Lifting the veil before the Super Bowl “has a halo effect,” said Mike Sheldon, chief executive at Deutsch L.A., the agency that created both commercials and the “Bark Side” teaser, by encouraging Super Bowl viewers to watch a spot when it turns up during the game.
“They like to be let in on the joke, let in on the story, early,” Mr. Sheldon added. Deutsch L.A. is part of the Deutsch division of Lowe & Partners Worldwide, owned by the Interpublic Group of Companies.
“In previous years, Super Bowl commercials were single-day lightning,” said Suzie Reider, head of industry development for the global video team at Google. “Now, it feels more like rolling thunder.”
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