Thoughts on the Super Bowl: Clifton Pugh, Proscenium

The cost of commercial slots has ballooned to more than double the cost since 2014 and in turn NFL ratings have slumped by more than 10%.

In a few words, can you tell us who you are and what your job title is?

My name is Clifton Pugh and I am a motion designer for Proscenium. Previously, I was at NBC Sports and worked on four different Super Bowls in varying capacities.

The current price for a 30 second slot is over $5 million. In your opinion is the spend worth it?

For the large majority I believe the cost is a bit overpriced. The cost of commercial slots has ballooned to more than double the cost since 2014 and in turn NFL ratings have slumped by more than 10%. The inflated cost is the result of the NFL tightening restrictions on digital advertising for their network partners and opting for separate digital deals with amazon and twitter. In spite of the aforementioned there are a few scenarios where the cost would be worth it. If the company has one of the better commercials which will be talked for quite some time following the Super Bowl and possibly if a company is new or introduces a new product.

Who do you think is the ‘brand to watch’ at this year’s Super Bowl?

Doritos and Budweiser rarely disappoint.

What do you expect to be some of the main themes in this year’s Super Bowl advertising?

Saving the environment

Are you looking forward to seeing humorous adverts or more serious work?

I prefer the humorous commercials.

Do you have a dream brand that you would like to collaborate with for Super Bowl?

Probably, Coke… even though they pulled out this year.

Rams or Patriots?

Rams

What is your favorite Super Bowl ad of all time?

Doritos “beer flavored” definitely.