Super Bowl 2024 #MusicMonday

The image above was circulating all over social media last week, as Doritos did a huge installation in Las Vegas for the Super Bowl. In full disclosure, they are a beloved client of ours/mine and I am always so inspired by their work. Doritos also ran a spot during the game so I thought I’d start my coverage this week with their launch of Dinamita. Hot!

So good, and it’s making many people’s list of the best advertising from the game (which is often the case with Doritos). More to come from me on the advertising because today is #MusicMonday so I’m going to talk about the music.

There is of course Taylor Swift, and the force that is in fact Taylor Swift. I feel like we were tracking her travel from Japan to Las Vegas like NORAD tracks Santa on Christmas Eve! But she made it and her boyfriend prevailed, so all is well in the world, right? I think it’s amazing to see the impact that one person can have on an event, a sport, a culture, a society. And a positive impact at that! Keep going, Taylor! While I’m not personally an excited fan (for no apparent reason at all), I am with you!

Beyonce dropped not one but two songs during the game as she teased out a new album coming soon. “Texas Hold-Em” has already has 1.2m views on YouTube.com and I’m betting it hits the iTunes chart this week too. Good timing with the big game.

And of course there is the halftime show, this year sponsored by Apple Music. The halftime show is almost as compelling as the advertising in that in brings an entirely different audience to its feet just to watch the performer even if they aren’t watching the game. With all the buildup and then post-game views, it’s a lucrative gig for the sponsor and performer who both have to lay out cash for the honor. Yes, the performer doesn’t get paid and has to foot the bill for the production! But with millions of eyeballs and ears in sight and sound, both the sponsor and the performer are sure to see a guaranteed lift in sales all week if not longer for an effective ROI.

To my view, Usher did not disappoint but then again I’m more of a casual fan than a die hard devotee. The softness of the moment with Alicia Keys was heart melting and then the gradual turn up during the following minutes was enchanting. Very entertaining, which is exactly what the halftime show is all about. Many say that Usher is a perfectionist and you could see all the details come out to play. I guess that is his “brand!”

The full video is on YouTube.com ICYMI. I find it all so inspiring, to see a brand in action doing its thing so well. Makes me want to up my game. Thanks for that, Usher.

What’s your experience? JIM