The Super Bowl, Advertising's Biggest Stage with Mark Gross and Chris Bellinger

🎙️ How Brands Win Advertising’s Biggest Day With Mark Gross (Highdive) and Chris Bellinger (PepsiCo Foods U.S.) In this episode of Technically Creative , Orlando Wood sits down with Mark Gross , Co-Founder and Co-Chief Creative Officer of Highdive, and Chris Bellinger , Chief Creative Officer of PepsiCo Foods U.S. — two of the most experienced creators in modern Super Bowl advertising. Together, they were behind last year’s breakout Lay’s spot The Little Farmer , and this year’s follow-up, The Last Harvest — a beautiful, generational story about a father passing his potato farm down to his daughter. In a sea of celebrity spectacle, their work stands out for its sincerity and emotional craft. But the Super Bowl has changed. What used to be a single broadcast launch is now a multi-week cultural campaign. Spots are teased to press, released on social feeds days before kickoff, and supported by full-scale war rooms tracking the game in real time. With ads now costing around $8 million for 30 seconds , the stakes have never been higher. In this conversation, Mark and Chris break down how Super Bowl advertising really works today — from emotional storytelling and celebrity strategy to PR runways, social media scorecards, and what success actually looks like the morning after the game.