VCU Brandcenter grads once more play a high-profile function within the Super Bowl spectacle - VCU News

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By Drew Thompson

Every 12 months, the TV viewership for the Super Bowl is very large, extremely engaged and able to cheer or boo each second. And that’s only for the adverts.

As Jodi Shelley, who has labored on greater than a half-dozen Super Bowl spots for T-Mobile, mentioned, the Super Bowl “hits different” for these within the promoting trade. Companies spend prime greenback to be in entrance of an viewers of greater than 120 million, and so they need the perfect and brightest within the advert area to ship work that may shine on the grand stage. This 12 months, 32 alumni of the Virginia Commonwealth University Brandcenter had the distinction of seeing their efforts seem throughout the extremely scrutinized breaks within the motion of the sport between the New England Patriots and the Seattle Seahawks.

Shelley, a 2000 graduate of the Brandcenter, labored along with her group to enlist the assistance of the Backstreet Boys for this 12 months’s T-Mobile advert, constructing on the corporate’s previous experiences with the occasion.

“T-Mobile is a long-standing Super Bowl advertiser and what we have learned over time is the best success comes from being loose,” Shelley mentioned. “T-Mobile has a reputation for leaning into music and big talent, so this just made sense.”

While Shelley makes her return to the Super Bowl, Lindsey Evans, artwork director at Wieden + Kennedy in New York, labored on her first advert for the large recreation with Michelob ULTRA.

“Getting put on a project this large was an extreme honor,” mentioned Evans, a 2023 Brandcenter grad. “It was incredible to work with such a talented team to pull off a production of this caliber.”

The Michelob manufacturing options Kurt Russell educating fellow film star Lewis Pullman tips on how to ski.

“‘The Instructor’ combines two of the biggest cultural moments of the year in America – the Super Bowl and the Olympic Winter Games,” Evans mentioned. “Joseph Kosinski, ‘Top Gun: Maverick’ and ‘F1’ filmmaker, directed the spot and made it feel epic and cinematic.”

Meanwhile, Brandcenter alumni Meranne and Luke Behrends, co-founders of the company Words from the Woods, take viewers to Maine to witness a contractor’s supreme morning in “Morning Calm,” for Hancock Lumber. The spot follows a contractor driving by means of snowy serene again roads and ocean views relaxed as a result of their lumber order is being dealt with with precision by Hancock Lumber.

“When products and pricing are near identical to your competitors, it comes down to customer experience. We wanted to tap into a moment that expressed that feeling,” Meranne mentioned. “We knew that what matters most to contractors is reliability, transparency and ease.”

Elizabeth Daniel and 4 fellow Brandcenter alumni labored on the Martin Agency’s advert for RITZ crackers this 12 months. The advert stars actress Scarlett Johansson and comic Bowen Yang and follows a celebration on “RITZ Island.” Two individuals look on, lamenting how they weren’t invited due to their “saltiness.” However, they finally get to hitch the enjoyable.

While among the adverts give attention to the humor and whimsy that the Super Bowl is understood for, others took a extra emotional method. Sam Dolphin, freelance artistic director for Mirimar, labored as one of many minds behind Rocket and Redfin’s advert, which places a contemporary twist on the favored music “Won’t You be My Neighbor” to focus on that solely 25% of neighbors know each other.

The advert is supposed to underline the message that Rocket and Redfin coming collectively makes it simpler to steadiness mortgage charges, permitting individuals from all financial backgrounds to develop into new neighbors, Dolphin mentioned.

“This Super Bowl, we created an ad that’s asking Americans to be kind to their neighbors,” he mentioned. “We wanted to create work that might actually get people to think differently. I live in Minneapolis, where every single one of my neighbors is rallying to help our immigrant neighbors right now. This song feels like a rallying cry that taps into the zeitgeist of everything that’s happening around the country. “Nobody has cared for our well-being as much as Fred Rogers did … and we can deliver that timely message again” with the assistance of Lady Gaga, who sings the enduring music within the advert. “We live in an era where kindness and neighborliness are in short supply. So it was great to make something that asks people to show up and look out for our neighbors.”

Below is a have a look at the Brandcenter alumni with adverts throughout final evening’s recreation.

Apple Music

Chris Trumbull (copywriting, 2010)

Apple

Bosch

Chris Colliton (experiential design, 2012)

Andrew Quay (experiential design, 2012)

Droga5

Witness the last word transformation. From Justaguy into none apart from Guy Fieri himself. With some further Boschalicious bonus footage combined in.

Cadillac Formula One

Zach Brown (artistic model administration, 2019)

Translation LLC

The mission has formally begun. Introducing the primary Cadillac Formula 1® Team Livery.

Discover Puerto Rico

Adam Aceino (copywriting, 2011)

R&R

Fan Duel

Craig Gerringer (copywriting, 2012)

Andy Grayson (technique, 2004)

Jon Hirsch (artwork course, 2016)

Charles Hodges (copywriting, 2009)

Zak Milner (copywriting, 2013)

Cody Pate (artwork course, 2013)

Arts & Letters Creative Co.

FanDuel, “Last Call for Football: Super Bowl LX” ft. Luis Guzmán (2026)

Google Gemini

Tristan Smith (copywriting, 2009)

Josh Rosen (artwork course, 2002)

Google Creative Lab

With Google Gemini, it’s straightforward to think about a brand new room, a brand new challenge, or perhaps a entire new chapter. Gemini is your personalised AI assistant for studying, planning, creating, and getting issues achieved.

Hancock Lumber

Meranne Behrends (technique, 2007)

Luke Behrends (copywriting, 2007)

Words From The Woods

Life360

Tom Naughton (technique, 2006)

Alto NYC

Liquid IV

Hannah Barr (technique, 2019)

Anomaly LA

Liquid I.V. dropped its teaser for Super Bowl Commercial 2026.

Michelob ULTRA

Lindsey Evans (artwork course, 2023)

Wieden + Kennedy NY

Race you for an ULTRA?

Oakley Meta Glasses

Dinma Onyekwere (artistic model administration, 2021)

Alex Ward (artwork course, 2025)

Boyan Zlatarski (artwork course, 2025)

Mother LA

Athletic Intelligence is right here. With a mix of Meta AI, hands-free digital camera, open-ear audio, next-level efficiency optimization and extra, Oakley Meta Performance AI glasses are altering the sport.