The Super Bowl Advertiser RoundUp with Gary Vaynerchuk

25:48But then you mentioned brand recall. And so that's really how we're thinking of offsetting the risk of this being this Scarlett Johansson ad for sure. So we are very intentional about starting with the product and the brand. I go back to saltiness as a platform. That's why it works so well. And the payoff also has to really resonate in terms of what the brand stands for, which is to bring people together, whether they're salty or not. And then we are very deliberate about having all the right branding cues all throughout the spot. So making sure that people actually attribute what we do to RITs and so far from what we're seeing, so far so good, that's really important to us.

26:29So you said you'd give yourself an 8 out of 10 when we opened it up. What would you do to get it to a 10 out of 10? I think it's year over year. I always think it was like you have the creative at the core and then you have the surround, right? We're trying to amp up the creative and dial up that energy, etc. We have a little ways to go there also. But specifically in terms of the surround, there's more for us to do. Gary, you mentioned experiential. I think that's still white space for us, to be perfectly honest. And for you, right, I'm sorry to interrupt, if you decide to do LA for everyone, I mean, to me, it's like, if you're going to do the soup bowl like that, like, I don't know, give away a trillion Ritz crackers, like literally let no human in Los Angeles not consume it during that three, four day window.

27:14Because I really do, you know, as a marketer, I say this, this might be a little wild, but I think a lot more money should be put into trial and sampling and not at the, and not at the grocery or retail level, because they're going to tax you to death, more just like experiential. And I think Super Bowl is one of those places. Like if I go to LA next year and just like Ritz crackers are being handed out by 40 ,000 people they hired for the weekend, I'm going to be very happy because I think it's right. I think it's, it's a way to reinforce and trial is incredibly underrated by us consumer package.

27:46Good people. Just like once, you know, there's a lot of people who haven't had a Ritz in seven years. I'm like, wait a minute, this is salty. 100%. And, you know, next year is Super Bowl 61. So maybe we do 61 million crackers. We sell 33 billion crackers each year. So for the record, I have lots of writs in my house, Steve. And I have lots of writs because I have granddaughters now and it's a perfect cracker for, you know, it's delicious, buttery, it crumbles. So anyway, we got lots of them around here. And by the way, Melissa Niemeyer at Deloitte had thrown in a question for you. And it was about how did you build off last year's learning to reach your success?

28:21And I think you've talked that. You've nailed that. So I want to bring in So Young to this. You're also a podcast alum. You got promoted to president last year, as Stephen did. And by the way, here's trivia. You two got promoted the same month. Oh, that's cool. There you go. We need a club celebration, Stephen. It sounds like more people need to get on your podcast. It sounds like they're a podcast guest to get promoted. It's definitely an accelerator. Thank you, Gary. So listen, you also came back two consecutive years like Ritz. And I want to channel, you know, Melissa's question from Deloitte.

28:59Last year you went out. What did you learn? How did you apply that? And I think what's interesting for you is you have a very different creative execution this year. Whereas Stevens, I think, was in the same platform. So let's start with that. Let's look back. What did you learn last year and how did you apply it to this year, Soyoung? Yeah. I think what we learned last year was, first of all, that the Super Bowl is a very unique period in time when you have this collective attention of so many people that if you have the right creative and you have the right strategy and you can make that moment incredibly impactful, it's an unbelievable ROI that you can get.

29:36And we do know that through all of the measurement that we did. And we saw actual in-store sales lift in our product for weeks after airing that spot last year. And so we were looking to recreate that magic, but we really felt like, similar to the comments that Steven made, that we could create more surround sound opportunities around that singular moment so that you can make that investment last a bit longer. So this year, we did this partnership with Mikey Day and with the Is It Cake franchise. The whole insight within it was that EOS products make you smell like a cupcake. And so we took that a bit further and said, well, what if people couldn't actually tell the difference between you and a cupcake and place that within the context of the Is It Cake franchise?

30:20And so even leading up to the Super Bowl, we had the surround sound elements like we had EOS cakes that actually look like products that we were selling through a partnership nationally and created that buzz and that excitement around EOS. You really can't tell the difference between EOS and Kate. So that drove a lot of social engagement. So we saw this lift in social engagement across all of our platforms and gave us the best possible launching pad for entering into the big game. I think that while the creative may have shifted, I think that insight is something that we're always looking for in any of the work that we do, where we look for something that we learn directly from our fan base, and then we know it's true.

31:02If it's not coming from us, if it's something that we're hearing from the outside in. And then we can create a strategy around that and anchor our creative around that. We feel really good that it's anchoring in a human truth in this cake. And in this case that EOS makes you smell like a cake. Gary, do you want to smell like a cake? I do smell like a cake, Jim. I smell like a cake 24 seven. So I've been on this cake for a while. You know, I tend to be on trend early. So which I smell like different cakes at different time, Jim. But yes, not only do I want to, I've been on this kick for about seven to eight years.

31:36You're a trendsetter, Gary. Yeah, of course he is. So, before we leave you, Stephen, talk about the retail activation and how that works so well for them. And could you talk a bit more, you referenced that, a bit more about how you've activated this outside the confines of the weekend? Well, we're a slightly different category. Because I actually believe, and I agree really strongly, Gary, with you that sampling and trial is incredibly important. For us, though, our product actually is, to some extent, sampleable in store in a way that, for example, you can't open up a package of Ritz crackers.

32:09But we often see that consumer behavior in store for our product is they open up the bottle, they take a sniff, and if they like it, they'll purchase it. For us, that drive to store and that stickiness to actually get into stores and try the product is incredibly important. The one thing that we need to be able to deliver as a marketing team is that confidence among our retail partners so that they know that we are going to have that pull to be able to push consumers to get into the stores to try the product. For us, it's really about getting that football across into our customers.

32:50We all want to stay ahead of the digital curve. And IAB, the Interactive Advertising Bureau, invites you to do just that at the 2026 IAB Annual Leadership Meeting in Palm Springs on February 1st through 3rd. If you're a qualified consumer brand or agency leader, you can access free passes and travel vouchers. And for everyone else, you can take$500 off your ticket with code ALMCMOPOD26. This is your chance to join a three-day gathering of the industry's brightest minds and boldest voices shaping the year ahead. You'll hear agenda-setting conversations, candid fireside chats, and dynamic breakouts on the topics that matter most, from AI and commerce media to measurement and addressability.

33:35This year's lineup concludes everyone from Kevin Bacon and Bozema St. John to creator Remy Bader, along with leaders from Forbes, Major League Soccer, General Motors, and Meta. Visit IAB.com slash ALM to learn more. And check out the link in the show notes to register and receive$500 off your ticket.

33:58So, Gail, we're going to move up to you. You've been at Novartis four and a half years as CMO and Chief Experience Officer. Last year, you leaned into breast cancer screening with a spunky, direct, excellent execution. I think you did it again this year on prostate cancer prevention, the blood test. Just excellent work. So you thread a tough needle two years in a row with tough topics in the creative showcase of the year, right? The Super Bowl. So could you talk a bit about what kind of culture process you have at Novartis that yields this kind of amazing creative work that I suspect you'll tell us has quite an impact.

34:39It does have an impact. And thanks. And, you know, behavior change at scale, there's nothing harder. And particularly with health behaviors, really, really tough. But what we've done is we've built a really strong foundation at Novartis. I had the good fortune to join and was given the remit to build a strong central marketing function. We had been a decentralized marketing function. So strong marketers, but no central core approach. And I don't believe work like this is possible without some of those foundations. So we built our own sort of system. We caught the elements of marketing. We were all trained and we've been really doubling down on creativity.

35:18I myself come from more of the creative side of the business. I started in media and worked at brands like, you know, Martha Stewart and InStyle. So an unlikely road for me to be here at a pharma company, but bringing all that I learned and all the best practices around consumer engagement and really building off an insight. So like the colleagues on this podcast, we really start with the insight. What is it? And then what is the behavioral barrier? What are we trying to change? Last year, the insight was really simple. Breasts are adored but ignored. So women spend a lot of time, a lot of people spend a lot of time thinking about women's breasts, but not necessarily when it matters most when they need to make a proactive health decision.

36:06You know, one in two women skip their annual mammograms in the U.S. And that's for a variety of reasons. But in this case, women know they should get, you know, they should get screened, but they get that life gets in the way, access gets in the way and other things. So we put together something that we felt met the moment. You know, you talk about the Super Bowl, 50 percent female audience or 47 percent female audience, the whole Taylor Swift effect. So we thought it was the right place to have that conversation at a broad scale. But you're right. It's a it's a really fine line and threading a needle in order to be humorous, get get into culture, but not, you know, strike, strike, you know, not be too provocative, but really have the focus beyond the message.

36:50And what I was excited to see and what we were really encouraged by is that through our own tracking and reports from our advocacy partners like Susan G. Komen, for example, women were taking that step. They were expressing intent to be screened. Millions came to the website to get reminders to be screened and to nudge their friends. So we had great confidence that this was a platform that could work. What was interesting is last year we had not announced our NFL partnership. So we were not NFL partners. So we kind of worked with the cheerleading community to bring that message to the Super Bowl.

37:28In the subsequent months, we announced an NFL partnership. And as we thought about leaning into proactive health choices for men this year and prostate cancer screening and really, you know, digging into why men aren't getting screened, we really wanted to lean into our NFL partnership and the football community. So that's sort of the two pieces led to this. You know, we did a lot of behavioral and insights research and got to the insight around men are avoiding the getting screened because of either fear or misunderstanding or lack of knowledge about the DRE, the digital rectal exam. So this idea that you can just start with a blood test and it is it is a starting point.

38:10You may you may need a DRE if something is uncovered. But the point is. Wait a minute. Oh, it's an important tool once you get screened. But the point is you can get screened and get peace of mind as an initial first step. So we kept the message really simple. I think the other thing that's important is to have authentic storytellers. So when you talk about celebrity, Gary, and we did use Gronk, it was about that relationship with coach Arians and that player coach relationship and the authenticity of that. It was such a deep cut, but you also had an audience of 30 million men. You know, they got way more men, but I'm going to say 30 million, maybe 40 million men that knew that that was his coach, you know, and probably another 25 to 30 million that recognize some of the secondary and tertiary celebrity tight ends.

39:03But for, but in, in a lot of ways, this is real. This was super interesting. What went through my mind. I appreciated that you used, and by the way, I'm big on this, lower cost. Sometimes it's awareness. You did both things, right, Gail? You guys did full awareness, which is obviously Super Bowl important. But I will say that one of the hardest things in television commercials and why I struggle with them outside of this platform is you tend to go vanilla and you're trying to be everything to everyone and you end up being nothing to no one. So relevance is incredibly hard in a 30 second video, right?

39:43It's just hard. Um, and I thought the way you did it, Gail, and obviously, you know, I know, you know, there's an audience watching, so you go to Gronk where everyone knew, you know, and knows here, but like Vernon, like you used very nerdy, you know, and again, that's the right spot. You've got a lot of diehard football fans. And I, I personally, as a human appreciated some of the other characters that were the other tight ends that were in it. And I think some of those were very good cost ROI if you negotiated well enough that I think you should have based on where their personal brands are right now.

40:15I thought that was really well done. Yeah, thanks. And it was really important to us to have a mix of current players and of legends. And so with Kittle and Colby, we have team deals with the Rams and the 49ers. So really what we're trying to do is build awareness to the point, but then activate where people are taking action. So we're doing screening events throughout the year. We've worked in, in fact, in connection with the Super Bowl, we did an amazing event with the 49ers where people are actually getting screened or have the opportunity to get screened, and they are. So it's not just the platform, but it's how are we enabling simplicity so people can take an action.

40:58And the work with the NFL is so important. We share that proactive health, that same value of getting people to make proactive health decisions and then leveraging the team and the current players as well as the legends. So there were a lot of layers in it, but I go back to, we built a marketing philosophy at Novartis and a set of tools that help us get to these deep insights, but then activated scale with creative at the core. I really believe so strongly in real people, real storytelling, real world experiences. And that's our, we have a create platform and it's central to that. It was beautiful storytelling.

41:38By the way, Bad Bunny's halftime show was beautiful storytelling. So it was a great night of storytelling on many fronts. And speaking of storytelling, Maddie, we're going to bring you into this. Now, this was a first, right? This first Super Bowl spot for Cadillac's F1 brand. First time, as you said, a Formula One team has advertised in the Super Bowl and revealed a car at the same livery at the same time. And I think you were only hired in October. Do I have that right? Yeah, end of October. Yeah, October 20th. Okay, right? Yeah. And I think you did not walk into an idea that was fully baked.

42:13You walked into, hey, we're going to be in the Super Bowl, get to work. So you did it. Congrats to you and your team. But let's start out with, are you happy with how everything went? Yeah, honestly, I've had the good fortune in my past career to sit, you know, on the side and watch a Super Bowl campaign at Audi that I've talked to Gary about in the past get created. So I know the process a little bit, right? But that's a four to five month process if you're lucky. and you can plan against it. And you're usually building off of a brand narrative that's already been placed. So here, yeah, we come in, you have 90 days to figure it out.

42:47Don't have a marketing team. Don't have an agency on board. Don't have an idea. Just know that we want to innovate, livery, reveal. So while learning F1 and then getting a team together and getting an agency on board, it was like everything else this amazing team is doing. It's a race against time, right? The same way the car is being built, the same way the team is being built, the Super Bowl campaign was being built. So it was a lot. It was a lot of work. And to your point, I think we're really, really happy with the outcome this far. We actually have more to come. We're not done yet. We actually, for the next couple of days, you're going to see some more stuff that connects because really by coincidence, we got really lucky.

43:23We had the Super Bowl spot and the livery reveal connected. That was very much so planned and our control. But the very first time the livery will be on track in preseason testing is actually starting today in Bahrain. And so we were like, we couldn't miss this opportunity to do, let's call it a curtain call and do something interesting to say, hey, as a user, as a consumer fan, you see the car, you know, first you see it in a TV spot. Then if you're in New York and, you know, you see it in person and then you see it in an out of home program. Now you see it running, doing sprints in Bahrain on the track.

43:57And so from a fan perspective, it's like, well, you get all this amazing content in, you know, three to four days. And so we wanted to make sure we connected all those dots. So to answer your question, I couldn't even do a one to 10 yet because I got to get to Wednesday afternoon and I'll be able to give you a proper answer. But there's a lot that had to be done in a very short amount of time. But, you know, as I'm learning the world of F1, everything happens under a lot of pressure at the last minute. So tell us about this idea. How did it happen? I mean, I get it going to the Super Bowl, like, you know, I get.

44:27But then you said, OK, we're going to do a parallel reveal. So what was the birth of that idea? Tell us about that. Yeah. So, I mean, first, Dan and Cassidy Towers had the idea back in August that they wanted to change the way livery reveals were done. This is the first one of the team. So we needed to make it big. We needed to make it important. So the Super Bowl spot idea was there. Then, you know, moving a little bit down the line, it's like, OK, well, is that enough? Right. Are people going to get it? Are people going to watch, you know, the 130 million people that watch Super Bowl every year?

44:57Are they going to see a spot of a Formula One car and understand why they should be paying attention and why they should care? And I think that started the conversation of, OK, well, we should probably invest more from a content perspective. And like Gary said, you know, like Raising Cane's does, they create these environments where it's really fun to be there in person. But really, the goal isn't to make it the most fun in person. The goal is to make it the most fun digitally. And that's to create a lot of great content to create that moment. So that was a conversation we had internally. Is this too much to do a second event?

45:26Do we have the bandwidth or does this feed into the same goal of what we're trying to do? and at the end of the day it was let's come up with an idea that innovates the way this is done but also changes the sports accessibility right um and f1 is a very you know it's a luxury sport it's an elevated sport it's the pinnacle of racing there's only 24 races and they're they're in cities all across the globe but so many of the fans across the world don't get a chance to either go to a race or experience it so we wanted to think about accessible ways to while still remaining elevated, accessible ways for people to experience the team.

45:58And to me, that comes through physical experience outside of off the track, but also great digital experience and a level of transparency that we can bring people in. And I think that's what we were endeavoring to achieve with the experience in Times Square. And what you'll see coming, and the cat's kind of out of the bag, we ran the headline that we are partnering with Apple on a shot on iPhone campaign around the Bahrain execution, which, yeah, which will be running. So the goal really is to find all different mediums to bring the sport and the team to new fans while paying homage to the core fandom right now i i would hope the the core f1 fans see this and they're like that's cool they're changing the way liveries are done while at the same time new fans that may have just seen the f1 movie maybe watch drive to survive maybe are just getting into it because they have a favorite driver are like oh that's really cool they're bringing it to me in a platform i like they're bringing to me in a place i'm comfortable and they're starting to pull me into their world.

46:53And that's really the thought behind it. Gary, you must love it. Yeah. Yeah. And I think the thing that I would say is the thing that most caught my attention in that beautiful rant was, I hope brands are starting to realize like everything's a production day. And I think once we understand that, like I just, it wouldn't be a session with me if I didn't rail on the old way of doing things. I mean, this idea of paying companies to come up with ideas on retainer just feels very antiquated. And then the second part that's antiquated is we spend an enormous amount of money to do a production in a fake environment.

47:32It just feels like there's a better way. And I think we're starting to get there. And it doesn't even require the Super Bowl. It just becomes a day-to-day way of life. And I think whether it's sampling, whether it's experiential, whether it's business meetings internally. I know weird stuff that I would, you know, that as you know, Jim, people made jokes of me about, or even when I, you know, called you out of the blue and said, you should do a CMO podcast. To me, it's the podcast is a production day for the social media clips, right? So I hope brands start getting more bang for their buck.

48:12Hi everybody. I'm Andrea Sullivan, the CEO of Vive. And we have produced the CMO podcast with Jim Stengel for many years. And I'm sitting in his seat right now. It's so exciting. I wanted to tell you a little bit about one of our programs that's called Vive by Vayner. It's a 12-month program that's designed for C-suiters and founders. And we want to help people to grow their businesses, but also to grow themselves. And so we bring in people from Shark Tank to talk to our founders, but we also focus on wellness. We want to make sure that people are leaning into becoming their best selves, their best and happiest selves.

48:53So if you are someone that wants to learn how to grow your business and grow yourself, check us out at vive.co. That's V-Y-V-E dot co. We'd love to talk to you.

49:10well luis let's turn to you i think you know how to get bang for your buck right yes so this is the this is your first year let's start with that what compelled you to make that decision we looked at tree hut right and we clearly realized that the brand is behaving like a big brand i mean we're we're we're a challenger brand right we're smaller social first brand but culturally, which is very, very important. We're behaving sometimes even better than some of these bigger brands, right? And that's the moment that we realize, okay, we don't have a big mass media moment, but we need to amplify what we currently have.

49:47We have this momentum with our community, with our creators, building that product love, right? And at some point, it was really more than the belief that we had internally and said, like, we need to share this with the masses and scaling the belief is what we aim to do. So I have a question from one of our community, Melanie Seaboard, actually at the research company Humanology. She asked, what gave you the confidence that the uncontained yourself creative idea and the integration of your creators was strong enough, would work, be compelling in that environment of the Super Bowl? So talk a bit about that.

50:24When did you get and how did you get the confidence to do it? I think the confidence came from knowing that we were not going to change the brand, right? We're going to continue to remain authentic to who we are, remain through the really knowledge of our creators, our OGs, as we call it, right? We started in social media. So we need just to amplify that platform, right? Knowing that we will continue to do what we do best, but now we're going to add it to the biggest stage in the world. that's what gives us the confidence that there's nothing that could could be could we go wrong right some people actually didn't understand the ad not very few there's an article out there it's like they didn't get it and that's exactly what we wanted to it's like i want you to not understand what's happening because you don't know this brand people that know these brands love the brand so much that it amplifies and grows and they take the social to speak for us so it's a whole momentum so So knowing that really drove the confidence for us.

51:23Was there fear in that?

51:28Meaning in that you're confusing the audience. It might just be confusing and it's expensive to do Super Bowl. I give you a lot of credit to take that risk. Yeah, it was a risky move. To answer Jim's question, this was an 11 for us, which if everything we wanted to do from a social perspective, Again, because we looked at the Super Bowl as a tactic on a full campaign rebrand, which is not many people look at that. People prepare everything to culminate at the Super Bowl moment. We basically started on Christmas Day and Super Bowl, although a very expensive tactic, we were timing it just to have to.

52:09It's part of that amplification. That was it. But our game wasn't social. The content creation has been grown substantially. and getting then our content creators on the big screen. That's where the magic started to happen. So we just remained really confident of what we wanted to do. All right. Now I want to open it up to this beautiful panel. You all have great stories. You all feel very confident and happy about your effort, proud of your team, celebrating it internally. So did anything happen in this conversation that compels one of you to ask one of you a burning question? I have a question, if you don't mind.

52:48For you, Maddie. So I think it's very cool what you did. And the car does look amazing. So clearly, you wanted to disrupt the way the car is revealed. Is that going to be your identity going forward in F1? Are you going to continue to disrupt this world? Yeah, I mean, it's funny. The first thing I wanted to do coming in, because I don't have a full F1 background, is let me bring in all the experience I have and innovate at every nook and cranny that I can. And I think what I've quickly realized is, while that would be fun and exciting, there is a high level of importance to keeping some foundational excellence and give the discipline of Formula One the respect that there's some things that need to stay just foundationally excellent and you do the foundations correctly, but innovating with intention.

53:31So where are the moments that we can change things? Livery reveal, is that something we can change? You know, when it comes to off-track entertainment and hosting, is that something we can change? Collaborations and the way that happens, right? So absolutely. And the purpose in the North Star will always be there. So it's not innovation for the sake of change itself, but how can we make something more modern? How can we make something better as a consumer experience and a fan experience? And how can we make things more accessible, right, for more fans? Because the bigger the fandom grows for the sport, better for every team.

54:00And I think that's really going to be something for me to personally focus with our team. Anyone else have a burning question? Yeah, Matty, go ahead. Yeah, I have a question for the group, especially in the world of social. You know, one of the things we talk about is building fandom at the team, right? That's our North Star is how do we build more fans? And in a world where in social, we've moved away from, you know, the social graph into a content graph world, and people are less likely to follow brands, but more likely to stay tuned into their algorithm. them and views are now, you know, elevating in importance and engagements, elevating importance.

54:32How are you guys talking about that shift internally? Right. Are you guys still thinking about that's better? You know, like like somebody following you or signing up for your newsletter doesn't mean they're an actual fan. Right. By the way, I am literally I don't I don't literally sign up for the Jets newsletter, nor do I actually think I follow the Jets on every social platform. I will kill people for the Jets. So, Gary, question for you then. Right. It's like, how should a sports team be looking at calculating fandom? How should brands be looking at calculated fandom? Ticket selling stuff, showing up for impact.

55:09I don't know why this industry is addicted to proxies, to the punchline. Let's measure the punchline, to your point. And what's really interesting, brother, is now that we're in an interest graph, not a social graph framework, it allows all of us to finally double down on what we've all been missing, which is more relevance with more different consumer segmentations to drive our actual businesses. Right. Like we like Gail wants every type of guy, you know, a certain age group. You can imagine that if you're, you know, my father is a Russian immigrant that spent his first 25 years in the Soviet Union, grew up in the liquor business, grew up in Jersey, that piece of creative to compel him to be aware, is going to be very different than a Cuban 50-year-old who was born third-generation Miami family versus a guy in Iowa.

56:04I'm so excited for all of you that we're in this era because I think we have overvalued proxies. I think, weirdly, the social media algorithms are forcing us to a very fundamental place in marketing. It's crazy that the new things are reinforcing the most important thing, which is relevance leads to consideration, which leads to purchase. We're just not accustomed on this call. We grew up in an era where we were vanilla top-down matching luggage. Let's roll the dice because we were forced to. It was a TV-centric world. There was no technology to really measure creative irrelevance. These algorithms happen to just align with us as marketers.

56:47They want to keep all of us on the platform for as long as possible. Thus, they play only on relevance. If we now play on that same game, we win. I think fandom is only executed in the end. The hell am I doing with this? This is measurable for them. But it's not going to be based on, do I follow them on Snapchat? I know for a fact, actually, that I'm not subscribed to the Jets on YouTube. I think we're heading in a really fun direction that I think is going to help. And I think Super Bowl is the awareness supernova. But I think for all of you, how you post game from now to win on relevance to different demos, ages, gender, races, income levels, and interest graph, it's almost like we're going to go into this world where the big boulder comes, but it's going to be all those pebbles that you do across the year.

57:46And I would argue done best. Um, and not, not always the way we do it at Vayner, but done best it's, it's pebbles at scale all year. And the golden pebble becomes the brief and becomes the framework of the Superbowl at the end, not the reverse. We continue to do our best in here with all our talents to guess it based on insights and things of that nature, but guess it on the creative, I think we're all going to wake up within the next half decade and do it the reverse. It's going to be the pebbles at scale of relevance all year that come September, October, November, December, if you're late, uh, will become the brief.

58:28And I will actually predict here now, cause you guys know me well enough to know I'm going to want to clip this in six years and be like, told you. I am going to predict that within the next five years, there will be a Super Bowl spot that is the exact replica of the social media post that got 100 million organic views by a brand. Literally black bars and all aired in its full natural sense. I think between now and then, there's an opportunity for a lot of the brands here to use the insights of their winning social media organic. Because when you start using paid, to cover it up, you're back in television land on social, which is double bad.

59:06So, that's where I think things are going. So, Young, comment on that. You've built a beautiful business on those principles. Yeah. I mean, we also, our category has the luxury of having pretty immediate data availability from a consumption perspective. And so, we see very, very highly correlated. When we see organic social engagement with organic search volume, with actual consumption and pull through on demand, it all tracks one-to-one. It's like really an incredible thing to see. And I guess to just build on what Gary just said for us, what that means in terms of how we build relevance is to build a highly attuned, always on reactive content creation engine within the team that has its ears to the ground all the time and is constantly churning things out all the time.

59:51Because the more at-bats we have, the more shots we have at getting the algorithm to do the work for us and deliver our content to as many people as possible. And for us, that means things that are like tiny in scale that you never would have placed your bets on sometimes deliver outsized results. It's really an incredible thing to see. It's called advertising. You know, I just, you know, when everybody hears shots on goal, right. And the algorithm is just people's interest. It's just relevance. But this whole shots on gold that is demonized by our industry, we've done print ads and direct mail and billboards and radio for 100 years.

1:00:29We do day-to-day marketing for 100 years. This concept that has been completely grounded in companies that can't deliver on creative day-to-day, demonizing it, and wanting to talk about fidelity and all this stuff that is not tangible, we must stop demonizing volume in our industry. We've been doing volume. When I met Gail, she had unlimited FSIs and couponing every week in the business she was in. That wasn't bad. That was good. And this concept of 30, 40, 70, 150 social media ads a week, it's called advertising. It's 2026. This is not bad. I promise you that she and her team, and I can speak for our company, and we're at scale now.

1:01:12None of it is spray and pray. None of it is throw against the wall and see what sticks. None of it's even test and learn. We have consumers we're trying to reach. This is our best belief that this will work. Luckily, we're spending so little on the production of that creative that we can make a lot of it. And when the quant and qual is clear data, then we can start the process of what we want to do next, whether for some brands, send it to the lower funnel and do performance, or if some brands send it all the way up to the Super Bowl. All right, we're running out of time. Last word to our guest.

1:01:45One piece of advice, very short piece of advice for someone considering doing a Super Bowl experience next year. Jim, I'll just say build an experience. I mean, we all sort of said it in different ways, but the Super Bowl activation or the tactic is just part of the experience. And you really need to think about that long and hard and support it throughout a year. It's not a one moment. It's a debut or a moment to get attention, but then it's what you do with it afterwards. I would say in two words, be bold. Fortune favors the bold. I'd say be remembered. Make sure it's your brand that's remembered after.

1:02:24I would say radical clarity internally. Make sure before you go into war on this thing, you have radical clarity of what you want to get out of it. And use that as your true North Star throughout the pressures of building this campaign. Yeah. And then remain true to your brand, right? Like don't try to change it just because it's a Super Bowl. Don't get out of there. Just do what you do best and you'll be successful. These are all great pieces of advice. I didn't know what we get there, but it was beautiful. Well, Gary, last word. Last word on advice for marketers that are watching is what you said.

1:02:56Please connect with all of these incredible marketers on LinkedIn and message them and extract the secrets. Hey, gang. It was so good to see all the smiling faces. Congratulations to everyone for the great work. It's very inspiring. Thanks for joining us. Very helpful for our community. Gary, thanks again. Eight years in a row. Maybe we'll do nine. We'll see. We will. Nine's a good number. Excellent. All right. Bye now.

1:03:21That's it for this week's episode of the CMO Podcast. As always, I would be grateful if you shared our show with your friends, along with subscribing and leaving a review on Apple Podcasts, Spotify, or wherever you listen. The CMO Podcast is a Vive original production. The views and opinions expressed by podcast speakers and guests are solely their own and do not reflect the opinions of our sponsors or its personnel, nor do our sponsors advocate or endorse any individuals or entities featured on the episodes.