Simon Veksner: Super Bowl Supercraft

By Simon Veksner

Not sure which football teams are playing, but I sure as hell know that VW is up against Kia, Hyundai, and a hundred others!

There’ll be a lot of analysis of the Super Bowl ads, but it will mostly be superficial. People will say “I liked this one” or “I liked that one.” There might be the occasional comment on the idea or the strategy, but not a lot.

And we definitely won’t talk enough about craft.

At the end of the day, that’s what consumers consume. Not the idea or the strategy. They consume the music, the performances, the cinematography, and most of all – the storytelling.

So I thought it might be fun to go into a little depth about the craft of one single spot, an ad that I reckon has been expertly crafted. READ ON…