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There are three things that make a great Super Bowl ad. It's got to be ownable. People need to know that it is your brand.

You are spending the money after all, it's got to be memorable.

If people can't remember that it happened, you're missing out on the ability to actually drive those business results. And it's got to be relevant. Because the relevance is what allows you to have

the multiplier effect to go from being just a 30 second spot or just a 60 second spot to being something that

lasts longer and ultimately drives the business impact that is needed.

And I think that this year brands played it safe.

There was a real lean in to nostalgia and into what I would call Americana.

And some did it right and some didn't do it well.

That's Dara Treciter, Chief Marketing Officer of Autodesk, formerly at Peloton and Apple and

GE and more. The morning after the Super Bowl,

Dara joined me for a fun chat about the best and worst of this year's Super Bowl ads,

from the omnipresence of Matthew McConaughey to the creepy-to-by spot that made everyone get up

and leave the room. Along the way, she shares key marketing lessons about

celebrity endorsements, the ROI on making a political statement, and more. So let's get to it.

I'm Bob Safian, and this is Rapid Response.

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