theSkimm With: Robert Kolt
The wait is almost over: On Sunday, the Philadelphia Eagles will take on the Kansas City Chiefs in Super Bowl LVII. More than 100 million Americans are expected to tune in. While many will be watching for the football, others will be there mainly to catch Rihanna’s halftime show…or the commercials. That might explain why, this year, some advertisers are paying as much as $7 million for a 30-second spot.
With so much hype and so much money in play, we wanted an expert’s take on why Super Bowl commercials are must-watch television. Here’s what Robert Kolt, a professor of practice at Michigan State University, had to say…
Q: The Super Bowl is perhaps the only time of year that many of us welcome ads. Why is that?
The Super Bowl features the best ads in the industry every year. For people who are looking for quality advertising, this is your moment. The Super Bowl itself is also the biggest American audience television program every year. The game draws more people across all demographic groups than any program on television. And that means that if you’re an advertiser, you’ve got to do something that plays to an audience in a variety of ways.
Q: What kind of ad trends do you think people will see this year?
As we emerge from the total COVID environment, I think people are back to really wanting to be entertained and to be happy. Give me a celebrity, make me laugh, give me an animal, make me smile, and maybe I’ll engage in your product. I think what we have today is that advertisers are making more demands on the companies and ad agencies. They want engagement.
Q: Is there anything else that makes a winning Super Bowl ad?
If it can tell a great story and move someone’s emotion in 30 seconds, you have really accomplished something in the industry. So oftentimes it’s not only laughs.
Psst, this interview has been edited for length and clarity.
What's Happening
In relationships...
Valentine’s Day is almost here. If you feel like reading too much into it, there’s new data on the state of online dating (spoiler, it is possible to find love on the apps). Or, if you’re in the mood for romance, don’t be a square, and try out the “Triangle Method” on your next date. You could also surprise them with a box of candy hearts — which, who knew, typically get a sweet refresh every year. Also, trending: kicking off the single life with a divorce registry. And the weirdness of work spouses.
In music...
SZA’s having some good days at the top, while Rihanna is getting ready to shine bright like a diamond at the Super Bowl halftime show — and on a rumored tour soon after. Meanwhile, King Charles III is apparently prepping for his own big day with a very British playlist. And even though emo has made a return to the mainstream, Paramore’s no longer in the business of misery.
In nature...
Turns out, the orange zombie fungus in “The Last of Us” is real, and it’s edible. Though, it’s not exactly like what plays out on television. But that doesn’t mean the threat of fungal pathogens is nothing to worry about. Oh and speaking of fungus, here’s what a rare hissing mushroom looks like. Plus, how the skincare industry is embracing the shroom bloom.
Weekend Escape
*Slams laptop shut until Monday.* We know the feeling. And we’ve got some tips for escape.
Next weekend is Presidents Day — which means, you may be looking for ways to spend your OOO. While it’s probably too late to organize a getaway, it isn’t too late to plan a staycation. Here are some tips on how to have a vacation-like experience, without venturing far from home.
Pick a theme. A good staycation needs a plan. Otherwise, it can be easy to slip into your normal routine. If you want to be a tourist in your own city, visit local museums, attractions, and restaurants still on your bucket list. For something a bit more adventurous, take a day trip to a national park. Or, maximize your R&R with a self-care weekend: take a yoga class, download a guided meditation, even try a new spa treatment.
Set yourself up for success. Sure, you could find a last-minute deal on a site like HotelTonight or Tripadvisor. But you could also make your home feel like a hotel. Give your bedroom a little boost with a new set of sheets and a vacation-inspired candle. Stock your bathroom with a fluffy robe and slippers. Put some fresh flowers in your kitchen. And fill a pitcher with water and cut fruit.
Try something new. You don’t need to leave town (or even your couch) to experience new things. See your local area through a different lens with a historic walking tour. Sign up for a class that interests you, whether that’s baking buttery pastries, making a piece of pottery, or taking a trapeze class. Or check out upcoming shows at a nearby museum, gallery, or music venue.
Disconnect from social media. To really get away from it all, put away your phone — or, at least log out of your social media. Because pings and dings can feel like a constant tap on your shoulder. Instead, spend some quality time with a friend, dig out an old board game, or immerse yourself in a fresh read.
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