“The fact that the spot will air in the Super Bowl doesn’t change that rate as directors don’t make a premium depending on placement,” one of the creative agency executives said. “However, once someone has directed Super Bowl spots and earned a reputation for delivering quality content at that level, their rate will rise because they’ve earned the prestige.”
According to the executive, prestigious director day rates can range from $30,000 to $50,000. Meanwhile, a second creative executive noted that, when you hire a major director, you’re also hiring their select crew, such as the director of photography, stylists, and casting team, which would increase expenses.
The second executive said that commercial production costs could range from $900,000 to $4 million, depending on the number of shoot days and scope, excluding celebrity talent and potentially post-production.
In other words, those Dunkin’ commercials donut come cheap.
