Transcript

GaryVee on how to make Super Bowl ads that are actually funny

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0:53 Hey folks, Jeff Berman here. I am thrilled to share some of the new names who will be joining us at this year's Masters of Scale summit. This may be our biggest stage yet. Reed Hastings, Meredith Whitaker, Van Jones, Amjad Masad, and more. Will be there with us October 20th through 22nd in San Francisco. If you're building something great, or you want to build something great, We want you there with us too.

1:20 Join us at masters of scale dot com slash apply twenty six. That's mastersofscom slash apply. Twenty six. Super Bowl week, we are here in San Francisco, and if you don't know, now you know this is where everyone gathers. It is not just athletes and people who are in the world of sport. It is Leaders from across every category of business showing up here and really not just to enjoy the game. In fact, the pro move for a lot of them is to fly out on Sunday morning and go watch the game at home. Sh don't tell.

2:01 One of the conversations we got to have is with an old friend of mine named Gary Vaynerchuk, probably better known to you as Gary Vee. Gary is one of the best marketers, one of the most creative people in business you could ever hope to spend time with. He gave us 10 minutes and 10 minutes with Gary is worth two hours with almost anyone else. You're gonna love this one. The Super Bowl add about shitting? Yeah, you know, like Shitting is something everyone understands. Everyone does it. Uh hopefully at least once a day. I think it's super clever. Like

2:35 It's amazing to me how many people think about pooping in fiber. Like now that there's so much buzz around our Super Bowl spot with Raisin Brand, I was like wow. Like we had the insight, right, but I was like, Oh wow, like everyone knows. En so en the will shot. Like that.

2:50 I gotta get my creative team like this why you hire. Talented people and give them room to cook. Um it's so clever, and we're really proud of it. And what I'm most proud of is As you know. We've known a long time. We were focused on we believe believe that social would not only eventually rival traditional.

3:08 But would surpass it. The the the social surround sound. Yeah. Like we've already kind of won, it hasn't air yet. Right. But what happens if Shatner says no? Is there a plan B on this one? Is there someone with another name that works or is it like Yeah, we we have many ideas when we approach the world. We've done about 15 spots in the last 10 years, eight years. We have to c you ha you have to c by the way, Will's not young. Like, you know, it's f I mean by the way, let me tell you something very devastating.

3:39 We had a super bowl court martial with J Lo. For Hard Rock Hotel. That have a helicopter in it. the year that Kobe passed and we had to redo the c commercial. Wow.

3:52 Like so when you're in Super Bowl commercial land. You're in Anything can happen. Yeah. I mean like literally one of the things you know, as an owner I'm always thinking about what could go wrong. When when we're like we're doing William Shatner. I'm like he's ninety-four.

4:07 I'm like Like I don't want to say it. Right, but like there's risk. So So but yes, if Will was like, hey, too expensive, we're not interested, we would have went with a different direction. But the whole concept was

4:19 This is what uses Super Bowl for. We need to think. And all of you are m it's amazing, no matter what your age is, we're all thinking about fiber more, it's trending, just like protein did. Like we need Raisin Brand to be associated with fiber as like an easy way to do it. This was the way to do it. So once you get that, and are you going in with the social and being like we're gonna we're gonna do every version of this, like this ad is the shit, like instead of I ship this ad, I shit this ad, like uh is it coins in the slot machine, like here are all the ideas we're gonna do to capitalize on this. But it's funny the analogy is I keep trying to push this on Madison Avenue. It is not coins in a slot machine.

4:54 I actually let's use football. Great. It is we're gonna throw the ball 41 times this Sunday against the Patriots, and here's what we are s like strategically on film, right? It's we're running forty-one social media ads with purpose. Yeah. Not like oh let's see what the algorithm does. Right. So yes. And no. Well, but with purpose, you still don't know what's gonna catch you. You can have a theory about you can you can feel really good about something that you don't know. Correct, but in social You could afford to do forty one passes а low cost and get quantum qual data.

5:25 Television I have to spend a fortune And pray. Right, and there's there's no take the data, pivot the next day, or just the introduction. Television, you're going broad, so now all of a sudden you're doing vanilla, something that's not relevant. You're trying to be everybody you're trying to be everything to everyone, which means you're nothing to no one. Right, right. You know, and so yeah, and social we're allowed to take that.

5:45 message and now let's go after Star Trek fans this way. And let's go after people sixty to ninety this way. And let's figure out some way to let twenty five year olds know who the hell this is. And like it it gets it gets very strategic. And so when when you and I first started hanging out twenty ish years ago Um it was like pushing a boulder up a hill to get CMOs to even think like they didn't have social media budgets. They had no like they didn't have digital budgets. It was like a a whole different world. How is it today going and sitting with the CMO marketing team and pitching ideas that like The like you got a CEO who's probably like the CMO at some point and go, We're linking our brand literally to shit. Are you sure? Right?

6:25 That one was easy again, to your point. For ninety nine percent of our Clients, they would not do that. When you were in the fiber business. And it is gut health, and it is poop.

6:35 That was It made sense. Айк оверл You know, it's funny you asked me this question. And this is so common in stories when you're on the right side of history.

6:45 The amount of shit Pun intended that I had to eat. to what's happened in the last six months, brother? I can't believe I mean Flying to San Francisco, I was with my North American president.

6:56 We s we were supposed to get six hours worth of work done. We probably had five hours of pinching ourselves of like We have clients that Two years ago. У Бакет фант тазаник со.

7:08 that are looking to sign twenty five million dollar deals. What real so what's changed? What's changed in those six months? The truth Suffocated everyone. When you're Pepsi And I'm in the building for thirteen years like I am. Yep.

7:21 And I'm like And nothing's changing in their day to day business that much because Coke's not doing anything either either. Nothing happens. But when Poppy Liquid death.

7:32 And prime energy drink go attack Gatorade, Pepsi and Aquafina, and you get Hurt. Yeah. The answer to your question is, why did it switch for us? Pain. our clients started to feel pain. And when you start to feel pain.

7:47 All of us, why are we doing bad food and exercise behaviour? But guess what? Go to the doctor and be told you're in deep trouble? I have a funny feeling we're gonna all shape up. Yeah. Брандс а стартін то філ на пані. of doing a non social first

8:02 Strategy And uh it is uh We are the great beneficiaries because we have been the pie piper for twenty years that this is the real game. I was in a meeting yesterday where someone said, and I'm waiting for the data to back this up, that they're starting to see their AI generated ads outperform their human produced ads. By the way, I can save you time. That is true. Okay. What do you see? I I see that both can work. Міні

8:27 A A the AI ads that perform will be cheaper than the human based. Well and and and on you can create the they're not even ads, they're pieces of content you can create hundreds of. Here's how it's gonna play out. For the next three to five years, the big companies aren't gonna do it because we keep yelling at them because we're all scared we're gonna lose our jobs. So we're just mad at AI. So the big companies are not gonna be able to do a butt. There should be AI Super Bowl ads this Super Bowl. Why why aren't they? Бизмер.

8:51 Everybody? Because humans in society are scared about AI, so they shame brands and say, I'm not gonna buy your stuff, and brands don't wanna lose marketing. But it's called stigma. Do you remember online dating in two thousand one? And two. We're in the perfect age some of us here.

9:07 If we had friends or ourselves met someone on match.com, we made up that we met them at the bar. We were in cahoots with our new boyfriend or girlfriend. 'Cause there was that much stigma around online dating in two thousand one, two, three, four. Yes. Now Well even I mean when I was at MySpace we did Married on MySpace. We did a whole show about people who met on MySpace and got married. Right. Okay. Um uh next year is the first year we see an AI generated ad in the Super Bowl? No, no.

9:34 I dig 28. Maybe Or a startup. And by the way, we might have it this year from the AI companies. Right. I don't know if open AI or Did you see the Anthropic Ads? I saw Twitter this morning going crazy about it, but I don't I don't have the context. Okay, okay. Was it AI generated? No. No just make fun of open AI. It's a it's it is an absolute mocking of open AI integrating ads and and Sam wrote a lengthy reply that was But p yes, but pay attention.

10:02 AI companies did not make AI ads in a world where we all know. That you could make a great AI video right now? I mean McDonald's got murdered. couple months ago, if you follow Adland, they made an ad. Burger King like mocked it and like stole the per like It went poorly. And so y I think that made everyone say, Oh, we're definitely not doing that for a year or two.

10:21 But it will happen. The stigma will go away. And uh my company will have to adjust. And every company will have to adjust. What's the number one thing CMOs aren't thinking about today that they need to be thinking about to be successful three, six, nine months from now? I would say they're probably have thought about it.

10:36 But they're not serious enough about it. There's two. Social creative and how it effects The GEO and AEO результа і ЛМ. And two. Live social shopping.

10:49 The QVC effection of social media, the half a trillion dollar industry in China. Is now here. Is that TikTok and YouTube or is that TikTok shop number one? That із whatnot the індепен. App number two that is eBay Live Quickly No.

11:07 Не з твіч лавшопін. Starting to groom. And inevitably you gotta think that Google, YouTube, and Meta, Facebook, Instagram are gonna get serious about this, because the economics are Astonishing there's also for all the nerds out there, there's an app call District. Uh, full disclosure, I'm thinking about investing in it. It's the Shopify.

11:29 of live shopping, very smart play. Yeah. So there's a lot going on in that space. Amazon owns switch, do they integrate Twitch live shopping into Amazon, is that what we see? I I plays have been not very good in this space. They gotta find one for you. You know, if you know they're a little decentralized there. Um I I do not see a world where I actually think the only reason that Google

11:55 Ek Ютуб and Meta are not in it right now. is because they're so distracted by AI. Yeah. And they're right. That's a bigger thing to focus on. But had the AI thing happened two years from now, not last year or two years ago, I think you would have already seen executions from them. Economics are enormous. Our mutual friend Cole Lazro is graduating from college in just a few months. The best kid He calls you and he says, Gary, I need I need one piece of advice to share with my classmates who are going out into this uncertain world where AI's eating the entry level jobs. What are you telling Cole to tell us about it? Go work for as little as possible, whether you're lucky like Cole, where maybe you have parents that can help you, or you're unlucky.

12:34 Like I was Where you were just willing to live humbly with five roommates and live that life? Go work. Фа з лил і пособо. You gotta live.

12:45 Тобі із клос то сан. As possible, вата мі спорт. Go be an intern. Про пат Мафи. The number seven intern, and just be around it. Wanna be in marketing?

12:59 Come to Bayner and do our residency program. Just get close to the thing. That is a huge mistake. The amount of people that have big dreams in their twenties. That don't realize they get offered five thousand more from some job that has nothing to do with their life dream. But they're not humble enough or willing to eat enough crow to go work somewhere where they're right there in the traffic. Wanna be in music? Go work for the most important music manager or label or Spotify.

13:25 For nothing, just get close to the action. Love you, man. Well, did you job, man. Did a good job. Great to see you. Always. Have a fun week. Great. Yeah, yeah, yeah. We'll kept up. Yeah. Yeah, yeah, appreciate you, buddy. Masters of Scale is a Wait What original. Our executive producer is Eve Tro. Our senior producer is Trisha Bobida. Associate producer is Masha Makatanina. Senior talent executive is Stephanie Stern. Mixing and Mastering by Aaron Bastanelli and Brian Pugh. Original music by Ryan Holiday. Our head of podcasts is Letal Mulad. Visit mastersofscom to find the transcript for this episode and to subscribe to our newsletter. And please make sure.

14:16 to check out our YouTube channel. Humans will never be more intelligent than AI. Those were great at AI and those that went out of business because they weren't. How do we build a future? That is human centered. I'm Rana El Kalyubi.

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