The dynamics behind Wheelhouse Creative LLC’s creative Super Bowl ads
One of the most challenging – and exciting — projects we receive at Wheelhouse Creative LLC is crafting a Super Bowl commercial.
We work hard to collaborate with a business to push across their message in an eye-catching way in a very important time slot. It’s a labor of love. But make no mistake, there’s labor involved.
Just ask Wheelhouse creative director Joe Monahan.
“The first step is to come up with the idea,” Monahan said. “It has to be practical enough to fit within whatever time frame you have to produce it; it has to deliver the message; and hopefully, it’s memorable enough to stick in the viewer’s mind.”
Of course, Creative is our surname. It’s why our company is hailed around West Virginia and the northeast. But there’s no road map (OK, or Waze) for sparking creativity for the work.
“While there are processes we try to follow to spark creativity, creativity itself has no real process,” Monahan said. “It can come from a planned brainstorming session, or it can strike you while sitting at a traffic light on your way home — the proverbial ‘ah-ha!’ moment. Then, once we have a direction, we talk it out and refine it.”
Many articles have been written about the cost of Super Bowl ads. They are certainly not cheap. But they are definitely effective. Consider that days after Kansas City won, people are still talking about commercials like the Ben Affleck, Matt Damon, and Jennifer Lopez Dunkin’ Donuts (starring the DunKings) ad.
“The Super Bowl is the one program you know will have millions of eyes,” Monahan said. “As such, advertisers want to be in front of them. Viewers now also watch for the commercials, which is a departure from most other programs. Therefore, the competition for the memorability factor goes through the roof, with advertisers trying to outdo one another with scale or creativity.”
Monahan pointed to the moment commercials became part of the Super Bowl experience.
“Budweiser was the first advertiser I remember that started this whole competition with their football playing horses,” he said. “Since then, budgets have gotten bigger and bigger until last year when a crypto company broke the internet with their simple QR code on a screen concept.
“You might think that wasn’t creative, but I call that creative simplicity. When everyone is going one direction, you stand out by going the other.”
Those familiar with Wheelhouse always look forward to our Bordas & Bordas law firm Super Bowl ads. This year, there was that touch of simplicity mixed with our effects wizardry:
Everyone, though, seems to have a favorite.
“A client very recently told me his favorite ad Wheelhouse ever did for a Super Bowl was the Bordas and Bordas ‘Bad Things’ ad in which (managing partner) Jamie (Bordas) was sitting in front of the panel of TV screens. He said he thought that ad beautifully and simply conveyed the message about what the law firm does and was easy to understand.”
If you missed that commercial, check it out here:
“There’s a sense of pride knowing we succeeded with the message,” said Monahan.
It’s another example of why Wheelhouse Creative LLC should be in the forefront of your mind when wishing to grow your business.
“Wheelhouse is a place where creativity meets uncommon ability,” Monahan said. “If you can think of a concept, chances are we can do it.
“When the only obstacle is your imagination, give us a call!”
That number: 304-905-6005. We’d love to hear from you today!
