Based on what was public, Michael Goldstein, Kristian Henschel, and I reversed-engineered the creative briefs for 10 of the best spots from Superbowl 2020. We used the GET/TO/BY brief format.
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Cheetos – Can’t Touch This
Insight: In an efficiency-driven, multitasking world, having ‘Cheeto dust fingers’ forces you to do nothing but enjoy the snack.
Get: young people who are pressured to optimize every minute
To: eat Cheetos Popcorn when they need a time out
By: showing that Cheetos dust is the perfect alibi for doing nothing else
Google – Loretta
Insight: The more Google knows about you the more it can enrich your life.
Get: web users who are wary of personal data collection
To: see the positives of data collection
By: showing that the more Google knows about you the more it can enrich your life
Amazon – Before Alexa
Insight: It’s impossible to appreciate technology until you try it
Get: Voice Resisters who believe that life is fine without Alexa
To: See how Alexa makes life better
By: Showing you don’t know what you’re missing until you have tried it
SquareSpace – Winona
Insight: It’s only when you create a website that your dream becomes real.
Get: People with passions who don’t know the value of building a website
To: Consider building a website with Squarespace
By: Showing how any dream can become a reality with a website
Snickers – Fix The World
Insight: We often point to individuals who act out but now it feels like the whole world is.
Get: all snackers who are feeling unsatisfied with the direction the world is going
To: see that snickers is the bar that satisfies
By: showing them that snickers is the antidote to the world’s hangry
Michelob 6 For 6 Pack
Insight: America is the driver of the organic movement but only 1% of farmland in America is organic
Get: environmentally conscious beer drinkers that want to make an impact
To: buy a 6 pack of Michelob Ultra Pure Gold
By: showing that every purchase of Pure Gold helps grow organic farming in America
Dashlane – Password
Insight: We rely on computers to remember everything but with passwords the onus is on us
Get: people who are frustrated memorizing passwords
To: see Dashlane as the ticket out of password purgatory
By: reminding people of the trauma of forgetting your password
Michelob Ultra – Jimmy Work It Out
Insight: Working out is seen as a chore rather than something rewarding
Get: beer drinkers who see working out as a chore
To: see Michelob Ultra as the embodiment of fun fitness
By: showing that with a different mindset working out can be fun
Heinz – Find The Goodness
Insight: No matter how daunting the situation, we take comfort in familiarity
Get: People who are exposed to new and diverse cuisines
To: Add Heinz
By: Showing that even the most daunting situation, becomes comfortable with Heinz
Coca-Cola Energy – Show Up
Insight: It feels like we’ve got more activities than energy
Get: Super Bowl Revellers who have full social calendars but no energy
To: see Coca-Cola Energy as the drink that allows them to show up
By: reminding them that not showing up is letting down those that you count on
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