NZ Director Airs at Super Bowl

In just 30 seconds, Wellington ad director Paul Middleditch made his mark at this year’s Super Bowl. Sydney-based Middleditch created the NZ$3.4 million one-off slot for Diet Pepsi Max, at his sixth Super Bowl. When Middleditch – whose work includes the New Zealand ASB Goldstein ads – began directing spots and music videos in 1990, he was one of the only young directors working in New Zealand advertising. Now very much sought-after, Middleditch told The Dominion Post he does a lot of comedy work in the United States. “In America when you do comedy it becomes more high-profile and people ask you to do more work like that. So I’ve been lucky like that.”