The CMO Podcast The Super Bowl Advertiser RoundUp with Gary Vaynerchuk
Feb 10, 2026
Ahmed “Meddy” Iqbal, Cadillac F1 marketing lead known for bold experiential reveals. Gail Horwood, Novartis marketing and CX chief focused on behavior-change campaigns. Gary Vaynerchuk, entrepreneur and social marketing strategist. They discuss Super Bowl activations, experiential production as content factories, celebrity use versus brand recall, social surround strategies, and turning momentary attention into lasting momentum.
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Experiential Events Are Production Days
- Gary observed that brands now use experiential activations as content-production days to amplify Super Bowl spend.
- He noted brands get smarter about influencer programming and extracting social creative from experiences.
Use Surround Sound For Big Moments
- Gary advised using 'surround sound' social and PR so a Super Bowl spot doesn't live in isolation.
- He warned never to let a celebrity overshadow the brand and to make the brand central in the creative.
Team Moments Trump The Glitz
- Steven Saenen described the emotional payoff of sharing the Super Bowl culmination with the in-person team.
- He said those family moments with the crew were the most rewarding part of the weekend.