Super Bowl commercials: Full of celebrities and nostalgia
On the field, the Los Angeles Rams and Cincinnati Bengals played nail biters in Super Bowl 56, with the Rams emerging victorious.
Off the field, the Super Bowl announcers themselves were in for some tough competition. Advertisers paid up to $7 million for 30 seconds of airtime during the Super Bowl, so they pulled out all the stops to win over the roughly 100 million people watching the game. Big stars, humor and a strong dose of nostalgia reigned throughout the evening.
“The Super Bowl featured positive and upbeat ads,” said Tim Calkins, a marketing professor at Northwestern University. “For the most part, there was no mention of the pandemic, COVID or masks.”
Chevrolet has recreated the opening sequence from “The Sopranos” to tout its all-electric Chevy Silverado – one of many automotive commercials promoting electric vehicles. This time, however, Jamie-Lynn Sigler, who played Meadow Soprano on the series that ran from 1999 to 2007, is in charge instead of the Sopranos patriarch played by the late James Gandolfini.
“As soon as they started playing the music of ‘The Sopranos,’ they fascinated me,” said Kelly O’Keefe, Managing Partner of Brand Federation. “Great link to a beloved favorite with music that can silence a crowd. When it was playing, you could hear a pin drop.
FTX, a cryptocurrency exchange, tapped Larry David of “Curb Your Enthusiasm” to indicate that cryptocurrency is ready for the mainstream. Toyota enlisted three famous “Jones” – Leslie Jones, Tommy Lee Jones and Rashida Jones – in its commercial for the 2022 Tundra. And Verizon’s announcement caused Jim Carrey to revisit his 1996 role as “The Cable Guy to promote its ultra-fast 5G wireless network.
“This is one of the most engaging ad sets I’ve seen in several years,” said University of Virginia marketing professor Kimberly Whitler. “Almost all of them focus on light entertainment.”
Cryptocurrency exchanges caused a stir during the game, with FTX, Crypto.com, eToro and Coinbase all running advertisements, leading some to dub the game the “Crypto Bowl”. They all aim to make cryptocurrency more mainstream.
Coinbase’s ad just showed a QR code that changed color while playing electronic music. The QR code led to the Coinbase website. Whitler, of the University of Virginia, said the announcement may drive enrollment but may fall flat for some.
“A floating QR code without a brand name may not be enough to generate interest,” Whitler said. “They’re probably hoping curiosity will get people to put down their beer and pick up their phone…but that’s a tall order with no other ‘reason why’.”
“(Cryptocurrency exchanges) have a lot of money and they need to create a lot of change,” said Mark DiMassimo, founder and creative head of marketing agency DiGo. “They want to get crypto assets into as many hands as possible so people can start to feel comfortable playing this game.”
In a moment of bad timing, Avocados from Mexico aired an ad that showed Julius Caesar and a group of gladiator fans outside what appears to be the Colosseum, enjoying guacamole and avocados. But the announcement came after the announcement that the US government has suspended all imports of Mexican avocados after a US factory safety inspector in Mexico received a threat.
The association did not immediately respond to a request for comment on the ban, which hits an industry with nearly $3 billion in annual exports. This year’s Super Bowl avocados had already been exported in the weeks leading up to the event.
General Motors, BMW, Kia and Polestar have all announced electric vehicles. BMW showed Arnold Schwarzenegger as Zeus, the god of the sky (or in this ad, the god of lightning) whose wife, Salma Hayek Pinault, gives him the BMW iX EV to spice up his retirement. And Kia featured its Kia EV6 electric vehicle in its ad with a cute “robot dog.” Nissan’s announcement also gave a nod to its all-electric 2023 Nissan Ariya.
Nostalgia for the past was also everywhere.
In an ad for Rocket Mortgage, Anna Kendrick talks to kids about the competitive housing market using examples of classic children’s toys like Barbie’s Dream House and Skeletor’s Castle Grayskull. GM has enlisted Mike Myers for an “Austin Powers” themed ad that features a reprise of his role as Austin Powers nemesis Dr. Evil.
T-Mobile reunited Zach Braff and Donald Faison, stars of the sitcom “Scrubs,” which aired from 2001 to 2010. And canned cocktail brand Cutwater Spirits recalled an iconic Apple campaign from 1997, “Here’s to the Crazy Ones “, with a key . The black-and-white advertisement that honors its drinkers with the salute, “Here come the sloths.”
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