Ben West on Absurdity & Fun at Super Bowl LI

Creative director at Framestore LA, Ben West boasts a CV full of exciting experiences, having helmed various Super Bowl spots throughout his career. 

shots caught up with West to find out how he views and expectations for this year's Big Game and to find out what his favourite ad of the season and of all time is.

How will you be celebrating the Big Game this year?

I'll be watching the game with a soft focus, drinking Mexican beer and eating German sausage like every other self respecting tailgater.

What’s the best Super Bowl pre-ad campaign you’ve seen this year?

Snickers' Curfew (below). It reminds me of growing up. It’s also my belief that everyone should be out there disappointing their father. Funny cause it’s true.

And your all-time favourite Super Bowl ad?

Snickers “You’re not you…” has been owning it but a tough choice with Skittles. I’m a sucker for absurd so Doritos Finger Cleaner (below) is a winner for me.

What’s the most significant change you’ve seen in Super Bowl advertising throughout your career?

VFX has become a big part of the storytelling. No matter the genre, clever effects have augmented the otherwise normal, embracing the over the top nature of Super Bowl. 

What are you expecting to see at this year’s Big Game.

A lotta Gaga. Super Bowl has a three act structure. Game, Halftime and Ads. Even though I have no idea who is playing, I always end up barracking for someone. Usually it’s the losing side.

Tell us about one of your personal/professional Super Bowl experiences that most people won’t know…

When I directed Pepsi’s 2015 Super Bowl spot (below) we had a wardrobe malfunction that didn’t make the cut.

What’s the most inspiring thing about the Super Bowl and why?

It’s a time when the whole country comes together to celebrate in an absurdly epic way.  It’s the pinnacle of entertainment, a complete spectacle, totally excessive and the one moment of the year advertising surrenders to being fun.

Who do you think is going to win the Super Bowl ads?

Probably something overly sentimental and patriotic. In other words, not the one I would pick.