Successful Super Bowl Ads Generate a Reaction

Curator’s Scott Battishill joined some of the industry’s most successful and accomplished advertisers and marketers last week for the American Advertising Federation’s 2016 Chalk Talk. The panel spent the evening going over spots from #SB50, sharing their opinions on what worked, what didn’t, which made an impact and which were duds.

The overall sentiment was that companies have to take a stand, make a splash, or do something crazy to stand out in such a loud, crowded marketplace.

To put it bluntly, neutrality sucks and it’s not going to get brands anywhere.

Some brands seemed to put out ads just for the sake of having an ad. They wasted $5+ million and didn’t take advantage of the stage they were on. The spots that everyone forgot about were the spots that didn’t have brand recognition, connect with the viewer, or strongly tie into social, which is where the conversation would continue long after the Lombardi trophy was awarded.

When a brand is competing for attention, they have to be the Donald Trump: loud, crazy, controversial and memorable. Brands who are safe, boring, neutral – the Jeb Bush of commercials – are forgotten. When there is so much going on in the viewer’s life – a game to watch, a beer to drink, a friend to talk to – it’s easy for a brand to get lost in the commotion. Spots that stood out made viewers stop, listen, react and respond.

So the take away here isn’t, “What’s the formula for a successful Super Bowl commercial?” The take away is brands will never get anywhere sitting in the middle. Whether good or bad, some reaction is better than no reaction. Either way, people are still talking about your brand and [hopefully] remembering your product.


For Chalk Talk 2016, Scott was joined by Mary Knight, Principal and ECD of Hydrogen; Ronan O’Mahony, Director of Brand & Advertising at T-Mobile; Cal McAllister, Co-Founder and CEO of Wexley School for Girls; and Troy McCall, Freelance Creative Director. The event was moderated by Chris Copacino, Account Director at copacino+fujikado.

Advancing the Story that “Together, We Save Lives.”

Photo by Kate Hudson

Photo by Kate Hudson

Last week, I supported our client, The Safariland Group, at the Shooting, Hunting and Outdoor Trade Show and Conference (“SHOT Show”) in Las Vegas – the industry’s largest conference and trade show.

For the past few months, we’ve been working with our client team to prepare to announce new products and strategic partnerships. All of this planning was focused on the company’s motto that, “Together, We Save Lives.”

As a result, The Safariland Group announced 17 new products and partnerships from the all-new Safariland Armor collection to the next generation of body-worn camera technology.

The most meaningful experience, for me, was witnessing a ceremony to honor new inductees into the SAVES Club, a special designation for individuals from law enforcement and military that experienced a life-threating event in which their armor or gear from The Safariland Group contributed to saving their lives.


This presentation involved hearing the stories of the inductees, including two U.S. police officers and an international tactical operations unit. I was impressed and moved by the casual way each shared their experience and the gratitude expressed for the body armor and shields that allowed them to survive.

To date, The Safariland Group SAVES Club includes over 1,930 officers saved. Ultimately, the SAVES Club personifies “Together, We Save Lives.”

Explore some of these stories like Britt Sweeney – Save #1,704 or Matt Hanlin – Save #1,792.

Until next time,


Trending: Fall Fashion

Believe it or not, Fall is just around the corner. Whether you're preparing for back-to-school, or just looking to refresh your wardrobe in time for the changing of the seasons, you'll want to be up to speed on the latest fashions hitting the runway. Neiman Marcus at Fashion Valley, a Simon Mall, hosted a trend luncheon this afternoon to showcase the best of Fall fashion, with looks that will help you turn heads this season.

Check out some of the top trends below:

Folklorica - Fringe, lace and patchwork invoke a '70s vibe this season.

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Backpacks- Hands-free is the way to be, especially when paired with a sleek hoodie.

Full-Bodied Reds - Crimson, carmine and claret, oh my!

Alternate Suiting - Be bold and choose mixed patterns for a new approach to work wear.

Go Green - Shades of olive, loden and teal are all the rage this season.

The Last Layer - Top off an outfit with a poncho, duster coat or cape to stand out.

White Out - Winter white with black accessory accents makes for a cohesive look.

The Flared Leg - Flares are back in a big way and look amazing with a chunky heel.

Velvet for Daytime - Why wait for night to make a statement?

The Saddle Bag - This is the "it" bag of the season, and another throwback to the '70s.

Seeing any other trends that will be hot for Fall? Share them with us by tagging us on Instagram (@curatorpr).







What’s Trending: Spring Style

Spring is here, and that means it’s time to do some Spring closet cleaning and freshen up the wardrobe. Luckily, I was invited to check out the season’s latest trends at Neiman Marcus Fashion Valley during their official Fashion Must-Haves luncheon for Spring 2015. 

After being greeted with lemonade and beautiful blooms, Neiman Marcus Style Advisor Alex Yanez took the group through a fashion journey, showcasing the hottest trends of the season, detailed below:

The New Bohemian

Think new-age gypsy with a mix of boho blouses and tunics, distressed denim and embroidery. The maxi dress is also back in a big way.


Fringe details on everything from skirts to bags and jackets are in this season.

Spice-Market Colors

Spice up spring with colors like cayenne, paprika, saffron and sage.

Summer Suede

Lightweight suede for apparel and accessories can add luxe to a Spring look.

Flat Sandals

Not my personal favorite trend since I need my heels, but flattery appears to get you everywhere this Spring.

Long, Layered Necklaces

Layering different stones and metals helps to tie together a Spring outfit.

The Bucket Bag

Versatile, yet functional, this bag can carry it all, and still look on-trend.

All Whites

Crisp and clean, all-white outfits with golden accents are sure to turn heads. You can mix shades of bright white to sandy beige too.

Mix, Don’t Match

The interplay of different prints, patterns and textures can make for a knockout look.


Sleeveless Jackets

Sleeveless jackets give off a cool vibe, while keeping you cool at the same time.

Coming Up Roses

Rosy cheeks, pale pink lips – all perfect for spring beauty!


What’s trending on your fashion must-have list? Tweet us @CuratorPR!

Fall Trends Hit the Runway in San Diego

Last week marked the official arrival of fall, and that of course means it’s time for a wardrobe makeover! It’s finally cooling down a (teeny) bit in SoCal, so it was only fitting that Curator client Fashion Valley, San Diego’s premier retail shopping destination, marked the stylish arrival of the season with its annual Fall Fashion in the Valley runway shows.

Fall fashion took center stage at Fashion Valley, with a showcase of the latest trends from retailers like AllSaints, Halston Heritage, HUGO by Hugo Boss, Joe's Jeans, Scotch & Soda, Ted Baker, and more.

Check out my Top 3 personal favorite trends from the event’s two runway shows below:

Capes  (C. Wonder)

The cape is the new statement piece for fall, perfect over a holiday dress to add a bit of polish to your evening wear, or even with jeans to add some class to a more casual look. This one from C. Wonder is adorable with the polka dot silk shirt.

Leather (AllSaints)

Leather accents are back this season, and can be seen in everything from leather skirts, boots, jackets and even jean details, including these looks from AllSaints. This season, colored leather is a new take on this classic fall staple too.


Rockin’ Red (Halston Heritage)

Red in all hues is a great statement color for the season, especially when worn head-to-toe. This evening-inspired look (perfect for a formal gala or holiday party) from Halston Heritage lit up the runway last week.

In between the runway shows, attendees got an up-close demo of ArcoYoga, presented by the newly opened lululemon athletica store at Fashion Valley. If you haven’t heard of AcroYoga, prepare to be impressed! It’s a blend of yoga, acrobatics and performance arts.

The event also gave guests a chance to kick off the season of giving, with the holidays just around the corner. In support of Rady Children's Hospital – San Diego, shoppers who made a $10 donation to the organization received a Fashion Pass to get their shop on, with special savings throughout the weekend.

Fall Fashion in the Valley also kept guests entertained with in-store parties, exclusive discounts, and interactive pop-up makeup, styling and fitness demonstrations. The Beauty Garden area, located near Hugo Boss and Chico’s, treated fashionistas to mini makeovers from Sephora, dry bar hair styling from Carlton Hair Salon & Day Spa, and hand treatments and skin demonstrations from Kiehl’s Since 1851.

The first 250 attendees scored swag bags, and one lucky shopper won a $500 Simon gift card and makeover styling session with Fashion Valley’s new team of personal shoppers.

Thank you to all the amazing shoppers, media and bloggers who came out to support!