Uber Eats, BMW, and Doritos didn’t win the Super Bowl. It was a far craftier and more calculated brand that did. Taylor Swift.
Fact.
Just because she doesn’t make tortilla chips, light beer or an electric SUV doesn’t mean she’s not a brand all the big brands are competing against for share of voice. The difference is, they just competed fairly. She didn’t.
Swift, in my opinion, pulled off a 2024 version of 2023’s Tubi’s hijacking of the Super Bowl. Both used the broadcast in masterful ways to fool the viewer into thinking they were watching something different. Both walked away being talked about more than any other massively-budgeted, celebrity-infused commercial. And both drove audiences to scream and grab their remotes.
I know, I know. She’s in love. She was there for Travis. Truly loves him. But… she’s also architected her way towards global phenomenon status by knowing where and when to put her brand. This is the same artist that, upon winning a record 4th Album of the Year at the Grammys a few weeks ago, said in her underwhelming acceptance speech, “I want to say thank you to the fans by telling you a secret I’ve been keeping for the last two years…”
Picture fans, perched on the edge of their seats, thinking this actually would be a meaningful or monumental secret. After a beat, she killed the suspense with, “Which is that my brand-new album comes out April 19th.” Holy crap. She just turned this moment of celebration, a moment of triumph over five other very-worthy pop stars into an ad. And right before exiting said, “I’m going to go post the cover right now, backstage.” I’m just surprised she had enough restraint to leave the CTA off.
So, while other brands dumped a record $7 million for 30 seconds of airtime, Swift logged 55 seconds of free airtime (not counting all the huggy, kissy stuff at the end), saving a whopping $12.4 million on the marketing of her new album – that’s no longer a secret.
The consolation prize HAS to go to Paramount + for the use of Creed. I hate Creed. But now I love Creed and those who decided to have Sir Patrick Stewart duet with them. Maybe it will win Performance of the Year at the 2025 Grammy’s. I bet you Creed has lots of fun secrets they’d love to share.
James Bray has had a prolific career that began on Madison Avenue, where he distinguished himself by producing award-winning and memorable work. Over the years, he has held pivotal roles at various agencies, including Goodby, Silverstein & Partners, Fallon, and M&C Saatchi. His experience spans a multitude of industries, working with esteemed clients such as Citibank, Netflix, Sprint, Reebok, Casamigos, and BMW, among others.
During his tenure at Arnold, James has been instrumental in securing numerous top awards within the industry while also driving transformative results for clients across diverse sectors. He has been the creative force behind Arnold’s campaigns for a variety of clients, both past and present, including Santander, Carl’s Jr & Hardees, Chewy, and PNC Bank. His leadership and creative vision have been integral to the agency’s success and reputation for delivering innovative and effective campaigns.
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