Me and Super Bowl Joe

When it comes to the Super Bowl, it’s all about supersizing. This is an event where bigger isJoe Schaak & Lisa Proctor better. You see it in the players, the crowds, the halftime show, the parties—and then there’s the commercials.

Those 30 second micro stories that businesses spend big bucks producing and sometime even more placing. And then there’s the real unsung Super Bowl heroes. Commercial directors. That’s where me and super star, Super Bowl Joe come in.

Joe Schaak, great guy, great friend and even greater director was the talent behind the Century 21 spotfeaturing Donald Trump. Deion Sanders and Apolo Anton-Ohno.

As the president and creative director for a Minneapolis advertising and marketing agency that specializes in working with brands and businesses that effect positive change in the world—including categories like wellness marketing, green advertising, the organic industry, social change communication and more, I know the work and long hours it takes to create those few seconds of brilliance.

This year, as director, Joe was part of the creative energy behind the light that lit up flat screens across the nation. And as someone who is not a lover of football, but definitely a lover of good creative—it was great fun to have a beer and sit beside Joe, his family and friends as his spot became part of this year’s Super Bowl, supersized history.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

About Lisa Proctor

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