Today is Super Bowl Sunday, and advertisers are shunning political messages with multi-million dollar commercials. Instead of tackling controversial topics, brands are betting on safer strategies to beat larger audiences.
This year’s ads will introduce celebrities, use their nostalgia and aim to make laughs. It reflects the broader trends of companies that chose entertainment over social commentary during America’s biggest sporting event.
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Why is it important?
The Philadelphia Eagles are fighting the Kansas City chief today, but nearly a third of viewers are keeping an eye on the infamous commercial. More than two in five viewers are more interested in the Super Bowl halftime show, advertising and overall social experience than in the game itself, research found.
“The Super Bowl is no longer football. It’s a full-fledged entertainment event,” a spokesman for Vegasslotsonline previously told Newsweek. “Whether it’s a commercial, halftime show, or social media discussion, brands have more ways than ever to attract audiences beyond the game itself.”
This is because some of the 80 ad slot costs this year have skyrocketed to $8 million, as reported in Variety with just 30 seconds of airtime. The company paid up to $4.5 million for pre-match ads. Ads usually run in 30-60 seconds.
What do you know
According to Tim Calkins, a marketing professor at Kellogg School of Management at Northwestern University, while the two teams fight in New Orleans, the commercial that airs along with the action will double the laughs and nostalgia. It’s been done. On Sunday, this was a complicated Super Bowl for advertisers.
According to Calkins, this year’s easy tone was that most advertisements were developed during the US presidential race last fall, and that the priority was to remember while avoiding divisive themes. , not a coincidence.
“This is a challenge this year. Everyone wants to be safe, but you want to be interesting too. Safe ads are not even ads you notice or remember,” Calkins said on Sunday, AP. He spoke to.
This is a shift from previous messages over the past few years. This is because some brands have previously touched on Super Bowl ads to political and social justice messages.
In 2019, Hulu’s Super Bowl ads mentioned the iconic Ronald Reagan Reelection Ad “Morning In America” to promote the third season of the dystopian thriller The Handmaid’s Tale.
In 2017, during President Donald Trump’s first term, Budweiser came before Trump signed an executive order banning immigration from the vast majority of seven Muslim countries. The ad portrays the xenophobia that endures while traveling to St. Louis, where he arrives in the US from Germany, and the xenophobia he endures while on a trip to St. Louis, where he meets his soon-to-be partner, Eberhard Anhauser. According to global citizens, Budweiser argues that the ad is not political.
Meanwhile, viewers have already tasted what’s in store this year. From Eugene Levy’s runaway brows in a small Caesars spot to British singer stickers, to transform into an actual seal from Mountain Dew, the brand has tasted the bank and made a lasting impression. Weathertech has four elderly women enlisted for Joyride, and Coors Light sloths are struggling throughout Monday’s incident.
Even the Nestlé Coffee Mate joins in the fun with a dancing tongue celebrating the cold bubbles.
Coord Light/ AP
Meanwhile, it is expected that Hollywood and pop culture references will also be the theme when actor Glen Powell puts a new spin on Goldilock for the Lamb Track. Characteristically enjoy your leisurely cruise and enjoy the Hagen Daz ice cream bar.
Nostalgia sells
One surefire way to connect with your audience: take them on a trip down memory lane. Budweiser’s Clydesdales makes a sentimental return. This time I was eager to join the delivery team. Meg Ryan and Billy Crystal meet again to recreate the classics during the Harry Met Surrey Sheen. Now it’s a love story about Hermann’s mayonnaise.
Hellmann’s/AP
Brands like Disney, Booking.com and Instacart are leaning heavily towards familiar faces featuring everything from Muppets to pop culture mascots like Mr. Clean and Pillsbury Doughboy.
Kimberly Whitler, a marketing professor at the University of Virginia’s Darden Business School, said AP Nostalgia-led ads will expand their appeal across generations.
Star Power and Celebrity Mashup
To stand out, advertisers stack commercials under well-known names. Michelob Ultra joins Katherine O’Hara and Willem Dafoe for a pickleball showdown, while David Beckham and Matt Damon cheerfully play long-lost twins on Stella Artois.
Chefs Gordon Ramsay and Pete Davidson gain momentum, and the all-star cast, including Matthew McConaughey, Martha Stewart and Greta Gerwig, will be Crowds in the Uber Eats spot.
However, with so many brands relying on star power, marketing experts warn that this approach could backfire. “There’s a balanced act of having celebrities in advertising,” Linli Xu, a professor at the Carlson School of Management at the University of Minnesota, told the Associated Press.
Serious moments in the ocean of laughter
Not all advertisers aim for humor. Pharmaceutical company Novartis emphasizes the importance of early breast cancer detection, but Dub calmly looks at how the body pushes young girls out of sports.
Hims & Hers, Foundation for Dealing with the Country’s Obesity Epidemic and Fighting Anti-Semitism, provides a harsh message about unexpected duo Snoop Dogg and Tom Brady discussing what they dislike about each other I will.
Xu was hoping that more brands would embrace a focused theme on unity, but she points out that mostly stick to comedy after a much-controversial election year .
What people are saying
Linli Xu, a professor at the Carlson School of Management at the University of Minnesota, told the Associated Press on Sunday: country. “
Mark Evans, executive vice president of sales at Fox Sports, told Variety:
What will happen next
The Super Bowl will be performed Sunday at 6:30pm in New Orleans.
This article contains reports from the Associated Press.
