Advertisers spent up to $7 million on 30-second Super Bowl spots. They are trying to entertain with humor and star power, as well as nostalgia. T-Mobile brings back “Scrubs’ stars Zach Braff, Donald Faison. General Motors’ ad features characters of the Austin Powers movies, including a reprised role for Mike Myers as Austin Powers’ nemesis Dr. Evil. Verizon remade the 1996 movie “The Cable Guy”, starring Jim Carrey, to promote its 5G Internet service. Few ads attempt to convey a serious message or heartfelt message.
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FUTURE FORWARD
What is the future? If automakers are to be believed, electric is the future. BMW’s Super Bowl commercial features Arnold Schwarzenegger playing Zeus, the god-of-the-sky (or, in this case, the gods of lightning), whose wife Salma Hayek Pinault gives him the EV BMW iX for a spiced up retirement.
Kia features the Kia EV6, brand’s first electric vehicle, in an ad that includes a cute robot dog and a Nissan Ariya, its all-electric 2023 Nissan Ariya.
Wallbox, a first-time advertiser, features a survivor of lightning in an ad for its home electric car charger.
Others advertisers are also futurists. Amazon’s commercial shows real-life spouses in a world where Alexa, Amazon’s digital assistant, can read your thoughts. Samuel Adams portrays Spot, a dancing robot-dog from Boston Dynamics in a regional commercial. He is having a good time with the brewery’s employees.
Bud Light NEXT is a new brand expansion that offers zero-carb Bud Light. Its ad features an NFT. Facebook also gives us a glimpse into its vision of the metaverse with a funny ad that features an animatronic dog and his friends in the metaverse.
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CRYPTO BOWL
A number of cryptocurrency exchanges are among the 30 new advertisers. The advocates of blockchain-based digital currencies, which have attracted the attention of both investors and financial services firms, are keen to attract regular Americans. eToro, FTX, and Crypto.com have all announced Super Bowl ad campaigns. Others have been rumored, but not confirmed.
Although the Super Bowl is a great place to introduce a brand or category, it can also be difficult for first-time advertisers to stand out. They have a huge task in 30 seconds.
Taylor from Villanova said that they need to inform the public about their product, its risks, and where it can be found.
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POP CULTURE NOSTALGIA
It’s a safe bet that nostalgia will win viewers over, and this Super Bowl is no exception.
Verizon teases that Jim Carrey will be returning to the company’s 1996 ad as “Cable Guy”, and offers a teaser. GM has hired Mike Myers to create an “Austin Powers-themed ad. It features a reprised role of Dr. Evil. Rob Lowe, Mindy Sterling and Seth Green are also sidekicks.
Some ad executives hope people will still be able to recall iconic advertising. ETrade teased in a teaser it would be bringing back the spokesbaby from its Super Bowl ads between 2008 and 2014. The Hellmann’s commercial features Jerod Mayo, a former New England Patriots linebacker, tackling people who waste food. This ad pays homage to the 2003 Reebok Super Bowl ad that featured Terry Tate, a fictional linebacker who took on office workers who were not being productive.
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CELEBRITY OVERLOAD
A celebrity who is well-known can add some positivewill to a brand’s message. How about three to five? Super Bowl ads are filled with celebrities. But this year, there are many advertisements that are too full of them.
Taylor, from Villanova, said that “I have never seen anything like this many A-List celebrities.”
Uber Eats wanted the message to be clear that it is possible to order household goods and other sundries through its delivery service. The ad features celebrities and actors eating everything, from diapers to cat litter. Jennifer Coolidge, White Lotus actor, asks: “If it was delivered via Uber Eats does that mean it can be ‘Eats” it?” Gwyneth Paltrow attempts to eat candle, Trevor Noah attempts to eat lightbulb and Nicholas Braun from “Succession” tries dish soap.
Michelob Ultra’s ad shows a bowling alley that Steve Buscemi runs. It features a host of stars from all sports, including Serena Williams, Peyton Manning, and former NFL quarterback Peyton Manning.
Planet Fitness’ commercial features narration by William Shatner. It shows Lindsay Lohan working out and winning Jeopardy against Dennis Rodman. Danny Trejo is also seen wearing the ankle bracelet.
In the Nissan ad, Eugene Levy, a straight-laced woman, is made into an action hero when she takes a ride in a 2023 Nissan Z sportscar, along with Danai Guerrira and Dave Bautista. Levy’s “Schitt’s Creek” co-star Catherine O’Hara is seen in Nissan’s electric Ariya.
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SOCIAL MESSAGES
Advertising is largely avoiding sentiment.
O’Keefe, Brand Federation’s CEO, stated that “people are avoiding deeper issues.” “People won’t try to unify us, divide us or get to the core of our thoughts. Ads will be more entertaining. However, they are also very safe.
However, a few people are sending heartfelt messages.
Budweiser returns to the market with a spot that features one of its Clydesdale mascots. The Clydesdale is able to gallop again after it was injured jumping over a barbed wire fence. This is a subtle reference to the U.S. Daniel Blake, Anheuser-Busch’s group vice president, stated that Budweiser wanted to send a message of strength & resilience.
Google’s Pixel 6 ad features Lizzo, a singer who focuses on the camera’s ability to highlight darker skin tones. Toyota’s commercial, which was shown during the Olympics, but will also air during the Super Bowl, features the McKeever Brothers, cross country skiers who won 10 Paralympic medals.
