This year again, the live coverage of the American National Football League finals will be accompanied by commercials featuring big names. The price of a half-minute ad space has reached a new record.
This year's National Football League final, known as the Super Bowl, falls on Sunday 9 February. This year, the price for 30 seconds of advertising time has set a new record. While last year, advertisers who wanted to run their half-minute ad spot during the broadcast paid $7 million, this year it's $1 million more, according to CNBC. Add to that a considerable amount of money going into production, because Super Bowl advertising can't do without big names.
Meanwhile, the price of Super Bowl advertising continues to rise. For the first edition in 1967, it cost "only" $37,500, according to USA Today's Ad Meter, $2.4 million 20 years ago and $4.25 million a decade ago. So in the last 20 years, it's gone up more than 333%.
Among the advertisers this year will be the traditional ones, such as Budweiser and other brands from the Anheuser-Busch portfolio, with pharmaceutical companies also strongly represented. The halftime show is sponsored for the third time by Apple Music, which has replaced Pepsi after a decade. And according to Mark Evans, executive VP of advertising at Fox Sports, expect plenty of creative to promote artificial intelligence as well. Plus, every year, advertisers aren't afraid to reach into their pockets and pay for A-list celebrities, including Willem Dafoe, Meg Ryan, Billy Crystal, Matthew McConaughey and David Beckham this year.
Here's a selection of this year's Super Bowl ads.
Hellmann's, which will be making its fifth appearance at the Super Bowl, has created a remake of a famous scene from When Harry Met Sally. Meg Ryan and Billy Crystal returned to Katz's Deli fast food joint, where Sally showed her friend Harry at the table that women can fake orgasms. This time, however, a spoonful of mayonnaise she used to enhance her sandwich brought her to that state. The creative was created by VML.
Budweiser is once again building its ad on traditional horses. Entitled "First Delivery", the ad tells the story of a stray keg of beer and a young horse that can't be bothered and delivers the keg to the pub. The film was directed by Henry Alex Rubin, with creative by FCB New York.
Another brand from the Anheuser-Busch brewing group, Michelob Ultra beer, cast Daniel Dafoe and Catherine O'Hara in its commercial. They embark on a series of pickleball matches for the beer, beating one top athlete after another, including Randy Moss, Ryan Crouser and Sabrina Ionescu. Directed by Stacy Wall, creative is by Wieden + Kennedy New York.
Stella Artois chose footballer David Beckham for its ad, who learns an ancient family secret over a glass of beer, namely that his brother, also named David, lives across the ocean. The creative was signed by Artists Equity, with Ben Affleck as director.
This year, the salty snack brand Doritos revived its Super Bowl Crash challenge, in which consumers themselves, not ad agencies, submit their creative ideas. From thousands of submissions, the company selected 25 finalists, and the winner will not only see their idea in a professionally filmed commercial during a live broadcast, but will also receive a million-dollar prize. It's possible that we'll see a commercial in which an old married couple share dentures while eating Doritos or in which three friends get shrunk so they can eat the remaining crumbs out of a bag.
Taco Bell returns to the Super Bowl after a three-year hiatus. This year, the ad will use photos captured by the Live Más camera on the Drive-Thru, which the rapper Doja Cat wants to get into at all costs. But as a chain employee says, this year it will be celebrity-free. The campaign is signed to agency Biite and director Dave Meyers.
Uber Eats is teaming up with the Super Bowl for the fifth time. This year, it cast Matthew McConaughey, Charli XCX and Martha Stewart in its campaign. The entire concept will revolve around the conspiracy theory that football was invented for one purpose, and that is to sell food. The campaign is the work of agency Special U.S.
American delivery service Instacart will advertise at the Super Bowl for the first time. It has cast familiar mascots or faces of the brands it offers in its advertising. Mr. Propper (known in the U.S. as Mr. Clean), Azurit the rabbit, Heinz the hot dog dog or the guy from the Old Sice commercials on a white horse will be racing to the customer's door. The campaign was created by TBWA\Chiat\Day.
Squarespace, which builds and hosts websites, has actor Barry Keoghan create a website for his fellow actor Don Mosley's donkey in the ad. He wants to help him build an acting career. The ad was shot by Martin Scorsese, with creative created in-house.
The pharmaceutical company Novartis wants to focus the audience's attention during the finale... on breasts. In collaboration with agency Merkley+Partners, Novartis has created a commercial that's bursting with female breasts. Together with actresses Hailee Steinfeld and Wanda Sykes, the company wants to draw attention to the issue of breast cancer.
Source: mediaguru.cz
