Lesson time 9:25 min
The Super Bowl is still the holy grail of advertising. Jeff and Rich tell you why and share how their groundbreaking ads for E*TRADE got made. GS&P CCO Margaret Johnson walks you through two ads in production for Super Bowl 2020.
[MUSIC PLAYING] - We have, over time, learned not to necessarily pin all of our hopes on the Super Bowl, like people used to do, but it's big. - It's big. - I mean, come on, it's the most famous thing that you do. - The stakes are so high. JEFF GOODBY: Yeah. - It's so expensive. The CMO's job is on the line. - Yeah. - Oh, my god. Everything is elevated. The spots are expensive. The media is expensive. And the public is the largest public on the planet. - And there's a great thing that happens, I think. I've always drawn the distinction between advertising that you kind of see all by yourself, like a print ad or something, or nowadays something online that you're zooming through, and you see it, and you're lonely, and you go, like, oh, that's interesting, and something you know everybody is looking at right now at the same time-- - Collective. - --as you are at the exact same moment. It's awesome. - Yeah. - I mean, if you can't get into that, then you shouldn't be in advertising. - It better be good. - That is what's fun. - It's the Roman-- - Yeah. - --Colosseum. It's-- - Yeah. - --up or down. And it's down? - Ooh, that's bad. - --jobs, everything's bad. - It's in front of everybody. - Yeah. - It goes down in front of everybody. [MUSIC PLAYING] - I don't know if I can say this on-camera, but it used to be hit in the nuts, everyone laughed. That was the Super Bowl idea. - (LAUGHS) - But it's got to be more than that. - We had really big success with E-Trade, like, three-- RICH SILVERSTEIN: Yeah, there you go. - --or four years running. - E-Trade riffed off the idea that Super Bowl spots are very expensive. So at the time, it was $2 million. Now it's, like, 4, 5-- - More. - --and more. What do I know? [MUSIC PLAYING] And we had a monkey dancing with two characters in a garage. [SPANISH SINGING] RICH SILVERSTEIN: They certainly couldn't keep to the beat very well. - (SINGING) Cha-cha-cha. RICH SILVERSTEIN: And at the end, we said, we just wasted $2 million. What are you going to do with your money? I mean, my god, it's so right for that product. - I was at a-- - (LAUGHS) - This shows you how popular culture works. I was at a party of lawyers when that commercial played. And people were watching it, just scratching their heads. I could see them going, like, what the hell is this? Why are these three guys on the Super Bowl? - Yeah. - These people are wasting their money, like, millions of dollars a second. And when that line came on at the end, we just wasted $2 million, they went nuts. - Yeah. - That's what you want. And then subsequent years, we did more outrageous things for E-Trade. We did something with an emergency room, where the emergency room doctors are saying that this man who's come in-- - He's got money coming out the wazoo. - And that's just that...
As the minds behind the “got milk?” campaign, the Budweiser lizards, and countless other ads that have permeated pop culture, Jeff Goodby and Rich Silverstein never stop reimagining the possibilities of advertising. Now they’re sharing how they make the beautiful and edgy work that’s seen by millions. Learn how to come up with great ideas, tell funny and compelling stories, and dazzle at your next pitch or presentation.
Featured Masterclass Instructor
Advertising icons Jeff Goodby and Rich Silverstein teach you how to break rules, change minds, and create the best work of your life.Explore the Class
This class has given me a deep insight into the world of advertising and I think what that insight is is, once you've got the creative thing down, advertising can be great or it can be bullshit and it all depends on where your heart is.
Approaches to marketing and advertising. New Concepts to tell the story.
I'm from Colombia, sometimes I write, sometimes I make photos and drawings. These time at the MasterClass was so provoking and inspiring. I just want to take a flight to New York or San Francisco (maybe after the airports are open again) and tell them: "I just want to be a copywriter and I want to start here, I do not how, but here".
Insightful, well produced, engaging content. The cuts, beat and organization were all fantastic.