{"id":10529,"date":"2026-02-09T12:33:06","date_gmt":"2026-02-09T17:33:06","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/02\/09\/stop-buying-attention-start-earning-it\/"},"modified":"2026-02-09T13:26:41","modified_gmt":"2026-02-09T18:26:41","slug":"stop-buying-attention-start-earning-it","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/stop-buying-attention-start-earning-it\/10529\/","title":{"rendered":"Stop Buying Attention. Start Earning It"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By David Palmer, Executive Creative Director, Thinkingbox<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With all eyes on the TV and let\u2019s be honest, TikTok. Super Bowl commercials have always been the main event.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But this year?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The real show isn\u2019t on the screen.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s outside.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because while the internet argues over \u201cbest spot\u201d and \u201cworst spot,\u201d the smartest brands are doing something harder. Something braver. Something real.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They\u2019re showing up in person.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And not in a vague, logo-on-a-step-and-repeat kind of way.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Diageo isn\u2019t treating the Super Bowl like a single media buy. They\u2019re treating it like a cultural footprint.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Across the weekend, they\u2019re activating portfolio-wide \u2014 not with one brand shouting louder, but with multiple brands embedding deeper.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Don Julio is leaning into Latino game-day rituals with Ready P\u2019al Show \u2014 taquer\u00eda pop-ups, DJ trolley takeovers, and a social series starring Druski and Young Miko.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not just tequila. It\u2019s tradition. It\u2019s rhythm. It\u2019s community.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Smirnoff is tapping the intersection of sports, fashion, and Gen Z energy \u2014 dropping a one-of-one jacket with Aleali May and showing up across key NFL weekend moments.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Not a spot. A statement.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And Captain Morgan? They\u2019re leaning straight into fan culture \u2014 mustache-themed challenges, on-site game day experiences, and activations tied to NFL Honors.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s playful. It\u2019s physical. It\u2019s participatory.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is what presence looks like.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And that shift matters.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Super Bowl used to be a broadcast moment<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">One screen.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One message.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One shot to leave a mark.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A 30-second flex designed to hit like a cultural gut punch.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The Clydesdales. The frogs. The puppy.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Those weren\u2019t ads. They were <em>events.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They didn\u2019t just interrupt the game \u2014 they became part of it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But the world changed.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Attention got fractured.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Algorithms got greedy.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">People got tired.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Now a commercial can be brilliant and still disappear before the fourth quarter even starts. According to <a href=\"https:\/\/www.marketingbrew.com\/stories\/2025\/01\/28\/super-bowl-advertisers-recall-big-chalk\">Marketing Brew<\/a> last year, the average unaided awareness among the top 10 performing brands was just 10%. This year, it slipped to 8.5%.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s not a creative crisis. It\u2019s a context crisis.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The brands that win now aren&rsquo;t chasing attention<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">They\u2019re building <strong>presence.<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Not impressions.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Not reach.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Not \u201cviews.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Presence.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because here\u2019s the truth:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A commercial asks for attention.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">An experience <em>commands it.<\/em><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When brands activate around the Super Bowl \u2014 the pop-ups, the stunts, the takeovers, the fan moments, the unexpected collisions \u2014 it stops being advertising.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It becomes a memory.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And memories don\u2019t get skipped.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They don\u2019t get muted.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They don\u2019t get scrolled past.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>This is the new scoreboard: connection<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The best brands aren\u2019t trying to be seen.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They\u2019re trying to be <em>felt.<\/em><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They\u2019re creating moments where people don\u2019t just watch the brand \u2014 they step into it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They live inside it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They walk away with a story they can\u2019t wait to tell.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because content isn\u2019t something you manufacture anymore.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s something you <strong>ignite.<\/strong><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And the people do the rest.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Advertising is getting physical again<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">For years, everything chased efficiency:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Targeting.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Optimization.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Performance.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Scale.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Clean numbers. Safe bets. Same outcomes.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But culture doesn\u2019t happen in dashboards.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Culture happens in the wild.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In crowds.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In noise.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In the kind of moments that feel too alive to be planned.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s what these Super Bowl activations are doing.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They\u2019re putting brands back where they belong.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Not as sponsors.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As <em>participants.<\/em><\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The strongest brands aren&rsquo;t just running ads<\/strong>.<\/h2>\n<p class=\"wp-block-paragraph\">They\u2019re building environments people want to enter.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They\u2019re creating proof, not promises.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They\u2019re turning belief into something you can touch.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because in 2026, the most powerful advertising isn\u2019t the loudest.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s the most lived.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And this Super Bowl, the biggest brand moments aren\u2019t fighting for airtime.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They\u2019re fighting for something more valuable.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A place in real life.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With all eyes on the TV and let\u2019s be honest, TikTok. Super Bowl commercials have always been the main event.<\/p>\n","protected":false},"author":7,"featured_media":10530,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[13],"topics":[2],"class_list":["post-10529","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-sports-entertainment","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Stop Buying Attention. 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