Every Brand Spent $20M on 30 Seconds. Levi's Bought the Whole Super Bowl.

Most Super Bowl ads failed before they aired. Dr. Marcus Collins explains why. We break down the Super Bowl as a cultural spectacle: the ads, the Bad Bunny halftime show, and the Levi's strategy that no one is talking about.

Key takeaways:

• Why Marcus felt bad for every marketer who ran a Super Bowl ad this year
• The Lay's ad was beautiful. Marcus saw a father handing his daughter a lifetime of debt.
• How Levi's turned a 30-second spot, a stadium, a popup, and a halftime show into one integrated play
• "This is not a 32-second ad. This is a constellation of nodes that together tell the story only Levi's could."
• What Anthropic understood about the group chat that OpenAI and Google missed
• Bad Bunny performed for 120 million viewers at home, not the 70,000 in the stadium, and that was the point

Associated Links:

• Catch our Super Bowl ad analysis in our Things We're Overthinking newsletter.
• Follow From the Culture, hosted by Dr. Marcus Collins and Amanda Slavin
• Buy For the Culture on Amazon
• Check out Future Commerce on YouTube
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• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

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