Welcome back to another episode of The Sleeping Barber Podcast!

Super Bowl 59 may be over, but the ads are still making waves! Today, we’re joined by Vanessa Chin, SVP at System1, to break down the intricacies of Super Bowl advertising.

We analyze four standout ads and explore how they scored across Star, Spike, and Fluency, diving into key topics like:

- The effectiveness of creative quality

- The power of emotional responses in advertising

- The role of pre-testing in shaping winning ad strategies

Tune in for an insightful discussion on what makes a Super Bowl ad truly resonate!

One last thought. We would also encourage you to head over to watch this episode on YouTube. This way you can watch the System 1 tech in action!

https://youtu.be/9QU1ZUDXWtQ

Our Guest:

Vanessa Chin - SVP of Marketing at System 1

https://www.linkedin.com/in/vanessamackeychin/

System 1 - Creative Effectiveness Platform measures emotion to predict the business impact of ads

https://system1group.com/

Follow Our Updates:

⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps:

00:00 - Introduction

03:01 - Understanding System One's Creative Effectiveness Metrics

05:43 - The Importance of Creative Quality in Advertising

08:54 - Comparing Super Bowl Ads to Regular Ads

11:43 - The Role of Pre-Testing in Advertising

14:47 - Navigating Internal Conversations with Pre-Testing Data

17:43 - Case Study: Reese's Don't Eat Lava Ad

20:13 - Analyzing Emotional Responses in Advertising

22:58 - Case Study: Budweiser's First Delivery Ad

27:59 - Emotional Resonance in Advertising

32:19 - The Power of Music in Ads

36:14 - Celebrity Influence in Super Bowl Ads

44:15 - The Success of Doritos' Crash the Super Bowl

50:18 - Brand Fluency and Recognition Strategies

56:45 - Post Pod with V and Marc

Background Research & Links:

https://system1group.com/uncategorized/our-metrics-explained

https://www.emarketer.com/content/super-bowl-deliver-on-ratings--ads--streaming

https://www.westwoodone.com/blog/2024/08/12/adelaide-attentiveness-measurement-1000-of-am-fm-radio-ads-require-2635-worth-of-facebook-ads-to-achieve-the-same-level-of-attention-audio-platforms-generate-nearly-the-same-attentiveness-as-tv/

https://www.smartmarketing.me/attention-gained-by-different-media.html

https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability

https://www.cbsnews.com/news/how-much-do-2025-super-bowl-commercials-cost-heres-the-price-tag-on-ads-this-year/

https://system1group.com/the-extraordinary-cost-of-dull

https://podcasts.apple.com/ca/podcast/sbp-091-the-cost-of-dull-ads-with-adam-morgan/id1609811324?i=1000671637754

https://ipa.co.uk/news/creative-consistency