Super Bowl advertising serves two distinct strategic purposes. For new or unknown companies, the goal is to achieve massive, instant brand awareness. For established, well-known brands like Raisin Bran, the ad serves to re-engage consumers and regain top-of-mind relevance in a crowded market.
Despite the high price, GaryVee argues no other platform, including Meta or TikTok, can guarantee 100 million viewers for a 30-second spot at that cost. The media buy itself is an unparalleled deal for attention. However, the ultimate success or failure of the investment hinges entirely on the quality and impact of the ad's creative.
GaryVee predicts that widespread public fear of job loss due to AI will create a negative sentiment towards brands that visibly use it in advertising. This consumer backlash, which has already affected brands like McDonald's, will cause a 24-36 month pullback from AI in major campaigns, despite the technology being ready.