Super Bowl Advertising in the Multi-Screen Era with Mark Gross and Chris Bellinger

About this episode

Orlando Wood discusses the evolution of Super Bowl advertising with Mark Gross and Chris Bellinger, focusing on the impact of multi-screen engagement and creative strategies.

🎙️ Meet the People Designing the Biggest Moment in Advertising In this special post–Super Bowl episode of Technically Creative, Orlando Wood sits down with Mark Gross , Co-Founder and Co-Chief Creative Officer of Highdive , and Chris Bellinger , Chief Creative Officer of PepsiCo Foods USA - two of the creative leaders behind some of the most talked-about Super Bowl advertising of the last decade. The Super Bowl has long been the most concentrated moment of attention in media. But what it means to advertise there has fundamentally changed. What was once a single 30-second TV event has become a multi-week, multi-screen cultural launch shaped as much by social feeds, memes, and war rooms as by what airs during the game itself. Mark and Chris unpack how Super Bowl advertising has evolved in the second-screen era, from the rise of 60-second storytelling to the limits of celebrity-driven ideas, and the strategic decisions brands now face around timing, secrecy, and amplification. They go deep on the creative risks of emotion on the loudest stage in advertising, and how Lay’s “Little Farmer” became an unexpected, last-minute pivot that reshaped the brand’s tone and expectations moving…

People in this episode

Host: Orlando Wood

Guests: Mark Gross, Chris Bellinger

Topics covered

• Super Bowl advertising
• multi-screen era
• creative leadership
• emotional storytelling
• brand strategy

Keywords

• advertising
• media
• PepsiCo
• Highdive
• Lay’s

Mentioned in this episode

Products: Lay’s

Books & works: Little Farmer

Places: Orlando

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