NEW YORK (AP) — Big-name advertisers are going all in on Sunday's Super Bowl, casting high-profile actors, investing in dazzling special effects and hoping to captivate viewers with laughs during game breaks. invite .
In an increasingly divided and polarized media landscape, and with fewer people watching live television, the Super Bowl is an anomaly. Viewership for the big game has actually increased, with a record 115.1 million people watching him last year.
So marketers will use the game, which airs Sunday on CBS and streams on Paramount+, to showcase new products, brand extensions and It will draw attention to your marketing message.
Many Super Bowl advertisers appear to be focusing on fantasy and light humor as an escape from the polarizing US presidential election and deepening conflicts around the world, often incorporating nostalgia and mini-reunions of TV characters. I'm here. .
“The seriousness is over,” said Kimberly Whitler, a marketing professor at the University of Virginia's Darden School of Business. “Marketers have realized that entertainment, fun, and escapism are the name of the advertising game.”
Many Super Bowl commercials have already been released. Here's what we know heading into this year's big game. TV SHOW MINI-REUNIONS
Perhaps taking a cue from the success of last year's Pop Corners ad, which featured the reunion of “Breaking Bad” actor-stars Bryan Cranston and Aaron Paul, this year's ads have featured mini-TV reunions. They are appearing in large numbers.
T-Mobile, which has been reuniting its Scrubs co-stars for Super Bowl ads since 2022, teamed up Zach Braff and Donald Faison to star alongside Jason Momoa in “Flashdance…What?” along with a cameo from Jennifer Beals.・Sing a version of “A Feeling.'' .
In an ad packed with celebrity cameos, including Judy Sheindlin from “Judge Judy,” Elf Cosmetics reunites “Suits” stars Gina Torres, Rick Hoffman and Sarah Rafferty in a courtroom parody .
The NBC sitcom has its fair share of reunion moments during games. Jennifer Aniston works with her “Friends” co-star David Schwimmer in an Uber Eats ad that shows people forgetting things to remind them that Uber Eats can deliver a variety of items. I seem to have forgotten that I did it.
In the Mountain Dew Baja Blast ad, Aubrey Plaza does everything she can to “Blast”, including reuniting with her “Parks and Rec” boss Nick Offerman, who flies on a dragon. He says he can do it.
Also, an ad on Booking.com in which Tina Fey hires a shadowy person to stay at a different property is a sign that Tina Fey has hired a shadowy person to stay at another property, which is similar to the site's “30 Rock'' co-stars Jane Krakowski and Jack McBride. This is because there are many options, including layers.
Tim Calkins, a marketing professor at Northwestern University, said bringing together characters from famous TV shows can help connect with viewers.
“A younger, more on-trend figure may be more exciting, but the recognition of these established characters may be lacking,” he said. “Surprise is the key to Super Bowl promotion, so unexpected reunions work well.” Nostalgia, Light Hijinx
Humor and nostalgia are present in many advertisements. Molson Coors' ad brings back the “chill train” that last appeared in his ad in 2005, nearly 20 years ago. The tongue-in-cheek ad depicts a train crashing into a football game party and taking the party to a Coors His Light. Turns out LL Cool J is the conductor.
For Sophia Colucci, Molson Coors' chief marketing officer, the Super Bowl is a key marketing strategy for Molson Coors, which is in its second year of advertising after Anheuser-Busch ended decades of exclusive sponsorship of the game. It is said to be a unique venue that reaches out to customers and attracts new customers.
“One of the things we're really thinking about is retaining and protecting our core drinkers while also attracting new drinkers,” she said. “The Super Bowl is a huge stage where you have the opportunity to speak to the audience at large.”
Doritos introduces its new Dinamita chips in another joke-filled ad, depicting two grandmother-like women in a store with actress Jenna Ortega. This is our 24th year promoting at the Bowl). They set out to chase “Top Gun: Maverick” actor Danny Ramirez, who grabs the last bag of potato chips from a store shelf, revealing his powers of action.
Frito-Lay North America CMO Brett O'Brien said Dinamitas aims to reach a “young, multicultural audience” between the ages of 16 and 24.
There are always plenty of celebrities appearing in advertisements, and the star power seems to increase every year.
“Now we're celebrities on steroids,” said Jessica D. Collins of the Brand Center at Virginia Commonwealth University. That's not necessarily new or surprising for the Super Bowl, but “this year it's going to be even more so,” she added.
I mean, Arnold Schwarzenegger stars in a State Farm ad, Ice Spice stars in Starry, Christopher Walken faces his own imitation in a BMW, and headlines the Super Bowl halftime show. This means that celebrities will appear, such as Usher appearing in an Uber Eats spot.
Many ads have multiple celebrities crammed into the ad. Beyond the TV show reunion, Michelob Ultra will feature soccer legends Lionel Messi, “Ted Lasso” star Jason Sudeikis and retired Miami Dolphins quarterback Dan Marino . BetMGM features Vince Vaughn, Tom Brady, and Wayne Gretzky. And Paramount+ is touting a star-studded lineup, including Drew Barrymore, Sir Patrick Stewart, and Creed.
Squarespace also has some big names behind the camera, including Martin Scorsese, who directed the domain hosting site's first Super Bowl ad.
Star power is exciting, but you can always take it too far. Linli Hsu, an associate professor of marketing at the University of Minnesota, said advertisers run the risk of viewers remembering the star of a commercial but not the brand name.
Collins said one organic way for advertisers to land celebrity appearances is to choose a rising star who already has a connection to a brand or capitalize on a recent pop culture moment.
“A lot of times when you see a celebrity come out, you think, 'That person would never have used that product.' Why are they there?” she said. Ta.some serious moments
Of course, this year's Super Bowl commercials aren't all funny.
The Robert Kraft Foundation, which fights anti-Semitism, announced it will run an ad featuring Martin Luther King Jr.'s speechwriter, Dr. Clarence B. Jones. Dove's ad focuses on the fact that a lack of self-confidence leads girls to quit sports. And Google's mind-blowing ads use “Guide Frames” (an AI-powered accessibility feature for Google's Pixel cameras that uses a combination of audio cues, high-contrast animations, and haptic vibrations) to help people understand I'm following a blind man who takes pictures. and its place in his life.surprise
As always, there will be a few surprises on game day. Some advertisers, such as Amazon, have remained silent about any plans. Startup e-commerce site Temu has reportedly purchased multiple ads. In presidential election years, you may see ads for candidates. Although there are no signs of that happening, many are wondering if advertisers will somehow capitalize on Taylor Swift's buzz this year.
Regardless of whether she taps into the commercial side of the big game, advertisers are looking to take note of the 'Taylor Swift effect' and reach everyone, not just sports fans, marketing officials say .
“People who have never watched a day of football in their lives are now watching the entire game, not just for the advertising, but for the game itself and celebrity sightings,” Collins said.
