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Art of the Super Bowl Ad: Pytka on How Meters and Research Kill the Ad Stars

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Joe Pytka can easily be called the father of Super Bowl spots. Over the years, he's directed so many ads for the big game he can't even keep track of them. He's worked with countless celebrity talents--Pytka was behind the camera in 1992 when Cyndi Crawford took that sip of Pepsi and he put Michael Jordan on the court with Bugs Bunny for Hare Jordan. He also steered other famous, but more emotional moments, like Anheuser-Busch's "Applause," a thank you to soldiers coming home from war, and uplifting turns featuring the brand's Clydesdales.


In this episode of The Art of the Super Bowl Ad, Pytka talks about how during advertising's favorite sports event, sometimes simple works best, the impact of Ad Meter and research on the game's ads and the evolution of Michael Jordan's on set performance.


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