How Ogilvy Created 3 of the Buzziest Tremendous Bowl Advertisements


Having Beyoncé because the star of your Tremendous Bowl advert doesn’t routinely make it a winner. Wait, sure it does.

Except for having considered one of music and popular culture’s largest stars as the middle of the Verizon marketing campaign, international company Ogilvy helped win the evening with two different nationwide advertisements from CeraVe and Dove, together with two spots within the Canadian broadcast and two good advertisements from Whole by Verizon and Audi within the Spanish-language broadcast on Univision. Add in a single viral social marketing campaign across the sport that referenced one other pop star, and Ogilvy primarily received the sport.

It’s a approach that Ogilvy has stepped up as one of the crucial profitable international companies, profitable a number of accounts during the last 12 months and being named ADWEEK’s International Company of the Yr in 2023.

“The Tremendous Bowl matches into an even bigger strategic dialog, which is how do you present up in tradition in ways in which turn into actually genuine and significant for the model? As a result of right this moment, we’re not residing in a world of paid; we’re actually residing in a world the place manufacturers must affiliate themselves with tradition,” Devika Bulchandani, international CEO at Ogilvy, instructed ADWEEK.

It takes a community

Pulling off that many advertisements in a number of markets and languages takes a whole community, and fortunately Ogilvy has robust inventive in all corners of the globe.

“It’s a profit of getting an enormous international community. These are the moments if you’re so grateful and fortunate to have a corporation of the worldwide scale of Ogilvy with creativity within the DNA as a result of it takes lots of people from all totally different backgrounds, and capabilities,” Liz Taylor, international chief inventive officer at Ogilvy, instructed ADWEEK.

Taylor praised everybody within the Ogilvy community, from social and PR specialists to creatives and information scientists and the crew at David, Ogilvy’s boutique company. She can also be grateful for the purchasers for taking probabilities on not solely an enormous spend, however being keen to be boldly inventive on the most important stage.

Taylor and Bulchandani additionally praised Chris Beresford-Hill, president of promoting, North America at Ogilvy, who was instrumental in lots of the campaigns. He lately moved to BBDO to be CCO of the Americas.

“We despatched him off with numerous love, appreciation and gratitude, and we want him properly. He made us higher,” mentioned Taylor.

Beresford-Hill was happy with the work that he helped put out at Ogilvy and recommended the crew.

“When Ogilvy wins, we do it collectively. The quantity of individuals, disciplines and places of work that got here collectively to ship this unbelievable vary of labor is testomony to that, and one thing I’ll all the time be happy with being a part of,” Beresford-Hill instructed ADWEEK.