This week, we’re seeing brands make big moves in the marketing space, from mocking response ads to early bids for Super Bowl spots. Catch up on all the news you may have missed in our Marketing Must Reads.

Samsung’s Response to Apple’s “Crush” Commercial

Last week, Samsung turned around a quick ad responding to Apple’s heavily criticized commercial “Crush,” which depicted a hydraulic press crushing various artistic tools to create their new iPad Pro. Samsung’s new spot takes place in a nearly identical setting to Apple’s ad, with crushed instruments strewn about the room. A young woman picks up a half-destroyed guitar and begins playing while reading music off her Samsung Galaxy Tab S9 tablet. The ad wraps up with the message “Creativity cannot be crushed” flashing across the screen.

The ad is an obvious and direct shot at Apple, especially because the Galaxy Tab S9 is not a new product Samsung needed to promote – it’s been on the market for nearly a year. While critics widely panned Apple for their tone-deaf message, Samsung’s follow-up is receiving mixed reviews. Some called the ad a brilliant response, while others noted that it’s starting to feel like a pile-on. Watch Samsung’s new ad for yourself here: https://www.businessinsider.com/watch-samsung-ad-mocks-apples-failed-ipad-pro-crush-spot-2024-5

Pepsi’s “Grills Night Out” with Bobby Flay

Pepsi has been positioning its soda products as a superior pairing with food for years. This summer, they’ve partnered with celebrity chef Bobby Flay to show how Pepsi complements meals made on the backyard grill. The effort includes new limited-edition Pepsi flavors Pepsi Lime and Pepsi Peach, developed in partnership with Flay, which will be available at retailers throughout the summer.

The ads show Flay firing up his backyard grill, sharing food with friends and enjoying the new flavors of Pepsi. The campaign tagline centers on “unapologetic enjoyment” and encouraging consumers to take time to grill their favorite foods, even if it’s not a major summer holiday. Find out more about Pepsi’s summer strategy here: https://www.marketingdive.com/news/pepsi-official-soft-drink-grilling-season-bobby-flay-campaign/716030/

The NFL is Coming to Netflix

The NFL is officially coming to Netflix next season. After a successful partnership with Prime Video to air Thursday Night Football last year, the NFL is further expanding into streaming services. Netflix will have exclusive rights to air the Christmas Day doubleheader in 2024, as well as rights to at least one holiday game in 2025 and 2026. According to Bloomberg, the streaming rights cost Netflix $150 million per game.

Netflix and the NFL have previously partnered to create special content in the past. Netflix’s docuseries “Quarterback” followed the journeys of several NFL quarterbacks, and this summer, the new installment “Receiver” will premiere on the platform. Learn more about the future of the NFL on streaming services here: https://www.foxbusiness.com/sports/netflix-lands-three-season-nfl-deal-will-stream-christmas-day-doubleheader

First Super Bowl Ad Secured by Sketchers

Speaking of the NFL, the 2025 Super Bowl may still be nine months away, but the first ad spot has already been secured. Last week, Sketchers officially locked in a commercial spot for next season’s big game, marking the 12^th time the shoe brand will advertise during the Super Bowl since 2010. According to the president of Sketchers, the brand is prioritizing advertising during major team sporting events this year, including the Olympics and major global soccer tournaments. While Sketchers did not give details on its plans for the Super Bowl ad, they did call it their “biggest and best Big Game commercial to date.”

According to Variety, broadcaster Fox is reportedly charging brands at least $7 million per 30-second commercial. When CBS broadcast the last big game earlier this year, they charged about $6.5 million per spot, and all ad space was sold out by November 2023. Read more about Sketchers’ sports strategy and how the Super Bowl continues to grow in advertising popularity here: https://www.businesswire.com/news/home/20240516308624/en/Skechers-First-Brand-to-Buy-Super-Bowl-LIX-Ad