Super Bowl Specials: Noam Murro

It may only be Monday, but the teasers are coming in thick and fast, weekend plans are already on the tips of tongues and Channel 4 is plotting a nationwide sickie in the name of the game. It can only mean one thing; Super Bowl XLVIII is upon us and this week our attention turns to the big event with the top commercials, insight and comment from key industry figures involved this year.

Directing a spot at the Super Bowl is a big gig for a director, and in a series of interviews focussed on the talent behind some of the most iconic spots to air at the event over the years, we’ll be getting their views and insight on what it means to them, how the approach has changed, plus the team they’re tipping to win.

First up, Biscuit Filmworks’ Noam Murro, the man behind last year’s Viva Young campaign for Taco Bell and other memorable spots for Time Warner, Chevy Silverado and Kia, tells us to expect the usual slew of oddball antics with a focus on animals, how important a traditional TVC is to the game and which team will be crowned king at this year’s event.

What does the Super Bowl mean to you?

Babies, dogs, monkeys, Clydesdales, lizards, old ladies falling down — Ibsen it's not.

How much more pressure is involved in shooting for the Super Bowl?

Honestly no more pressure than any other shoot – every time you go out there you want to come back with something good.

Will events like this and the Oscars always warrant demand for the traditional 30-second TVC?

God, I hope so. Traditional broadcast lives and dies on live events. As long as these exist, there will be a need for it. It's part of the culture.

How has advertising at the Super Bowl changed over the years from what you’ve seen?

I think the Dalmatian is out and maybe the monkey too.

What’s the recipe for Super Bowl success for an advertiser?

A good, conceptual, populist ad. And it never hurts if your product is actually good too.

How high is shooting a Super Bowl ad placed on a director’s achievement scale?

That's not the bar for me. Great work is great work no matter where it appears first. The Super Bowl just means more eyeballs are going to judge your failure or success.

Where will you be watching on Sunday and what team are you rooting for?

For me it's the Seahawks. They are just better looking men and their uniforms seem to fit better around the important parts. I'll be watching at home so I can double-dip.