Adweek: Why Advertisers Went Long at Super Bowl LIII

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Excerpt: Extended spots enable marketers to engage audiences more comprehensively and can help drive share-of-voice in an increasingly cluttered environment, says David Lang, cco of Mindshare North America.

“By creating a commercial longer than the normal 30-second spot, brands have an opportunity to do just that, and they did it in many ways in tonight’s Super Bowl,” he added.

For Lang, notable among the night’s 60-second spots was Microsoft’s “We All Win,” to promote the Xbox Adaptive Controller, and Stella Artois’s long-form, lighthearted spot featuring Sarah Jessica Parker as Sex and the City’s Carrie Bradshaw and Jeff Bridges as the Dude from The Big Lebowski.

For more of the story, read the full piece in Adweek.