Lucky Generals Creative on the Highs & Lows of the Super Bowl

What's your favourite Super Bowl ad from 2018?

Tide and Tourism Australia (below); both were funny and original, and both successfully fooled me. The Tide spots got me every time and the Tourism Australia spot got me so successfully that I had to double check that it definitely wasn't a real movie.

What's your all-time favourite Super Bowl ad?

The obvious choices are probably obvious for a reason. It’s a toss up between Old Spice’s The Man Your Man Could Smell Like and VW’s The Force. The Man Your Man Could Smell like is so good. It’s brilliantly weird without ever feeling like it’s being ‘random’. The kind of ad that everyone wishes they’d come up with and many have tried to re-come up with since. Look at your ad, now back to Old Spice, now back to yours, now back to Old Spice.

Which did you use most during the Big Game - Facebook, Instagram or Twitter?

I used Google; so that I appeared as though I knew what was going on and Instagram to catch up on memes when play stopped.

It’s nice to be reminded that traditional broadcast television can still be really powerful.

What was the most inspiring thing about the Super Bowl for you? And why?

It’s nice to be reminded that traditional broadcast television can still be really powerful; anything that gets everyone together watching the same thing at the same time is cool. It creates a special kind of excitement that you can’t find anywhere else. It’s also fun to watch big bastards smash the shit out of each other.

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

The most significant change will be that we had an ad air in Q4! [Amazon’s 90-second epic spot featuring a star studded line up including Cardi B, Antony Hopkins, Gordon Ramsay and Jeff Bezos]. I’ve only ever caught the highlights as it’s very late to stay up on a school night. This year I’ve been getting more into it and I’m looking forward to watching it live for the first time. I imagine soon I’ll be out in the ‘backyard’ throwing around the ‘old pig skin’ with my ‘buddies’.

If there was one thing you could change about the advertising industry during the Super Bowl, what would it be?

Bit hypocritical this as we’ve just done the opposite, but I think it would be fun if everyone agreed to not put their ads out until the Super Bowl itself. It reminds me of peeking at your Christmas presents mid December... You find out what you’re getting early but you don’t get the same excitement on the big day.

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

I wouldn’t say I’m biggest Prince fan but when he died I found myself watching his halftime show from Super Bowl 41 and shedding a little tear. I challenge the sourest of sour pusses to not feel anything when it starts pouring down in the middle of Purple Rain.