{"id":27827,"date":"2025-02-24T09:43:26","date_gmt":"2025-02-24T17:43:26","guid":{"rendered":"https:\/\/presskitchen.com\/?p=27827"},"modified":"2026-01-28T09:50:05","modified_gmt":"2026-01-28T09:50:05","slug":"zambezis-gavin-lester-in-adage-why-every-ad-should-feel-like-a-super-bowl-commercial","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/zambezis-gavin-lester-in-adage-why-every-ad-should-feel-like-a-super-bowl-commercial\/","title":{"rendered":"Zambezi’s Gavin Lester in AdAge: Why every ad should feel like a Super Bowl commercial"},"content":{"rendered":"

\"\"By Gavin Lester. Partner and Chief Creative Officer, Zambezi<\/p>\n

Published on February 24, 2025.<\/p>\n

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Don\u2019t save your best ideas for just one day a year<\/strong><\/em><\/div>\n<\/div>\n<\/div>\n<\/div>\n
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Credit: Adrian Curiel\/Unsplash<\/p>\n

Brands and agencies need to think of ads less like commercials and more like entertainment that resonates in culture.<\/strong><\/p>\n<\/div>\n

If you ask children if they want it to be their birthday every day, most will probably say yes.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Ad creatives can\u2019t make that happen, but with a mindset shift, we could deliver another kind of celebration. Ask if they want it to be the Super Bowl every day, and you would probably get another yes. So, why isn\u2019t it?<\/p>\n

Most Super Bowl commercials are showstoppers. Audiences don\u2019t care if they represent the right target\u2014only whether the spots are interesting, inventive or emotionally resonant. If the creative craft is loud and interesting, the ad will get people talking about your brand\u2014which is the point of what we do.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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The industry shouldn\u2019t reserve its pinnacle of creative expression for just one moment out of the year. The onus falls on both creative teams and clients to collaborate with trust. To accomplish that, we need to overhaul how agencies and clients create together. Let\u2019s start here:<\/p>\n

Don\u2019t budget your creative thinking<\/strong><\/h4>\n

\u201cYes, but the budget \u2026\u201d is one of the more soul-crushing things I hear when I\u2019m on a brainstorming roll. I understand the Super Bowl is special. For once, ads aren\u2019t the bathroom break; for many, they\u2019re the centerpiece, earning eyeballs because they’re equally entertaining (or in this year\u2019s case, more entertaining).<\/p>\n

And we built that perception ourselves. Creatives can\u2019t put their best ideas under lock and key because we fear budget constraints, client judgment or a \u201cno.\u201d Present them anyway. If we have to reduce the scope, remove the cameo or limit the airtime, we can make those calls later. But the seed of a big idea would remain.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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It may feel like the best ideas need multimillion-dollar budgets, but a big media spend alone doesn\u2019t deliver Super Bowl-level creativity and quality.<\/p>\n

Brands should understand that big ideas pay sharper dividends. We understand clients care about marketing results such as revenue and reputation\u2014which creates caution. Caution seems responsible, but it\u2019s irresponsible not to unleash your creative talent and let them make their noisiest work. With the Super Bowl reminding us annually which ads work and which fall flat, following a subpar path is illogical.<\/p>\n

Create for 127 million people \u2026 even when there aren\u2019t<\/strong><\/h4>\n

Clients should let creatives run wild with big ideas even when 127 million people aren\u2019t watching.<\/p>\n

Brands may wonder if creative intensity is worth the effort when they don\u2019t reach as many viewers on a regular day. I ask: Is a smaller audience less deserving of creatively interesting work? The Super Bowl proves that loud creative is more successful than any other kind, so why wouldn\u2019t you pursue it no matter the audience size?<\/p>\n

This brings me to creatives. If you want your ads to generate buzz, know what they\u2019re airing and streaming and posting against.<\/p>\n

In the Big Game, every brand targets every viewer rather than specific audiences at specific times. Keep doing that: Not only do you reach your consumers, but you open your marketing to everyone else for attention-grabbing discussion. Audience size is in flux anyway, with people who cross-share the best ads on digital platforms. If your ad is entertaining enough to share, it will reach beyond your target scope regardless.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Brand success during the Super Bowl demonstrates how to approach the best creative executions. Metrics turn into belly laughs and tears or, in 2025, puzzlement at a dancing tongue and fleshy hats. More reactions and conversation mean successful execution.<\/p>\n

The rest of the year, our marketing returns to custodial \u201cbusiness as usual.\u201d We go back to pushing product benefits because clients tend to soften creative ideas instead of sharpening them\u2014even though ads worth talking about build brand awareness and drive revenue.<\/p>\n

Brands and agencies need to think of ads less like commercials and more like entertainment that resonates in culture. The word advertising almost limits our output and expectations, whereas during the Super Bowl, those ads are on the same playing field as the game and halftime show.<\/p>\n

Creatives and clients need to remind themselves that the Super Bowl isn\u2019t the only place to make great advertising. If brands let ad creatives do what they do best, we could always get Super Bowl-level work and recognition. If it could be the Super Bowl every day, when maybe sticking around through the commercial break could become the norm, not the exception.<\/p>\n

Read the full article HERE<\/strong><\/a>.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

By Gavin Lester. Partner and Chief Creative Officer, Zambezi Published on February 24, 2025. Don\u2019t save your best ideas for just one day a year Credit: Adrian Curiel\/Unsplash Brands and agencies need to think of…<\/p>\n","protected":false},"author":2,"featured_media":27828,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,4333],"tags":[4648,4649,210,248,249,261,262,263,319,2679,4645,4646,4647],"class_list":["post-27827","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-zambezi","tag-gavin-lester","tag-zambezis-gavin-lester","tag-creative","tag-ad","tag-advertising","tag-commercial","tag-commercials","tag-creativity","tag-adage","tag-super-bowl-commercial","tag-ad-ideation","tag-cco","tag-chief-creative-officer"],"yoast_head":"\nZambezi's Gavin Lester in AdAge: Why every ad should feel like a Super Bowl commercial - Press Kitchen<\/title>\n<meta name=\"description\" content=\"Zambezi's Gavin Lester in AdAge: Why every ad 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