Masters of Scale GaryVee on how to make Super Bowl ads that are actually funny
8 snips
Feb 7, 2026 
Gary Vaynerchuk, entrepreneur and CEO of VaynerMedia known for bold marketing and Super Bowl ads. He explains the Will Shatner Raisin Bran spot and the creative risk behind it. He breaks down social surround sound, rapid testing with social variants, and why live shopping and social-first creative are urgent priorities for CMOs.
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Will Shat: A Risky Creative Win
- Gary Vaynerchuk described the Raisin Bran Super Bowl spot built around William Shatner and poop/fiber humor.
- He credited his creative team for the “Will Shat” idea and emphasized giving talented people room to cook.
When Current Events Force A Recut
- Gary recounted redoing a JLo Hard Rock Hotel spot after Kobe Bryant's death because the original included a helicopter.
- He used it to illustrate how unpredictable Super Bowl commercial land can be.
Treat The Super Bowl As A Social Launchpad
- Treat a Super Bowl spot as a launchpad and plan many targeted social variations around it.
- Use social to run dozens of purposeful low-cost passes and gather quant and qual data to optimize reach.