Buzz is starting to be generated regarding advertising on the Super Bowl. The Big Game is slated for Sunday, February 9, 2025, on Fox. A couple of Unilever companies–Dove and Hellmann’s Mayonnaise–are in the spot mix. Beauty brand Dove will return to one of the biggest nights in sports with a new 30-second commercial addressing the issue that nearly half of girls drop out of sports by age 14 due to low body confidence. Airing during the fourth quarter of the Super Bowl, the :30–created in partnership with WPP’s Ogilvy–underscores the Dove brand’s commitment to keeping girls in sports through the Body Confident Sport program. The program is a first-of-its-kind, scientifically-proven set of coaching tools to build body confidence in 11–17-year-old girls. Launched in October 2023, Body Confident Sport aims to #KeepHerConfident, and ensure sports can be a space where kids can thrive playing the sports they love….As for Hellmann’s, plans call for a return to the Super Bowl for the fifth consecutive year. A :30 is in the works for Super Sunday….
Shamrock Capital, a Los Angeles-based investment firm focused on the media, entertainment, content, communication, sports, marketing and education sectors, has made an investment in DE-YAN, a global experiential consultancy known for its design, integrated creative strategy and digital innovation. Founded in 2014 by Dejan Jovanovic, DE-YAN has grown rapidly from a niche boutique studio to a global experiential consultancy known for its high polish, technology-driven live experiences for clients. Today, DE-YAN leverages a unique multidisciplinary creative studio model of in-house design, technology, motion, architecture, and production to create global innovative experiences for a roster of marquee clients that includes Google, La Mer, Meta, Lemme, NBA, and Kidsuper. Shamrock has made numerous investments across the marketing and advertising ecosystem, and its investment in DE-YAN is indicative of the significant opportunity and growth potential within the experiential marketing space. While advertising and marketing spend in traditional sectors have consolidated and flatlined, live experiences have continued to realize double-digit growth, exceeding pre-COVID levels. Brands are looking for innovative ways to showcase their brands, connect with culture, and bring their products to life for consumers through immersive experiences….
