Once again, brands didn’t skimp on spots for the year’s advertising show. Check out a selection of the best.
The Super Bowl is perhaps the one TV event to which, in the eyes of viewers, commercials simply belong. Brand have a chance to reach not only the more than 100 million viewers who watch the broadcast on TV, but also people around the world who watch the best commercials even after the NFL finals. For this reason, sponsors do not hesitate to dig deep into their pockets. The 30-second space alone was sold by Fox for around seven million dollars. But they don't skimp on the creativity with which they try to stand out either. What are they betting on?
MOVIES RETURN
Frito-Lay's (PepsiCo) PopCorners chips made the return of Breaking Bad in its premiere during the Super Bowl. In the spot, the original starring cast members offer "their creation" so faithfully that one feels one could develop an addiction to the snack. The directorial baton, held by Vince Gilligan, the show's creator, also plays a part.
A similar strategy was adopted by the shopping platform Rakuten, which revived the 1995 film Clueless starring Alicia Silverstone. The comedy's cult status in America was confirmed by 2.2 million views of the ad in the first 24 hours of its posting on YouTube, and is approaching ten times that number after five days.
The film couldn't have been absent from the Paramount+ ad, which features Sylvester Stallone climbing his face carved into the "mountain of fun" of the Paramount logo, in a reference to his 30-year-old cliffhanger film. Watching him do so are characters from the series and the actor's three daughters, whose reality shows appear on the streaming service.
MUSIC IN THE LEAD ROLE
Brands inspired by movies have competed handily with those betting on music. Comedian Melissa McCarthy, for example, performed a musical for Booking.com, with her performance racking up over 74 million views on YouTube in the five days since its premiere.
T-Mobile has adopted a similar strategy, with Zach Braff and Donald Faison from Scrubs singing along with John Travolta to the tune of Summer Nights from the musical Grease in a spot about its services. And in the two days since the ad launched on YouTube, it has received over 15 million views.
The music, which by the way was also covered by Uber One, plays a major role in the halftime show, which was taken over from Pepsi by Apple Music and arranged for its premiere by the fan-coveted return of Rihanna. The service lured fans to her performance with numerous trailers, whether it was an inspirational launch party on Rihanna Road, an underground ball inspired by the Pose series, or a rousing cover version of the hit Stay performed by fans of 32 NFL teams.
IT'S ALL ABOUT HAVING FUN...
As already evident from the previous spots, there is no shortage of humour during Super Bowl. This was once again demonstrated by investment service E-trade, which revisited the iconic toddler commercial that premiered in 2008. The clever kid, reminiscent of the Who's Talking movies, is heading to a wedding this time.
In a similarly absurd vein, the Avocados From Mexico brand tries to show how the biblical Eve could have saved her original sin by biting into another fruit, while Doritos, with the help of Jack Harlow, Missy Elliott and Elton John, shows a world dominated by the shape of a triangle. Workday, along with Ozzy Osbourne and other rock legends, explain to business people what it really means to be a "rockstar." Pepsi, with Ben Stiller and Steve Martin, highlights the difference between great acting and great taste. Hellman's convinces people not to waste food with acting stars who could be called ham and cheese. Alongside this, General Motors and Netflix are championing electric cars in their partnership, which will be featured more in TV shows.
...AND TOUCHING YOUR HEART
It wouldn't be the advertising show of the year if some brands didn't try to move viewers. Such as in the case of dog food brand The Farmer's Dog, which emotionally guides man's best friend through a long life in its "Forever" spot.
Publicis Groupe, which became the first communications holding company to run an ad during the Super Bowl, put a difficult life situation at the center of its spot. It highlights the Working with Cancer initiative and seeks to break down the stigma faced by people battling cancer in the workplace. Many companies from Abbvie to Wallmart are involved, along with media partners from Disney/ABC and Fox to TikTok and YouTube.
Source: mam.cz
