This Sunday, February 9, the final game of the American National Football League will be played. After last year, when the Super Bowl became the most watched TV event in the US, another high viewership is expected.
Thanks to this, Fox was able to charge a record seven million dollars for 30 seconds of advertising time. Although companies such as Kia, BMW, Toyota, Volkswagen and insurance company State Farm (see MAM 05/2024 for more) are giving up the chance to make an impression this year, many will not miss the opportunity.
Among them, with its first national ad this year, is, perhaps surprisingly, the water-in-a-can brand Liquid Death, which has so far made deft use of more regional campaigns and other Super Bowl-related activities. "There's no cheaper way to reach over 100 million unique viewers who want to watch ads," said brand chief Mike Cessario.
And who else agrees with him?
Stella Artois
As Stella promised in the trailer for the spot, it did. She helped David Beckham find his lost twin "the next David Beckham". He bears a striking resemblance to Matt Damon. The campaign is set up with Artist Equity, the studio founded by Damon and Ben Affleck, who also directs the ad. As Stella Artois promises, viewers will be able to watch the relationship between David and the "other David" evolve throughout the year.
Pringles
Chip brand Pringles, with agency FCB New York, is developing a story inspired by its logo and summoning the iconic moustache in the spot. Celebrities are not missing, of course, including actors Adam Brody and Nick Offerman and James Harden of the Los Angeles Clippers.
Salesforce
Matthew McConaughey is not only the star of the Uber Eats campaign (see below), but he has also been engaged by Salesforce, the platform that deployed two spots for the Super Bowl. In one of them, McConaughey shows how artificial intelligence was supposed to help the business after uncovering a conspiracy related to football and food. But it doesn't do that unless they're using Salesforce projects, of course.
Meta/Ray-Ban
Heavyweights have pulled Meta and Ray-Ban to promote AI-powered eyewear. Actors Chris Hemsworth, Chris Pratt, Kardashian clan head Chris Jenner, and a $6.2 million banana are not missing. And in addition to the 30-second spot for the Big Game, they also released an extended version.
FCAS
Not just an anti-Semitism organization, the Foundation to Combat Antisemitism is back with a second spot for the Super Bowl from agency VML with help from Mekanism and Mindshare. Featuring football legend Tom Brady and rap legend Snoop Dogg, they develop the What's Up With Hate campaign and say that all reasons for hate are really as stupid as they sound.
TurboTax
Actress and producer Issa Rae will star in the spot for R/GA's TurboTax platform. In the trailer, meanwhile, they promise a way to pay taxes worthy of 2025, following the "Now this is taxes" campaign.
DoorDash
Delivery platform DoorDash, which picked up a slew of awards including a Cannes Lions Titanium Lion with last year's Super Bowl campaign, will focus on the DashPass loyalty program this year with agency Wieden+Kennedy. Already in the trailer, Nate Bargatze is trying to calculate the payoff, following the lead of the famous meme.
Häagen-Dazs
The ice cream brand is throwing itself into its Super Bowl debut fast and furious with the help of agencies Nice&frank, Spark Foundry and The Door. It's building on the success of its "That's Dazs" platform and is even slowing down Vin Diesel and Michelle Rodriguez with its treat.
Papaya Global
Papaya Global, one of the few B2B companies that provides an employee payout platform, is looking to build on the success of last year's spot, which tripled interest in its services. With agency McCann Tech likening the stressful "payroll mess" to a game of "sow the mole".
Booking.com
After comedians Melissa McCarthy and Tina Fey, Booking.com reached out to celebrities from The Muppet Show, led by Miss Piggy, with agency Zulu Alpha Kilo.
Reese's
Don't eat the lava, pleads the Reese's brand to its customers, who were fooled by the launch of a new "chocolate lava" product, according to an ad from agency Erich & Kallman.
HexClad
For its Super Bowl debut, the kitchen utensil brand enlisted the help of chef Gordon Ramsay, with agency Rosewood Creative, who, in the style of the Men in Black franchise, gets a lesson not only about cooking but also about fame.
Hellmann's
The Unilever Group brand is making a literal return to film history with agency VML, reprising the famous scene from When Harry Met Sally after 36 years. There's no shortage of Meg Ryan, Billy Crystal and a mayonnaise sandwich.
Doritos
Frito-Lay chips are going back into their own history and reviving the Crash the Super Bowl project, letting their fans film the commercial. The winner gets a million dollars and a trip to "The Big Game." Voters chose from these three finalists.
Their efforts are being judged by a focus group made up of more than just Kansas City Chiefs players.
Bosch
German brand Bosch will make its Super Bowl debut, enlisting the help of Antonio Banderas and also bringing wrestling legend Randy Savage to life.
Uber Eats
Uber Eats, the delivery service, is betting on safety with Special U.S. agency. After last year's success with the Beckhams, it's once again playing with allusions to viral moments in history with a host of celebrities. Starring Matthew McConaughey, it debunks the conspiracy theory that American football was invented to boost food sales. He is ably seconded in the trailers so far by Martha Stewart and singer Charli XCX.
WeatherTech
As a refreshment among the celebrity representatives, the ad for the manufacturer of home and car accessories WeatherTech, which with the agency Pinnacle Advertising bet on a daring group of seventy-year-old women going on an adventure with the tune Born to Be Wild.
Instacart
Online supermarket Instacart doesn't spare any familiar faces with its debut. It just squeezes as many mascots of the brands whose goods it sells as possible into one spot with agency TBWA\Chiat\Day instead of actors and singers.
Angel Soft
Toilet paper manufacturer Angel Soft chose an interesting strategy for its Super Bowl premiere with Grey New York. It promises advertising that will allow viewers to bounce so they don't miss the game, spots or the halftime show, directed by Kendrick Lamar and sponsored by Apple Music. It's about to run.
Budweiser
Beer can't be missed at the Super Bowl, and Budweiser will once again try to impress with the help of the Clydesdale horse. This time it's betting on a colt that the owner says is too young to deliver kegs.
Coors Light
AB InBev's competition is not missing either. Coors Light from the Molson Coors group with agency Mischief @ No Fixed Address are developing a "Choose Chill" communications platform. In the Super Bowl spot, they help actor Timothy Simons, who is having a "dumbass day", or as they say in America, a "case of the Mondays". And then he offers fans a special pack of beer to cope with the "dumb mood" of an ordinary Monday after the game.
Bud Light
Another AB InBev brand doesn't have it easy. Bud Light is still trying to win back its customers after the controversy with the Dylan Mulvaney campaign two years ago. Will it succeed with "big men" like Shane Gillis, Post Malone, and Peyton Manning?
Michelob Ultra
"Ultra hustle" then shows off Michelob Ultra on behalf of AB InBev with the unbeatable duo of Willem Dafoe and Catherine O'Hara. And that's even when pitted against Sabrina Ionescu, Randy Moss, or Ryan Crouser.
Rocket
The Rocket Companies group, which includes mortgage lender Rocket, will be impressing during "The Great Game." With agency Mirimar, they want to show how owning a home brings people together. "No celebrities, no shenanigans, just people coming home," the company said.
Squarespace
Web development platform Squarespace will have a 30-second spot at the Super Bowl. So far, it has released a trailer four times longer. In it, popular actor Barry Keoghan creates a site for his sidekick, Don Mosley, with whom he has already appeared in the "story as old as the internet" teaser.
NerdWallet
Debut awaits fintech company NerdWallet, which promises the arrival of genius with agency Deutsch. Will Beluga help with personal finance?
Novartis
Giving breasts the attention they deserve is what Novartis wants in its Super Bowl debut. The spot, created with agency Merkley+Partners, cast comedian Wanda Sykes and actress Hailee Steinfeld.
Hims & Hers
With Childish Gambino's "This is America" in the internally produced spot, the Hims & Hers platform warns of the obesity epidemic and offers weight loss remedies in a "fight against the system."
Source: mam.cz
