Making great Super Bowl ads: Our expert talks strategy, pressure and innovation
Advertising expert Chuck Borghese joins our Ask the Experts podcast to discuss the strategy, creative process and high stakes behind Super Bowl commercials.
Henry Gorsuch, '26 | February 5, 2025
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A visiting professional in Ohio University’s E.W. Scripps School of Journalism and managing director of NEXT‽, OHIO's student-run advertising agency, Chuck Borghese has seen a lot during his career in advertising. For our latest Ask the Experts podcast episode, he shares stories and insights—from his early days as a copywriter to working on major campaigns. Borghese explains the high stakes of Super Bowl ads, where companies spend millions not just for airtime but to create a lasting impact.
Borghese breaks down the months-long creative process, starting with agency pitches in August and leading up to the final product in February. Some brands stick to their usual messaging, while others take risks to grab attention, citing Apple's iconic 1984 ad and their "Crazy Ones" spot from the late nineties as classic examples. He also talks about how understanding an audience is key to making an ad that sticks with people long after the game ends.
With advertising shifting toward digital platforms, Borghese points to the growing role of social media in Super Bowl marketing. He recalls the viral Coinbase ad featuring a bouncing QR code, proving that a simple idea can be just as powerful as a big-budget production. Despite changes in the industry, he says the Super Bowl remains a prime opportunity for brands willing to take creative risks while staying true to their message.
More on the Super Bowl
Collin Black, BS '20, is game to take his directing and visual effects skills to a whole new level - a Super Bowl ad. Read about how Black and his crew—mostly fellow Bobcats—created an ad for the Doritos “Crash the Super Bowl” contest that made it into the top 25 of all entries.