Creative ads should be for life, not just the Super Bowl

Super Bowl helmets next to each other with the trophy and the words Super Bowl written below
(Image credit: Chris Graythen / Staff via Getty Images)

For anyone in advertising, design or company building, the Super Bowl has always been a great symbol of creative ambition. Despite ongoing debates about the relevance of traditional advertising, this event remains a cultural touchstone – a rare platform where brands unveil their boldest ideas to captivate millions.

It’s not just an (extremely expensive) ad buy; it’s a high-stakes opportunity to create campaigns that resonate deeply, spark conversations and define the culture of the moment (see the best of 2024's Super Bowl offerings).

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John Roescher
CEO, Raw Materials

John Roescher is the CEO of Raw Materials, 2024's D&AD Design Agency of the Year. Roescher’s interest in the internet and technology – and the ability of each to foster connection and creativity – started at a young age and accelerated once he taught himself to code. This fascination evolved into a passion which led Roescher to launch Handsome, a pioneering digital design firm. Later, driven by a desire to challenge the industry’s growing focus on efficiency over originality, Roescher shuttered Handsome and co-founded Raw Materials, where he guides the firm’s pursuit of unusual wins by balancing rigorous, data-driven processes with a sense of romance.

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