Super Bowl Special: Heather Chambers

Will you be watching the Super Bowl this year? And if so, where?

I’ll be watching in Cincinnati with the team who worked on the Mr. Clean Super Bowl work this year.

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

There are a few I’m looking forward to seeing. The Budweiser historical spot looks epic. The Snicker’s teaser for their live spot has really peaked my curiosity. And I love the writing in the Pistachio ads.

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

I’m expecting to see some great storytelling, some really funny work and hopefully some positive conversations in social feeds.

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

The most inspiring thing about creating work for the Super Bowl is knowing the company you’ll be in and wanting to be at the top with the best of the best.

Heather Chambers; Leo Burnett's SVP Creative Director.

Some of the biggest brands are sitting this year out due to a reported dip in ratings. How do you think this will affect the quality of the ads that do participate?

While I can appreciate the business reason for some brands to opt out, the Super Bowl is still an enormous viewing audience that will be looking to be entertained, by the game, the half time show and the advertising. I don’t think the decision of a few brands to not participate will change the level of creativity audiences are used to tuning in for.

Which will you be using during the game - Facebook, Instagram or Twitter?

Yes, all three!

What’s the most significant change you’ve witnessed in marketing at the Super Bowl since you started watching it?

So much has changed…it’s no longer a big reveal the day of. There’s the pre-game leaks of the work, the real-time activity during the game, the social interaction between brands, players, audiences, celebrities. And then there’s all the measurements and assessments being made to determine who did it best, which marketing was considered the winner of the Game.