The Super Bowl is more important than ever for mass marketers. Could Super Bowl ads become part of a shift to a society that STANDs FOR LESS wasteful consumption?

February 4 update: Listen to our Chief Creative Officer Tom Ortega discuss this year’s ads with Dennis Lambert on Arizona’s largest NPR station, KJZZ.

American media habits have changed substantially. The media we consume is more fractured and the ways we get information and entertainment continues to evolve rapidly. Large events, with the Super Bowl at the top of the list, provide marketers an increasingly rare opportunity to communicate with a mass audience.

The creativity that goes into Super Bowl ads is part of the annual Super Bowl conversation and we are among those who watch closely to see the latest work from our industry.

Social media channels provide marketers new challenges and opportunities to give Super Bowl ads life beyond game time. This is the new wild west of the marketing world.

Read more about this year’s trends and analysis of the most noteworthy campaigns at:

Advertising Age’s Super Bowl coverage and Adweek’s “Super Commercials.”

In some regards the Super Bowl is an example of the pinnacle of our consumer culture. At RIESTER we believe that it’s vital for the sustainability of our way of life to change how and what we consume. Read more about this at the STAND FOR LESS website, one of the campaigns we are especially proud of.

Don’t miss Tom’s interview on KJZZ.

Watching the Olympics this past weekend reminded me of some interesting contrasts to Super Bowl ads. Super Bowl ads use big, over-the-top humor. The Super Bowl is a time for extreme advertising. If the ads are going to work, there is often just one chance to get it right.

Olympic ads are a different breed. The spots are repeated frequently over the two weeks of the games. Olympic ads are more emotional, patriotic and heartwarming. There is a bigger emphasis on children, the pursuit of dreams and dedication to difficult goals.

The following two Olympic ads stood out to me as a job well done:

Post-game analysis on Sunday night:

Prior to the game on ABC news:

Jeff was featured in an article in the Salt Lake Tribune. He was also interviewed on KSL-TV and KSL radio.