Masters of Scale Super Bowl ads, Bad Bunny, and the business of cultural risk, with Autodesk’s Dara Treseder
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Feb 10, 2026 
Dara Treseder, Autodesk CMO and seasoned marketing leader, breaks down Super Bowl ad winners and losers. She dissects simplicity, sincerity, and statement-making in big-budget spots. She weighs celebrity ROI, Anthropic’s bold AI play, and Bad Bunny’s halftime authenticity. She also discusses cultural risk, global branding decisions, and leading with joy.
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Use Celebrity Only When Necessary
- Avoid using celebrities unless their presence is essential to the story or brand truth.
- Ask 'why' before casting stars and skip celebrity clutter that dilutes your message.
Family Reaction To A Levi’s Spot
- Dara recounts her son's reaction to the Levi's ad focusing on bodies and uniqueness.
- The spot provoked family conversation and illustrated how simple creative can cut through generational lines.
Culture And Strategy Must Align
- Effective ads sit on a bedrock of business strategy and cultural insight simultaneously.
- Rocket/Redfin's use of 'Will You Be My Neighbor' with Lady Gaga fused tone, timing, and business purpose successfully.