Advertising industry veteran and Boston University (BU) College of Communication (COM) Professor of the Practice Doug Gould has worked as a creative director and writer for more than 40 years, developing campaigns for brands such as Anheuser-Busch, Bank of America, Dunkin’ Donuts, and Novartis to name a few. Budweiser’s 2002 “Respect” Super Bowl spot was selected as one of Ad Age’s “Top 50 Super Bowl Ads of All Time,” a ranking that celebrates commercials that shaped advertising history. He has brought his industry experience and creative expertise into COM’s classrooms, teaching students how to think like real-world creatives.
On Being Chosen for Ad Age’s “Top 50 Super Bowl Ads”
“When I got the call, I was shocked and honestly honored,” Gould said. “The campaign was created 15 years before the award. It’s humbling to see that something I helped create still sticks in people’s minds. When we created the campaign, we knew it was something special. Being remembered for more than 15 years means we made something that truly resonated with people.”
What Makes a Great Super Bowl Ad, and What Made Yours Stand Out?
“A truly great Super Bowl ad takes risks,” Gould said. “When everyone else zigs, you have to zag — you do the opposite of what’s expected.”
“When our campaign was released, people were still very traumatized from 9/11. Most commercials were trying to be funny because advertisers believed the Super Bowl should be an emotional escape. However, we took a different approach by being deeply emotional instead of humorous. It was very unexpected at the time, but I guess we did it right. People still remember it years later.”
When everyone else zigs, you have to zag — you do the opposite of what’s expected.
How Advertising Has Changed
Reflecting on how the industry has evolved, Gould laughs. “When I started, there were no computers, no Adobe, no social media. We worked in print, radio, TV, outdoor, and direct mail.”
Today, what works on TikTok won’t work on YouTube or TV.
“Now, there are millions of different platforms,” he said. “Back in the day, you could make a TV spot for ABC and it would work everywhere. Today, what works on TikTok won’t work on YouTube or TV. Every platform needs its own idea, and that forces a new level of creativity.”
AI: Promise and Concern
When asked about trends that both excite and worry him, Gould singled out artifical intelligence.
“It’s the same answer for both,” he said. “AI can be an incredible creative tool. It can generate film clips, visuals, even scripts. But we risk losing the pride of authorship. It’s becoming hard to identify what’s real and what’s not. We need laws to govern it. It’s a force we need to control, not ignore.”
Timeless Principles of Great Advertising
For Gould, the core of great advertising hasn’t changed. “Great ads are based on human truth and insight, delivered in a way people haven’t seen before,” he said. “Make work that makes people feel — that’s my number one principle when it comes to creativity, just like with the Super Bowl ad.”
“People will have lasting memories of things that touch them emotionally.”
Advice for BU Students
To students dreaming of one day working on a Super Bowl ad, Gould offers simple but powerful advice. “Don’t worry about where you start. Just try to get a little better every day,” he said. “My career had a lot of luck in it — both good and bad — and you can’t control luck, but you can control how much you make out of every situation you’re in.”
You can get in touch with Doug Gould via LinkedIn or his website.
Leave a Reply