest & Greatest Ideas

Every now and then, there comes a good ad that breaks out of the four television walls and into popular culture. These ads grab our attention, and stay with us, for many reasons. They captivate us visually. They offer refreshing candor. Or, perhaps it's an annoying-but-catchy jingle that we can't forget. Others still stick with us because of their poignant messages. It's for the latter reason that a 2002 Saturn ad began recirculating recently. But, not for the message you'd think.

When was the last time you had a Kodak moment? Or sent a BBM on Blackberry? Or ate at a Quiznos? These brands are headed towards extinction. Why? Largely because they didn't spend enough time asking questions. They were busy telling others what they needed. Quiznos neglected the trend of consumer choice with pre-designed, hot-only subs. Blackberry was convinced consumers wanted traditional keyboards on mobile devices. Kodak discredited the appeal of digital film. In journalism, there's an expression, "Show, don't tell." In branding, the expression should be, "Listen, don't talk."

The Super Bowl can be a career-defining moment. For coaches, players, and even halftime performers, it's truly a make or break moment. Every second counts. The lights shine equally bright for the commercials aired during the Super Bowl, and those responsible for their creation. This year, NBC will average more than $5 million for a 30-second spot, equivalent to 10 times the cost of a comparable ad in the 2016 World Series. But, what about business-to-business companies? Is the level of exposure worth $5 million?