In 2011, you didn't add for Volkswagen that is known as the ad that changed Super Bowl advertising forever.

That was a headline, which is kind of funny, given that you're now the CMO of the NFL.

But before it could be the ad that changed Super Bowl advertising forever,

you had to change a few minds.

Tell us a story about it.

Yeah, well, everyone knows that there's a tremendous amount of pressure to do any Super Bowl at, right?

And because everyone's nervous that, you know, you're

on a lot of money, right? It's a lot of money. Everyone's looking at it. Everyone's going to grade it.

They've got the USA Today ad meter, you know, that's going to come out and everyone's going to look at it and so

forth. And even, believe it or not, and I work for Volkswagon and a German

company, the headquarters are based in, you know, in Wolfsburg, even the executives in

Wolfsburg were really nervous about the whole thing. Well, you know, it was a relatively new agency

at the time, Deutsche L.A. And they had an ad that was, saw immediately when I when I when I when they

presented it to me was just gold right but it was foreign a car it was a new car

the first car that we that we did there in Chattanooga first time that they

had manufacturing in the United States and the car wasn't coming out until

i think september or something so it was like six months or something before the car came out and

you know they're like well we can't go this early with it with this uh those who said that were

where where you're right bosses in wolf we're not going to spend all this money and come out with this ad this early.

And I said, well, first of all, this is, you can't think of this as a product ad.

This is an ad for the brand, right?

This is going to make people think differently about Volkswagen.

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