Thus, the biggest day in American football attracts not only sports enthusiasts, but also companies with their marketing professionals who try to use this global interest to promote their brands until the last second.
And it's not a cheap affair...
With more than 200 million viewers watching last year's Super Bowl, advertising slots during the broadcast are very valuable. CBS charges advertisers more than $7 million for a 30-second spot. That means brands have to create something memorable to even justify such an investment. Let's take a look at the best of them.
Dancing Ben Affleck and The DunKings
The coffee giant's ad reunited actor Ben Affleck and his wife Jennifer Lopez, who joined Affleck's Boston pals Tom Brady and Matt Damon. In the spot, Affleck promotes a new menu called DunKings. You're probably not asking, but his order includes iced coffee with cream, sweet foam and a sprinkling of cinnamon sugar. The YouTube spot received 3.9 million views in the first 24 hours.
Good neighbour Arnold
The 60-second spot shows Schwarzenegger in action rescuing puppies and pregnant women from a burning house as a State Farm employee. In a surprising cameo, his friend DeVito comes to his aid due to his problem pronouncing the insurance company's slogan. According to USA Today, "Good Neighbor as Good Friend" earned a 6.68 rating in their measurement of ad success, beating out Dunkin' with a 6.52 rating.Good Neighbor Arnold
The 60-second spot depicts Schwarzenegger in action rescuing puppies and pregnant women from a burning house as an employee of State Farm. In a surprising cameo, his friend DeVito comes to his aid due to his difficulty pronouncing the insurance company's slogan. According to USA Today, "Neighbor as Good Friend" earned a 6.68 rating in their measurement of ad success, beating out Dunkin' with a 6.52 rating.
Michael CeraVe
Many companies prepare their audiences for their spots months in advance. CeraVe has chosen this tactic of throwing crumbs this year as well. Earlier in 2024, Canadian actor Michael Cera raised eyebrows when he was spotted walking through New York carrying bags full of CeraVe's popular moisturizers. In stores, he in turn signed the products and stuck stickers with his face on them.
This situation has sparked a heated debate on social media as to whether Michael Cera developed the CeraVe products or if it was a collaboration, which in his case tends to be very rare. The debate escalated so much that CeraVe had to intervene on its Instagram to confirm that Michael Cera did not develop the CeraVe cosmetics, and that they were indeed in fact created by dermatologists.
The second phase of CeraVe's campaign was the launch of the "I am CeraVe" website, which includes a luxurious, 90s-inspired perfume commercial using the actor's famous dry humor.
And when the budget runs out...
Kanye West, known for his innovative work in the music and fashion industries, has once again caught attention with an unconventional spot for his Yeezy brand. By filming the entire ad on his phone, he conveyed a clear message, urging viewers to visit his site. Yes. That's really it.
"Hey y'all, this is Ye, and this is my commercial. Since we spent all the money on the commercial spot, we actually - we didn't spend any money on the actual commercial. But the idea is I want you to go to Yeezy.com."
But this tactic paid off tremendously. After the commercial aired, West's album rose to the top of the Billboard charts in 100 different countries. According to social media posts by Milo Yiannopoulos, a close associate of Kanye West, Yeezy grossed $19.3 million in just 24 hours after the ad aired. That revenue alone has amply provided for another 2.5 years of ad space at the Superbowl.
Source: markething.cz
