It’s regarded as one of the greatest sports events in the world with over 100 million viewers tuning in. Yet despite all the pre-game build up and talk of who will win there are two things that are just as big as the actual game itself… the Superbowl half time show and what will be showing in the advert breaks!

Looking over from this side of the pond it’s hard to understand why Americans are so obsessed with what will be showing in the advert breaks of a sporting event. I mean, no one over here gets obsessed with what will be shown in the advert breaks of the FA Cup!

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When I was studying Advertising I aspired to write an ad as good as one of the classic Volkswagen Ads created by the creatives at Doyle Dane Bernbach (DDB). Starting with Art Director Helmut Krone and Copywriter Julian Koenig, together with Creative Director Bill Bernbach… DDB changed the face of car advertising.

Instead of fancy photography, mansions, sexy models and heavy retouching… they used an advertising style that utilised realistic photographs of the car together with copy that talked to the reader as if it were a close friend and was self-deprecating rather than self-congratulatory. This approach meant that Volkswagen was seen as the first car company to offer a friendly straightforwardness and disarming honesty.

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