 The formula for Super Bowl is not to be lulled into thinking that you can follow a formula and call it a day. What works is being simple, smart and funny. What doesn't work is when people see you trying to be simple, smart and funny. You really do have to show up in a surprising way. It's the perfect place for populist humor. Big, inclusive jokes that most of America are going to get and it's a great time to use celebrities. When a brand leads with casting before creative, you only really remember the talent and not necessarily the brand or the purpose or the product. People are really moved by things they weren't expecting to see. That's the kind of heart and mind that you want to own.