Hi, it's Bob Safian. You've been hearing me as the host of rapid response in this feed for a few years now,

with short newsy interviews alongside the deeper dives of Masters of Scale. Well, I'm excited to share that rapid response is expanding into its own feed.

We'll be putting out shows twice a week, focusing on the urgent issues that business leaders are dealing with in real time.

So search for rapid response in your podcast player

and subscribe to make sure you get all our episodes.

I'll see you on the other side.

You don't only want people to remember the ad,

but you want them to remember the brand behind the ad.

And I think there were a few ads that everyone is talking about the ad but no one is remembering the brand.

Bud Light stayed very light. You could say that again. They were so light. They were so light they were up in the air, right?

It's about really understanding who your brand is, who your customers are, and what you're going to do.

But I will say at the end of the day they are hard costs associated to this.

So if you spend that money, show me the roaming, show me the

roaming, show me the return on marketing investment.

That's Dar a tres, Chief Marketing Officer at Autodesk, formerly at Peloton, Apple and elsewhere.

Today's episode dives into this year's Super Bowl ads, what worked, what didn't, and what the millions

of dollars spent on airtime and celebrities indicates about the year ahead for anyone trying

to make a connection with customers.

Dar shares her take on everything from Bud Light to Beyoncé,

plus her three-part rubric for what makes an ad a winner.

There are meaningful lessons for any business

along with plenty of fun.

...