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A Super Bowl Ad Powerful Enough to Influence Lives

Posted on February 8, 2013 and read 1,187 times

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renatabio A Super Bowl Ad Powerful Enough to Influence LivesRenata Florio
Chief Creative Officer
Wing

In the weeks leading up to Super Bowl Sunday, there was great debate in the marketing community (and beyond) about whether releasing spots in advance of the Big Game was a smart strategy to leverage a $3.5 million investment, or, if by eliminating the element of surprise, something was lost.

Great creative can influence lives in powerful and beautiful ways, so in my opinion, the sooner these spots air, the better – especially for the next generation of storytellers in the U.S. and beyond.

Although the Super Bowl seems U.S.-focused, its fame crossed the seas all the way to Brazil years ago.

While I was a senior in high school, I snuck into a class at a Communications University in Sao Paulo, Brazil, where they were showing famous spots to students. After a brief explanation from the Professor about Linguistics and how to communicate to people, the lights went off and BAM –there it was – filling the room with its revolutionary and brave approach. It was so strong it took the audience some time to react.

It was not only semiotics. It was metalinguistic, metaphorical and whatever other linguistic term you might want to use.  It was also the first, and maybe only, case where you could say “read the book, watch the TV spot.” The ad was “1984,” for Apple/Macintosh’s launch, which aired for the first time during a Super Bowl break.

I read George Orwell and knew what 1984 was about, but I didn’t feel emotionally connected to it. Sitting in that classroom in Brazil, we all got the message: Macintosh was bringing freedom, the so-called freedom the main character of 1984 so desperately needed.

Though I was deeply inspired by the “1984” spot, it took me some time to realize how meaningful it would be to my life. After high school I took the semiotics route. I received a degree in Language and Literature and became a teacher (likely inspired by my linguistics professor, maybe?).

First I was a Portuguese teacher, then a writing teacher, and finally a writing teacher for advertising. I eventually decided to do a little writing for advertising myself and became a copywriter, then became a creative director, and now am a Chief Creative Officer. When I reflect on the trajectory of my career, I know it was “1984” that planted the seed of the advertising profession in my mind.

Super Bowl spots are one of the great sources of inspiration for the future generations of creatives, copywriters, and designers around the world. Making them easily sharable and accessible is not only good business, it’s our most powerful recruitment tool.






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