One overall point of criticism of the different Super Bowl ads was the lack of integration with other media and thereby that brands neglected the opportunity to prolong the campaigns offscreen. The majority of the ads were in fact “only” entertaining TV ads without any further activation or engagement.

However, General Electric and BBDO New York created an interactive game for GE that ran during the Super Bowl on an NBC sports microsite. The game ‘Performance Machines’ cleverly took NFL players head to head against GE’s ‘super machines’ (such as a train, jet engine and microwave oven), in nine interactive battles.

Visitors of the site were invited to help each athlete win the competitions using their voice and keyboard. The site used 591 videos to create an immersive, experience and the results suggest that it was a success.

Gatorade is one of my favorite sports brands. They constantly upload some cool content or webisodes and now have made a new commercial to introduce all their endorsers and show how they manage to perform week after week.

All the endorsers are world-class athletes, who demand the best from their bodies. And they know that everything they do on the outside starts with what’s inside. So this campaign metaphorically examines the story inside the athletes. What drives them, what fuels them, what pushes them before, during and after their competitions and workouts.

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Also, if you’r a football fan remember to check out “Evervthing to Prove”, which is 10 small films about making it to the NFL.

There are plenty of opinions about LeBron James. Is he among the world’s best players, is he a true role model for kids and what about the latest shift to Miami? I guess, the Cleveland fans at least have altered their opinions about him during this summer.

Big corporations often ask stars and celebs to pack their bags, when storm and bad press is rising due to drugs, embarrassing affairs or when other bad stories come out. However, Nike shows courage and that the brand actually has balls by keeping Lebron James as their basketball endorser and by making the new campaign “What should I do? - the Rise”.

I will even go as far as saying, that Nike and the ”Just do it” – mentality in a cool manner more than ever appear to be more centered around personality than performance. In the end, when James asks for the last time, what should I do? I’m thinking, “Be yourself” not “Just do it”.

When that’s said, Nike write the following to the commercial “This isn’t about what LeBron James has done, or hasn’t done. This is about the difference between the expectations others may have of him versus the expectations he has of himself. What should he do? The answer is a question”.

Time to judge and enjoy the amazing production yourself:

Rise: