Ahead of Super Bowl 51, The Drum has asked some of the industry’s most influential people to reflect on their favorite Super Bowl ad of all time and discuss why it stands out to them.
We’ve also asked them to give their thoughts on whether they think social media has helped or hurt the effectiveness of the coveted Super Bowl spot. Over the past few years, many brands have chosen to leverage the power of social media by teasing or releasing their Super Bowl spots online days before the game in hopes of garnering additional buzz and maximizing reach – but a good number of brands still prefer to take the traditional route of surprising viewers on game day.
Up until the Super Bowl, we’ll be featuring responses from agency founders, creatives and CEOs. Today we feature Jamie Barrett, founder and executive creative director of Barrett SF. Below, find out why Nike's "Heritage" is his favorite Super Bowl ad.
What is your favorite Super Bowl ad of all time?
Most people may not remember it, but i'd go with Nike "Heritage."
Why did you love it? What made it stand out?
It was the early 90's, and Nike's first appearance in the Super Bowl. In a sea of thirty-second fart jokes, they ran a commercial that was ninety-seconds of a man running through a city at night. So, yeah, it stood out.
In your opinion, was it ultimately a success for the brand?
Yes. The commercial ranked in the top ten in the USA Today poll, which at the time meant everything. And Nike has gone on to do reasonably well as a brand.
What do you hope to see from this year’s crop of Super Bowl ads?
Something that I still remember ten years from now.
Social media has changed the way brands approach their Super Bowl advertising strategies. Do you think social media has helped or hurt the effectiveness of Super Bowl spots?
For me, social media has sucked the drama out of watching Super Bowl spots. Brands are so eager to get a return on investment, they're releasing the pre-teaser that promotes the teaser that tees up the spot that runs eight times during the pre-game show. You get more eyeballs, but you sacrifice impact.
To read the other interviews in our series, click here.
To find out which brands are advertising in the Super Bowl this year, visit The Drum's dedicated page here.