The SUPER BOWL, the final playoff game of the national football league, is approaching together with the advertising event of the year. Tough economic times seem to have no effect on the big game.
This year, the National Football League finals, known as the Super Bowl, fall on Sunday, 12 February. Tough economic times do not seem to have affected the number one advertising event in the US market. Advertising space, which is among the most expensive, sold out in early September. This year, advertisers will pay a record seven million dollars for 30 seconds, half a million more than last year.
The advertisers are paying a high price for the high viewership that the Super Bowl has. Last year, it was watched by 36 million households, up 12% from the previous year. However, there has been a considerable turnover of advertisers - Pepsi ended its decade-long sponsorship of the Super Bowl Halftime Show, where it was replaced by Apple Music. After 33 years, beer producer Anheuser-Busch InBev relinquished its contract as the exclusive alcohol advertiser, which its rival Molson Coors took advantage of. And crypto currency advertisers, who were highly visible last year, drew back.
To mark its new partnership with the Super Bowl Halftime Show, Apple Music has teamed up with Rihanna, who will perform in the stadium as the star of the Big Game.
Anheuser-Busch InBev is promoting its Busch Light beer at the Super Bowl with singer Sarah McLachlan. With the ad called “Shelter”, the brand returns to its mascot, a guide that gives people tips on wilderness survival. The campaign was created by The Martin. Other brands in the group that will get a slot during the final night include Budweiser, which will team up with Kevin Bacon, Bud Light and Michelob Ultra.
Competitor Molson Coors is returning to the Super Bowl after more than 30 years. It has teamed up with betting platform DraftKings to encourage viewers to bet on the details of an upcoming commercial before the game. So far, it has only revealed to promote two of its most popular brands - Coors Light and Miller Light. People can bet on the rest, such as which beer from the group will appear on screen first, which dog will be behind the bar or how many people will have beards in the spot. They can also bet on one of six possible endings. They can win a portion of half a million dollars. Droga5 is the agency behind the campaign.
M&Ms is also returning to the Super Bowl after a one-year hiatus, using the prominent air time to promote its purple novelty introduced last autumn. The purple mascot has become the brand’s new “spokesperson” and is meant to symbolize inclusivity and acceptance. The campaign was produced in collaboration with New York-based agency BBDO.
For the sixth year in a row, Pringles will be part of the Super Bowl. The brand of chips will team up with pop star Meghan Trainor this time. As the campaign teaser shows, the main storyline is likely to be a hand stuck in the iconic tube. The campaign was created by Grey.
Doritos will be at the Super Bowl for the 23rd time this year, this time featuring singers Jack Harlow and Missy Elliott in the campaign. The ad also features the winner of a TikTok contest, where contestants perform their dance inspired by the triangular shape of the chips. At the same time, the ad will introduce the new Doritos Sweet & Tangy BBQ.
For the eighth time, Avocados from Mexico is joining the Super Bowl. Actress Anna Faris is the face of its spot. The teaser, which has already been released, shows that the ad’s message will focus on “good times and good taste”. The brand worked with Lerma to develop the campaign and will use a billboard in Times Square. Artificial intelligence tool ChatGPT will allow viewers to generate a themed tweet after scanning a QR code, which will appear on the screen during the Big Game.
Procter & Gamble will support its Downy Unstopables brand at the final game. The brand tests the freshness of the laundry it washes 12 weeks in advance. An unrevealed celebrity has been cast in the campaign, hiding under a sweatshirt throughout the test. If the sweatshirt continues to smell nice during the Super Bowl, the celebrity will reveal his/her identity. Saatchi & Saatchi is the agency behind the creative.
The new advertiser in the Super Bowl will be the streaming platform Tubi, a member of Fox Corporation, which holds the Super Bowl rights. It will run three different half-minute spots in primetime to showcase not only its new image but also its long-term creative strategy, which resulted from a collaboration with a new agency - Mischief @ No Fixed Address. The brand has already released two teasers.
Another newcomer to the Big Game is software company Workday, which is teaming up with musicians Ozzy Osbourne and Gary Clark Jr. in a campaign called “Rock Star”. According to information released by the company, in addition to two teasers, the Super Bowl spot will feature Joan Jett.
Other advertisers to be seen during the Super Bowl include Rémy Cointreau cognac, booking platform Booking.com, WheatherTech, car company Kia and brewer Heineken.
Source: mediaguru.cz
