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  • Ads, Activations, and All the Action from VaynerMedia at Super Bowl LIX

    Ads, Activations, and All the Action from VaynerMedia at Super Bowl LIX

    Another year, another Super Bowl in our books. 

    And another opportunity to make an impact. This year, we showed up and showed out for the big game in New Orleans, bringing our total Super Bowl ad count to 14 and activating across a dozen brand experiences. 

    VaynerMedia is Back in the Big Game 

     

    VaynerMedia helped Duracell launch their first-ever Super Bowl spot, showing consumers what it means to be “Built Different.”  To drum up excitement and keep an element of surprise, we made the strategic decision to keep the spot under wraps until the Big Game. 

    In addition to Duracell, VaynerMedia we also created a fast-paced  :15 spot for Tubi’s latest series “The Z-Suite.” Designed with Gen Z in mind, the ad incorporated social media-inspired elements to resonate with the younger audience and capture consumers attention during the Big Game.

    Activating Around the Super Bowl

     

    But our involvement went far beyond just the commercials. We captured on-the-ground content and engaged with audiences in real-time to reinforce our belief that the Super Bowl is about much more than the game. From content capture to real-time engagement, we helped brands create meaningful moments throughout the weekend. 

    Here are a few of our favorite examples:

    • Crown Royal: Real-time content for the the Crown Royal station
    • Ulta Beauty and Zapps hosted “For The W” Clubhouse with Gallery Media Group to celebrate the incredible women who make every weekend memorable
    • From the kitchen that brought the viral Hummurkey, we introduce the Sabra Ball—a football made of hummus (which garnered over 280k views!) 

    These activations not only captured attention but also fostered engagement that lasted long after the game ended.

    Is it Really Worth $8 Million? 

     

    We believe Super Bowl ads are still underpriced (even at $8M), and the smartest brands don’t just buy airtime; they extend their presence across social, events, and influencer activations. The Super Bowl is about building brand moments that extend before, during, and after the game. This year, we proved once again that VaynerMedia knows how to play at every level.

  • Marcus Krzastek: “It’s Clear That APAC Is Setting Global Trends”

    Marcus Krzastek: “It’s Clear That APAC Is Setting Global Trends”

  • 40 Under 40 2024: Tim Lindley, VaynerMedia

    40 Under 40 2024: Tim Lindley, VaynerMedia

  • How sparking a flavourful debate reignited the Twisties brand

    How sparking a flavourful debate reignited the Twisties brand

  • Duracell’s Super Bowl Shock: Commercial Shows Tom Brady Running Out of Power

    Duracell’s Super Bowl Shock: Commercial Shows Tom Brady Running Out of Power

  • Inside Duracell’s Super Bowl ad with Tom Brady and VaynerMedia—made in just 40 days

    Inside Duracell’s Super Bowl ad with Tom Brady and VaynerMedia—made in just 40 days

  • Winning the Super Bowl: Brand Playbook 2025

    Winning the Super Bowl: Brand Playbook 2025

    The Super Bowl is a cultural moment, a social media battlefield, and a brand-building opportunity like no other. At VaynerMedia, we see this moment as much bigger than a single 30-second spot. Here’s our take on the trends shaping this year’s Super Bowl marketing landscape and how brands can maximize their impact.

    Social Media Is the Real MVP (If You Actually Understand the Platforms)

    More than ever, social media is the engine that drives Super Bowl buzz. Even brands without a national TV spot can make a splash by showing up creatively in real time. With a single piece of social creative capable of racking up millions of views, we’re seeing brands embrace “surround sound” strategies—leveraging social to amplify their message far beyond the game itself.

    With the looming uncertainty around TikTok, expect brands to diversify their channel strategies. YouTube, Snapchat, Instagram, and even X (formerly Twitter) will all play a bigger role in the conversation. The smartest brands will be platform-agnostic, creating native, platform-specific content that thrives in multiple digital spaces. 

    Rethinking the Celebrity Playbook

    For years, brands have treated celebrity endorsements as a guaranteed win. But in today’s landscape, it’s more about how they drive conversation beyond the spot itself rather than who you feature.

    We’re seeing brands leverage a mix of big names and emerging creators to reach different audiences at different altitudes. The best executions will blend mass appeal with the influence and cultural relevance of social-first talent.

    Real-Time Reactions Are Non-Negotiable

    The best Super Bowl strategies unfold in real time. The brands that win the night will be the ones that listen, react, and participate in the cultural conversation as it happens.

    Community management needs to be thought of as creative. It’s about showing up in a way that adds to the moment. Clever, well-timed comments from verified accounts can be just as impactful as a well-produced ad. Brands that embrace “commenting as creative” will find themselves at the center of the action.

    Is a $7M Super Bowl Spot Still Worth It?

    At VaynerMedia, we believe the Super Bowl is still the best media deal in town—if you get the creative right. The brands that will see the biggest return are the ones that build their campaign with proven social insights in mind.

    A great Super Bowl ad doesn’t exist in a vacuum. It’s a launchpad for a much bigger, multi-channel execution. Brands that validate ideas through social, create content that’s built to travel, and optimize for different formats will see the biggest payoff.

    The Post-Game Playbook

    Winning the night is one thing—winning the days after is another. Too many brands plan their post-game strategy in a vacuum instead of using real-time data to guide their next moves.

    The key is identifying the broader themes that resonate with audiences, not just the obvious viral moments. What did different consumer segments engage with? What conversations took off that your brand can build on? Super Bowl Sunday is just the beginning—smart brands will use it as a listening moment to inform their next wave of content.

    Gen Z Is Watching—But Differently

    Younger audiences aren’t experiencing the Super Bowl the way past generations did. They’re multi-screening, engaging with second-screen content, and consuming commentary from their favorite creators in real time. YouTube, in particular, has become their version of television, and watch parties and reaction content are just as important as the ads themselves.

    Brands that embrace this shift—by creating content designed for these secondary viewing experiences—will find new ways to connect with younger audiences.

    Extending the Moment Beyond Game Day

    One of the biggest mistakes brands make is forcing an extension plan that doesn’t align with how consumers actually respond. Instead of sticking rigidly to a predetermined playbook, brands need to be flexible and amplify what actually worked.

    That might mean leaning into a short-form cutdown that took off on YouTube Shorts instead of the full-length spot. Or maybe a meme, a reaction video, or a behind-the-scenes clip becomes the real cultural moment. Super Bowl marketing should be about sustaining relevance in creative, unexpected ways.

    The Future of Super Bowl Marketing

    The Super Bowl is still the biggest stage in advertising, but the game has changed. The best brands will show up everywhere consumers are paying attention, with content that’s built to move, spark conversation, and drive impact long after the final whistle.

    At VaynerMedia, we believe in a modern approach to Super Bowl marketing—one that blends creativity, agility, and a deep understanding of digital culture. And if this year’s game is any indication, the brands that embrace that mindset will be the ones that truly win the night.

  • Exclusive: How Tubi Built The Z-Suite’s Meta Ad Campaign

    Exclusive: How Tubi Built The Z-Suite’s Meta Ad Campaign

  • VaynerMedia Taps Marcus Krzastek as First President, International

    VaynerMedia Taps Marcus Krzastek as First President, International

  • Meet the New Presidents at VaynerMedia

    Meet the New Presidents at VaynerMedia

    As VaynerMedia continues to scale globally, two key leaders have stepped up to take us to the next level: John Terrana (JT), President of the Americas & Global Chief Media Officer, and Marcus Krzastek, President of International. With a combined 20+ years at VaynerMedia, the deep support of Gary and the trust of our clients, we’re thrilled to welcome the newest Presidents at VaynerMedia.

    JT: Pushing the Boundaries of Media and Creative

    John Terrana, known by most as JT, has spent the past five years shaping the agency’s media operations across the Americas and beyond. He’s passionate about VaynerMedia’s unique integrated approach. “There’s no other organization in the industry like us. We’re running billions of dollars in media while simultaneously producing millions of social media ads. No one else has that combination of media, creative, and production under one roof.”

    A firm believer in the agency’s Honey Empire philosophy, JT values ambition balanced with kindness. “We want to win, but we also truly care about people. That’s what makes this place special.”

    For those looking to thrive at Vayner, he offers this advice: “Meet 100 people in your first 100 days. Everyone here is not only talented but generous with their time. If you take the initiative, you can accelerate your growth by learning from the best minds in the industry.”

    One of JT’s proudest achievements is launching the Residency Program, which started with just over a dozen participants and has since grown to welcome nearly 100 global residents each year. “Watching that program become one of the best onboarding experiences in the industry is something I’m really proud of.”

    Rather than focusing on traditional campaigns, JT champions VaynerMedia’s always-on approach. “We don’t think in campaigns the way traditional agencies do. Our model is always-on, organic and paid social at scale. I love what we’re doing for brands like Wingstop, where we’re producing hundreds of social media ads per week, optimizing in real time, and delivering results that wouldn’t be possible with a traditional ‘big campaign’ approach.”

    Marcus: Scaling VaynerMedia’s Global Footprint

    Marcus Krzastek has been in the room since day one, witnessing and shaping VaynerMedia’s evolution from its earliest days. Starting as a part-time team member of the finance team, he quickly became a key player, helping land foundational clients like Campbell’s Soup and Zappos. Over the years, he took on various leadership roles, including serving as Gary Vaynerchuk’s Chief of Staff for many years—a role that gave him a front-row seat to the agency’s rapid growth and a deep understanding of its inner workings.

    “There are so many nuances across different markets,” Marcus explains. “From budgets to cultural perspectives, staffing, and communication lines—each region requires a unique approach.” His mission is to build a globally integrated yet locally nuanced structure that maximizes impact.

    Over the years, Marcus has worn many hats—helping land early clients like Campbell’s Soup and Zappos, launching VaynerMedia’s analytics and platform teams, and serving as Gary’s Chief of Staff before running The Sasha Group in 2024. Now, as President of International, he’s focused on ensuring that VaynerMedia’s global expansion remains deeply rooted in the company’s core values. “Doing the right thing is always the right thing,” he says. “Even when it makes life harder in the short term, prioritizing clients and employees over immediate gains leads to sustainable success.”

    For those looking to grow within VaynerMedia, Marcus emphasizes the importance of exploration. “There are incredibly smart people across every department. To truly succeed, you need to understand all the moving parts.” He encourages specialists to step outside their silos and learn from other teams. “If you’re in media, spend time with creative. If you’re in creative, get to know client partnerships. The more you understand, the more effective you become.”