The secret to winning the best Super Bowl Ad - Lesya Lysyj, CMO Boston Beer
Uncensored CMO23 Feb 2022

The secret to winning the best Super Bowl Ad - Lesya Lysyj, CMO Boston Beer

Jon chats with CMO of Boston Beer, Lesya Lysyj, who has nearly 30 years of marketing experience in the food and beverage industry. Prior to joining Boston Beer, she served as President U.S. (Sales and Marketing) for Welch’s Foods.

Watch the ad here: https://www.youtube.com/watch?v=b9GUnNAL9yY

What we covered in this episode

  • Counting down the Top 10 Super Bowl ads of 2022
  • The power of humour and nostalgia for Lays
  • Why babies are the stars of many Super Bowl ads
  • The reason car ads are so predictable
  • Robo puppy and why Kia made the best car ad
  • The winning Super ad of 2022 and no it wasn’t a set up
  • Inventing ‘Your cousin from Boston’ and why it works
  • The power of sticking to the same creative idea
  • Why we get bored of our own ads before our customer does
  • The case for releasing a Super Bowl ad early
  • Creating 2 billion PR impressions from the campaign
  • The power of Your Cousin From Boston lock up
  • Taking a big swing with the company dollars
  • Why a CMO can’t enjoy the Super Bowl when they are advertising
  • The actual robot dogs that protect Boston Dynamics
  • How Boston Beer approach testing advertising
  • Why the idea you like is not always the best idea
  • Founder Jim and his famous post it notes
  • How to get payback from a Super Bowl ad
  • Lesya’s top 3 tips for making a winning Super Bowl ad
  • Why the CFO is such a fan of System1
  • How do you top a winning Super Bowl ad


Episoder(254)

Nils Leonard: Don’t Confuse S**t Ads For The Death Of Creativity

Nils Leonard: Don’t Confuse S**t Ads For The Death Of Creativity

Nils Leonard, Uncommon Studio's co-founder and Creative Director is back, and the mic is hotter than ever. We're tackling why Uncommon is pushing the boundaries of out of home, including the divisive ...

19 Nov 20251h

Gary Vee on the most undervalued and overvalued media

Gary Vee on the most undervalued and overvalued media

Entrepreneur, investor, and VaynerMedia CEO Gary Vaynerchuk joins us from Wine Library to share his unfiltered take on marketing in 2025. We cover everything from spotting consumer trends to staying a...

12 Nov 202554min

Unreasonable Marketing - lessons from the creator of the world’s #1 restaurant - Will Guidara

Unreasonable Marketing - lessons from the creator of the world’s #1 restaurant - Will Guidara

Will Guidara is the author of Unreasonable Hospitality and co-founder of the world’s #1 restaurant, Eleven Madison Park. He joins us to share how lessons from hospitality can be a huge competitive adv...

5 Nov 20251h 12min

From Tech founder to solving the social media addiction crisis - Jess Butcher

From Tech founder to solving the social media addiction crisis - Jess Butcher

Jess Butcher MBE has built a career at the intersection of technology and consumer behaviour. She co-founded AR pioneer Blippar and has since turned her attention to a growing issue: how AI and social...

29 Okt 202558min

American Eagle’s Sydney Sweeney campaign - what really happened with CMO Craig Brommers

American Eagle’s Sydney Sweeney campaign - what really happened with CMO Craig Brommers

Craig Brommers, CMO of American Eagle, joins us to go behind the scenes of one of the most talked-about campaigns of the year; Sydney Sweeney for American Eagle. Craig reveals what really happened, wh...

22 Okt 202543min

David Droga: My greatest lessons from 37 years in advertising

David Droga: My greatest lessons from 37 years in advertising

After an illustrious 37-year career in advertising, legend David Droga is stepping down as CEO of Accenture Song and retiring. Under his leadership, Song grew 8% to $20 billion in FY25, up from $19 bi...

15 Okt 20251h 11min

The behavioural hacks that create $Billion brands - Richard Shotton

The behavioural hacks that create $Billion brands - Richard Shotton

Richard Shotton, author of The Choice Factory and the newly released Hacking the Human Mind, joins us to explore the behavioural science behind the world’s most iconic brands. From Guinness’ 119.5 sec...

8 Okt 20251h 5min

70 Years of TV Advertising - why it works & the best ads of all time - Carolyn McCall, ITV

70 Years of TV Advertising - why it works & the best ads of all time - Carolyn McCall, ITV

Dame Carolyn McCall OBE is the CEO of ITV, the UK’s biggest commercial broadcaster. She was previously CEO of The Guardian Media Group and easyJet, and currently serves as President of The Marketing S...

1 Okt 202539min

Populært innen Business og økonomi

lydartikler-fra-aftenposten
stopp-verden
dine-penger-pengeradet
e24-podden
rss-penger-polser-og-politikk
rss-borsmorgen-okonominyhetene
pengepodden-2
livet-pa-veien-med-jan-erik-larssen
finansredaksjonen
pengesnakk
tid-er-penger-en-podcast-med-peter-warren
utbytte
stormkast-med-valebrokk-stordalen
morgenkaffen-med-finansavisen
okonomiamatorene
liberal-halvtime
rss-politisk-preik
rss-markedspuls-2
lederpodden
rss-pa-konto