Weekender: Campaign Trail: CeraVe got weird with Michael Cera to win the Super Bowl

Signup | Forward Weekender Feb.​ 17,​ 2024 | A roundup of this week’s most read stories

Note from the editor Super Bowl LVIII delivered a nail-biter on the field, but plenty of head-scratchers on the advertising front, aside from the few brands who seized the day. In case you missed it, Marketing Dive analyzed every detail of the big game, including the night’s best and worst ads and breakdowns of their performance by social engagement, popularity and more. If you need a refresh, we’ve gathered every commercial into our Super Bowl LVIII ad tracker. As always, thanks for reading. Jess Deyo Editor, Marketing Dive Email Column Campaign Trail: CeraVe got weird with Michael Cera to win the Super Bowl Led by Ogilvy PR North America, the social- and influencer-focused campaign used earned media to amplify the brand's first big game ad. Deep Dive 'Advertisers tried too hard': Few Super Bowl LVIII ads win as celeb takeover continues Brands that forged true connections to culture broke through the clutter of a broadcast heavy with sociopolitical messages from some advertisers. By the numbers: Super Bowl LVIII Analyzing the ups and downs of the big game, including breakdowns by social engagement, popularity and more. Sponsored Content by Industry Dive Edit ChatGPT outputs: 4 essential tips + prompt approaches Bring method to ChatGPT madness. Get more polished outputs in fewer attempts with these simple strategies. Read now. Ikea defies 'don't try this at home' in debut creative from McCann An older gamer and adult and child practicing martial arts in the living room animate the Swedish retailer's first global marketing campaign. Coke lends Zero Sugar a voice in ads, TikTok filter referencing 2000s pop hit Custom typography made from images of condensation, bubbles and fizz is also allowing the product to "speak for itself" for the first time. Q&A Why DraftKings bet on other brands to build buzz beyond the big game CMO Stephanie Sherman explains why DraftKings teamed with Tums, DiGiorno and Samuel Adams to engage with a growing sports betting audience. Coach pairs virtual influencer with real celebs Lil Nas X, Camila Mendes "Find Your Courage" looks to engage younger consumers around the complexities of identity and the changing meaning of being "real." Featured Resources Sponsored Content by Industry Dive Bolster your content marketing roadmap for 2024 Watch on-demand: 2024 Content Marketing Predictions (And How to Navigate Them) View: 2024 Content Marketing Predictions [Infographic] View: 2024 Demand Generation Predictions [Infographic] From Our Library Playbook Feeding Restaurant Success: 5 Marketing Challenges & The Digital Tools That Fix Them Custom content for Vericast Survey Report Mapping Affiliate Marketing Experiences & Tactics Across the Consumer Journey Custom content for Partnerize eBook 2024 Mobile Consumer Insights: How SMS, MMS and Mobile Wallet are Changing Purchase Behavior Custom content for Vibes View all resources Best of What We're Reading The Verge OpenAI introduces Sora, its text-to-video AI model The Wall Street Journal Nike to Cut Over 1,600 Jobs AdExchanger MediaMath’s New Owner Is On A Mission To Resign Former Partners Ad Age Google to repay advertisers with credits after overcharging glitch TechCrunch TikTok launches a ‘reimagined’ app for the Apple Vision Pro MediaPost Dentsu Loses Ground In 2023 Suggest a story we should read Upcoming Events 28 FEB Virtual Event | 2 p.m. ET The State of Generative AI in Marketing Presented by Marketing Dive 06 MAR Webinar | 2 p.m. ET How to Use Your Marketing Data Effectively Presented by studioID and Northwestern University Dive Into a Topic Brand Strategy Mobile Creative Social Media Video Agencies Data/Analytics Influencer Marketing Ad Tech CMO Corner Share Marketing Dive: Daily Dive and get rewarded. You’ve referred 0/10 readers. Share your link: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76

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