Super Bowl 2018: Diego Yurkievich, Conill

"Messages among multicultural audiences tend to be underrepresented."


Diego Yurkievich
Chief Creative Officer Conill
In a few words, can you tell us who you are and what your job title is?
Diego Yurkievich, Chief Creative Officer at Conill.
The current price for a 30 second slot is over $5 million. In your opinion is the spend worth it?
It all depends how those 30 seconds are used. We know the audience is there and it is engaged. If the idea is wonderful, makes connections and is memorable, then it’s priceless. Now, if you don’t have a great idea or if it’s just there to make noise, then you are wasting a big opportunity and quite a bit of budget.

It’s a great responsibility.
Is there a demographic you believe Super Bowl advertisers have failed to target or a business sector that is underrepresented?
The Super Bowl is a cultural phenomenon in the US and it tends to cut-across segments. Messages among multicultural audiences tend to be underrepresented, but the biggest targeting failure by far, is when brands do not speak authentically to their true audiences in favor of trying to appeal to everyone.
Who do you think is the ‘brand to watch’ at this year’s Super Bowl?
Do you think advertisers can benefit from taking a political/social stance in the Super Bowl?
That’s a complicated subject in such a politically-charged environment. Consumers do increasingly like brands to have a personality, and to understand where they stand on some matters.

It depends very much, on what kind of brand you are. Does your product or service have a natural connection? If you are true and authentic to your brand character, you can inspire deeper connections with your audience.
Are there any fumbled opportunities that come to mind when you think of past Super Bowl advertising?
There are terrific successes and missed opportunities during every Super Bowl or other big event. And I’m not talking about the ones critics will pan on Monday. As I said earlier, when you develop and execute a communication that’s not on-character or speaking to their true audience.

You can have a gut-busting hilarious or poignant commercial that people will enjoy, but they won’t remember the product or service the next day. They’ll just recall the entertainment value. That’s a big miss in my book.
Eagles or Patriots?
My heart is with the Eagles. My money is on the Pats.
What is your favorite Super Bowl ad of all time?
Apple’s 1984. It may seem cliché in creative circles, but it is “THE” Superbowl ad.


Diego Yurkievich
Chief Creative Officer Conill