The Insight
Percipient thought-pieces and opinions from some
of
the world’s most respected industry leaders.
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With recent stats showing that 80 per cent of award-winning ad directors are white and male – a figure that’s not budged for years – the goal of a diverse pool of directing talent seems a long way off. Caroline Bottomley, Founder of Shiny Awards, which champions underrepresent talents, chats to producers about the issue.
The Four Cs of Consistency: The Super Bowl Playbook
The Super Bowl is a rare cultural moment where brands compete for attention, emotion and memorability, all at once. Yet, says Vanessa Chin, SVP Marketing at System1, brands that try something new, losing familiar assets and recognition, can lose out to those that utilise consistency.
A Super Bowl debut; one director's Big Game story
hungryman's Dan Opsal is no stranger to directing, but stepping up to a Super Bowl spot was a new experience. Here, Opsal relays how he got the State Farm gig, what it was like working with Danny McBride, Hailee Steinfeld and Keegan-Michael Key, and the positives of being a prepper.
Why production is advertising's best kept secret
A great strategy and a brilliant idea are both key ingredients in any campaign but, says Jess Ringshall, Chief Production Officer at Saatchi & Saatchi London, it's production that determines whether an idea survives in the real world.
Super Bowl Face-off 2026
shots Co-Editors Danny Edwards and Jamie Madge chat through their personal favourites from the Big Game.
Super Bowl LX: The other 364 days
Though not the result he'd hoped for in terms of the actual game, what did Josh Green, CCO at ELVIS London, think of the the other clash taking place yesterday during the battle of the brands, and why doesn't advertising approach every day like it's the Super Bowl?
The specificity paradox: Winning the game by losing half the audience
The old saying, 'you can't please all the people all the time' is, says Patrick Marzullo, Managing Director, Creative Studio at Coinbase, never truer than during the Super Bowl. With an audience of 120 million people, you need to be specific, because if you hit that sweet spot, then you can break through the screen and into culture.
Super Bowl spots: Stop hiding weak ideas behind famous faces
A celebrity can’t save a bad Super Bowl ad, believes Michael Bucchino, Director of Film Craft at CYLNDR Studios. But the right - or even the wrong - famous face, fronting the right idea, can carry you over the line and have the crowd cheering your name.
Tactics not theatrics: How to direct footballers
With the Super Bowl upcoming, athletes are taking centre stage. But athletes aren't actors, and expecting them to be can lead to all kinds of problems. The FIFA World Cup is also on the horizon and here, director Ben Woolf, who specialises in sports and performance shoots, explains how to get the best out of some footballing heroes.