'It has to matter': Portland advertising agency Weiden + Kennedy works with DoorDash for Super Bowl commercial
!['It has to matter': Portland advertising agency Weiden + Kennedy works with DoorDash for Super Bowl commercial](https://www.koin.com/wp-content/uploads/sites/10/2024/02/wieden-kennedy-b-02062024.jpg?w=800)
PORTLAND, Ore. (KOIN) -- Millions of dollars go into making the ads that'll air for mere seconds on the day of The Big Game.
Some of the experts behind creating the memorable spots for the Super Bowl are based in Portland.
Days before the game, there was a buzz at the advertising agency Wieden + Kennedy.
"Around this time, if we have a client that's in the Super Bowl, there's just a higher level of energy in the office," said Wieden + Kennedy President Jason White.
This year, there are three clients. White says his colleagues at the Portland-based office are behind a DoorDash commercial.
Plus, their New York team created an ad for Michelob Ultra and FanDuel.
"These are anywhere from 3, 4, 5, 6, $7 million for a 30-second unit. So it has to matter," White said. "You gotta stick the landing. There's just so much at stake and there's a really an opportunity to connect to consumers. And I think that's the most important part. You really have a chance to connect to millions and millions of consumers with your message."
These days, advertising opportunities go beyond making a commercial.
"We're there to kind of develop that idea, surround that idea, make sure it's bigger than just TV. And, this year we have a really cool opportunity with DoorDash and we have, a full command center of social media writers, art directors, like everyone ready to build content or work with influencers to make sure we're surrounding this, this moment," White said.
A command center made up of people from Wieden + Kennedy's online department, known as "Bodega," is where their team elevates a project to meet today's demands.
"Nowadays it's on social. Some people are watching it six seconds at a time, one clip at a time, but you still feel the energy of the whole world is watching," White said.
The team says on gameday, they'll be watching at the office and scouring the internet to keep up with what's in the moment for DoorDash. Plus, a social media influencer will join them to create content. Even a dog named Banksy is part of the energy to help make the creative space thrive.
While the world of advertising during the Super Bowl now expands to many more platforms than television, the heart of what these experts do is still very much the same.
"I think we approach this moment as a moment of entertainment, right? You want people to kind of fall in love with the brand and fall in love with the message," White said.