Super Bowl unsung ad heroes—the people (and dog) who made a big impact behind the scenes

While commercials get their moment in the spotlight each year during the Super Bowl, the countless behind-the-scenes workers who make it all possible often go unnoticed. But legal advisors, producers and account handlers quietly contribute to the Big Game’s ad extravaganza just as much as the brand chief marketing officers and agency creative directors who hit the circuit promoting each ad. Super Bowl commercials Tracking the latest brand and agency plans Enter here Ad Age gathered a group of unsung heroes from brands and agencies that were integral to the creation of this year’s national Super Bowl ads—as well as one dog. Kimberly Clarke Group executive producer BBDO New York For M&M’s Super Bowl campaign, Kimberly Clarke led the creation of all video content. But she also took on the special task of procuring vendors to create the campaign’s peanut butter-based diamonds—the central aspect of the Big Game spot. “Kim is a force of nature, infusing every project with creativity, agility and a can-do mentality,” said Alex Gianni, executive VP director of content production, BBDO, which worked on the creative “Her unparalleled ability to steward projects, master multitasking and maintain a steadfast commitment to keeping them on course is nothing short of extraordinary. Witnessing Kim navigate challenges with a smile and grace underscores why she is uniquely suited to contribute to some of BBDO’s best work. Her exceptional talent and unwavering dedication have significantly impacted this year’s Super Bowl work, making her deserving of acknowledgment for her outstanding contributions.” Cory Krasnoff Senior counsel Uber Cory Krasnoff serves on Uber’s in-house legal team. Krasnoff was “basically on call for four-plus months” during the creation of Uber Eats’ Super Bowl campaign, answering every call even if it came while driving his family to Disneyland on a weekend, According to a company spokesperson. Karla Macias Executive Producer VaynerMedia VaynerMedia’s Karla Macias has worked on numerous projects for PepsiCo brands. For Starry’s Super Bowl debut, Macias led relations with all vendors for the spot—talent, director, editors, animators and audio houses, all while collaborating closely with VaynerMedia’s creative and account teams as well as the Starry marketing team. Macias’s work not only produced the in-game ad but also supplementary content such as teasers, shorts and social videos to round out the campaign. “I appreciate the creative boundaries that the Starry brand is pushing, especially on the production side,” said Macias. “It has given me new challenges that have made me a better producer. However, production isn’t just a one-person job, it truly takes a team to work together through the good and the bad and I couldn’t have found a better team and brand to work alongside with.” Olivia Mullen Account director Goodby Silverstein & Partners Olivia Mullen led the creation of BMW’s Super Bowl spot while Goodby Silverstein & Partners was in the process of renewing its creative AOR relationship with the automaker. Getting a Super Bowl ad right is already a high-stress endeavor, but doing it during a bid for the account adds that much more pressure, said Matt Edwards, the agency’s executive creative director. “Olivia blocked that out and led with her gut, empathy and confidence,” said Edwards. “The team shot the Super Bowl before we knew the final decision, not knowing if it was our last campaign with BMW or the first campaign to kick off another years-long partnership. Olivia treated it the same. She gave it everything. We gave it everything. It was a true team effort. There were a lot of late nights. A lot of weekends.” Chadd Pouge Account coordinator R/GA Chadd Pouge juggled collaboration with multiple media partners for TurboTax’s cross-platform Super Bowl campaign. Pouge’s attention to detail was the key to the campaign’s success, and “his ever-present smile helped ensure we were in good spirits” throughout the process, an agency spokesperson said. Lane Verlenden Associate VP, assistant general counsel E.l.f. Beauty E.l.f. Beauty chief marketing officer Kory Marchisotto took to LinkedIn to celebrate Lane Verlenden, who handled the legal work for celebrity contracts in the makeup brand’s ad. The spot includes appearances from Judge Judy, “Suits” stars Rick Hoffman and Gina Torres, singer Meghan Trainor and more. “Every time I step on set for the moment of truth (the actual shoot), without fail, from agency partners to agents to directors to cast members, everyone speaks with amazement of Lane Verlenden and the seemingly impossible speed with which he navigates the complex legal process, carrying many flaming hot potatoes across the finish line with the appearance of relative ease,” wrote Marchisotto in the post. Bob Dog “There should always be a dog on set. Always. Bob is the best at what he does,” said Dave Laden, director of Oreo’s Super Bowl commercial. Bob is Laden’s dog and was on set for the entirety of Oreo’s shoot in Los Angeles. Bob was allowed to wander the set freely, according to a source familiar with the matter, and kept the cast and crew’s energy high on long days.

Super Bowl unsung ad heroes—the people (and dog) who made a big impact behind the scenes

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