Super Bowl ad makes it easy using nostalgia and stars

This year, the audience is waiting for a lot of stars, light humor and catchy songs.

NEW YORK. Super Bowl ads are more than just breaks between gameplay during the biggest sporting event of the year: they give a glimpse of the zeitgeist in the country as well as how major industries are doing.

Cryptocurrency advertising and automakers are advertising less this year as these industries face challenges. Big food brands like M&Ms, tech companies like Google, streaming services like Peacock, and other alcohol brands have taken their place.

When Super Bowl LVII kicks off Sunday night with the Kansas City Chiefs taking on the Philadelphia Eagles in Glendale, Arizona, big marketers will also be battling it out during the Fox broadcast.

Their prize? A chance to attract over 100 million viewers who are expected to tune in for the big game. This entry price is high: some advertisers pay over $7 million for a 30-second video, and that doesn’t include the cost of creating the ad itself.

This year, the audience is waiting for a lot of stars, light humor and catchy songs. For the most part, advertisers avoid dark messages or outrageous humor that might have captured attention in past decades, but not now, as the country is still emerging from a pandemic, facing economic uncertainty, and the war in Ukraine continues. .

“This year is the year of Don’t Worry, Be Happy,” said Kelly O’Keeffe, Brand Federation CEO. “You name it, we had it all and it put us in an almost depressive position. This year, people have already experienced it, and advertisers are responding very well – there are traditional brands, traditional humor, and it will look like the old one. group hugs.”

WHO’S PLAYING?

Stars are a common feature in Super Bowl ads, but over the past few years ads have become more and more populated with celebrities. This year is no exception.

Popular celebrities show brand goodwill and help it stand out among the 50+ advertisers during the big game. But with so many stars in ads, it can be harder to stand out in a crowded field.

“If you use celebrity wisely, that’s huge,” said Rich Weinstein, professor at VCU Brandcenter. “But with all these celebrities, will people remember who each celebrity is attached to?”

This year the big names will make a splash: Melissa McCarthy sings the jingle for Booking.com, Miles Teller dances to the music for Bud Light, and Adam Driver makes copies for Squarespace. An avocado from Mexico enlists Anna Faris for one of the few slightly risqué commercials this year, which involves a gift in which everyone is naked, including the Statue of Liberty. Tennis star Serena Williams has appeared in two commercials, one for Michelob Ultra and one for Remy Martin. For the second year in a row, she has appeared in more than one commercial: last year, in addition to commercials for Michelob Ultra, she starred in commercials for smart home fitness equipment manufacturer Tonal. Even hip-hop mogul P. Diddy appears in ads trying to make a hit for Uber One.

One unusual star this year: Jesus. A group of Christian sponsors pay big money for two ads promoting the religious message “He understands us.”

WHAT ANNOUNCEMENTS ARE REFUNDED?

Another tactic advertisers use to win over audiences is to recreate favorite movies and TV shows. Online shopping site Rakuten made a splash this year by hiring Alicia Silverstone and Eliza Donovan to recreate what they saw from the 90s romantic comedy Clueless. Popcorners, Frito-Lay’s snack food brand, is bringing back Breaking Bad, which first aired in 2008 with stars Bryan Cranston and Aaron Paul.

Other advertisers trying to capitalize on beloved content from yesteryear: A T-Mobile ad shows John Travolta singing a T-Mobile home internet version of Grease’s “Summer Nights” with “Scrubs” stars Donald Faison and Zach Braff. Finally, Michelob Ultra made reference to “Caddyshack” in an advertisement for the Bushwood Country Club featured in the film.

According to Weinstein, nostalgia is in keeping with the mood of the times.

“Consumers want to laugh and feel comfortable,” Weinstein said. “It’s not so much about living with the challenges the world is facing today, but about diving into nostalgia and having fun.”

DO THE TRICKS WORK?

Some novice advertisers have chosen to use tricks and gimmicks to stand out from the rest. The most notable of these is Fan Duel, who hired four-time All-Pro tight end Rob Gronkowski to attempt a field goal during third-quarter commercials. If he does so, anyone who places a $5 or more Super Bowl bet on FanDuel will win a share of $10 million in free bets.

Blockchain gaming company Limit Break plans to launch a QR code during the first commercial break in the game and will distribute non-fungible tokens to people who scan it. And for its first national Super Bowl ad, Molson Coors asked people to bid on aspects of its ad, like whether it would feature Miller Lite or Coors Light.

Kim Whitler, a professor at the Darden School of Business, says gimmicks don’t always translate into positive sales or brand awareness.

“People want to do stunts because stunts get attention,” she said. “But at the end of the day, the ad has to communicate something unique or better about the brand.”

WHAT ANNOUNCEMENTS WILL BE GAME SURPRISES?

Although many advertisers release ads before the game, there are always some surprises. Dunkin’ Donuts is launching an ad that will reportedly star Ben Affleck and Jennifer Lopez, though the brand hasn’t confirmed this. Stellantis, which owns the Jeep and Ram car brands, will run two undisclosed ads. And M&Ms kept its ads under wraps after announcing that its candy characters were on hiatus – however, they will likely appear during the game.

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texasstandard.news contributed to this report.

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