Super Bowl Starters | Senior EP Karen Anderson on trust and Super Bowl traditions

Every year we collaborate with partners and clients to bring a variety of incredible spots to the screens of almost 100 million US viewers and plenty more worldwide for The NFL's Super Bowl. Ahead of the 56th annual event, we are chatting to The Mill talent who’ve got a few Super Bowl seasons under their belt about the importance of the big game on the advertising industry, some of their favourite ads, and tales of years past.
Community February 10, 2022

Can you tell us a little bit about your history of working across Super Bowl advertising as an EP? 

I’ve been in visual effects since 2001, so my Super Bowl history runs deep. I think the creative has evolved over the last 20 years as our culture has evolved. There have always been celebrities in Super Bowl spots, but I have noticed an upward trend. Social media has also played a huge part. The blending of live-action and VFX is now so much more integrated and seamless. 

Why is the Super Bowl so important for the advertising industry?   

While Super Bowl is playfully considered a national holiday, the Super Bowl commercial is the icing on top. Whether one is a season ticket holder or has never heard of Tom Brady, everyone is expectant and excited to see the ads. It is the advertising event of the year that garners the most viewership.  

What is your favourite Super Bowl ad of all time? 

C’mon, my only favourite? I would have to say Apple’s ‘1984’. It’s the SB legacy spot. But my runner up is Traktor’s ‘It’s a Tide Ad’ 2018 with David Harbour. Insanely original, creative and so, so funny.  

What makes The Mill a trusted Super Bowl partner?  

We are in it for the creative. We know by the time an agency, brand or director chooses to partner with us on a Super Bowl ad, we have their trust. So much is on the line. We won’t let them down. We have great talent that is always excited to be a part of a Super Bowl campaign. Working alongside the most talented directors and creative teams on great work is what got us all into this in the first place.   

What are your Super Bowl traditions for watching the big game? 

We’ve been watching Super Bowl at our neighbours for over 20 years. They go big-ish with a taco truck, bartender, freshly made doughnuts and four viewing areas throughout the house where kids and adults pile onto whatever is available to sit on. This of course has looked quite different the last two years due to COVID, but we are eager to renew the tradition.  

Senior Executive Producer | Karen Anderson

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