“Super Bowl ads are one of the purest forms of branded entertainment,” says Larry Vincent, Group Director of Strategy in the Los Angeles office of premier brand strategy and design consultancy Siegel+Gale, and long-time entertainment marketing expert. “Super Bowl ads have become theatre in their own right, but if you’re not tying the ad to a direct call to action, you have to ask: what is this huge investment really doing for my brand?” “The iconic Apple Macintosh introduction ad in 1984 worked as a brand- building tool because it addressed the promise of the brand and established the voice that the brand would employ for decades to come. But it was also a spectacular launch point for a much bigger campaign — the next day they launched the product. They used the media for its greatest strength: reach. Frequency was not a factor, since the ad ran once and only once.