What to expect from SB commercials this Sunday
NEW YORK >> Big name advertisers will be pulling out all the stops on Super Bowl Sunday — enlisting high-profile actors, investing in dazzling special effects and, they hope, going for laughs as they seek to win over viewers during game breaks.
In an increasingly fractured and polarized media environment — and with fewer people watching live TV — the Super Bowl is an anomaly. The big game’s viewership has actually increased, with a record 115.1 million people tuning in last year.
So marketers will use the game on Sunday, which will air on CBS and stream on Paramount+, to draw attention to new products, brand extensions and their marketing message as they again vie for the eyes of more than 100 million expected viewers.
Almost as an escape from the divisive U.S. presidential election and conflicts deepening around the world, most Super Bowl advertisers appear to be doubling down on flights of fantasy or light humor, often with a dose of nostalgia and a lot of mini-reunions of TV characters.
“Serious is out,” said Kimberly Whitler, marketing professor at the University of Virginia’s Darden School of Business. “Marketers have figured out entertainment, enjoyment and escapism is the name of the ad game.”
Many Super Bowl commercials have already been released. Here’s what we know heading into this year’s big game.
TV show mini-reunions
Perhaps taking a cue from the success of last year’s Popcorners ad that featured a reunion of “Breaking Bad” actors stars Bryan Cranston and Aaron Paul, this year there’s a slew of mini TV show reunions in ads.
T-mobile, which has been reuniting Scrubs co-stars in Super Bowl ads since 2022, teams up Zach Braff and Donald Faison to sing a version of “Flashdance... What a Feeling,” with Jason Momoa — along with a cameo by Jennifer Beals.
In an ad stuffed with celebrity cameos — including “Judge Judy” Judy Sheindlin — e.l.f. cosmetics reunited “Suits” stars Gina Torres, Rick Hoffman and Sarah Rafferty in a courtroom spoof.
NBC sitcoms have quite a few reunion moments during the game. In an Uber Eats ad, which shows people forgetting things so they remember Uber Eats can deliver a wide variety of items, Jennifer Anniston seemingly forgets she ever worked with her “Friends” costar David Schwimmer.
In an ad for Mtn Dew Baja Blast, Aubrey Plaza says she can have a “Blast” doing anything, including reuniting with her “Parks and Rec” boss Nick Offerman as they fly on dragons.
And in an ad for Booking. com, Tina Fey hires body doubles to stay at different lodging because she has so many options on the site, including her “30 Rock” co-stars Jane Krakowski and Jack Mcbrayer.
Bringing well-known TV show characters together can help connect to the audience, said Northwestern University marketing professor Tim Calkins.
“A younger, more on-trend figure might be more exciting, but could lack the awareness of these well-established characters,” he said. “Surprise is a key element of Super Bowl advertising, so unexpected reunions can work well.”
Nostalgia, light hijinks
Humor and a touch of nostalgia can be found in many ads. Molson Coors ‘ ad brings back their “Chill Train” that last appeared in advertisements nearly two decades ago, in 2005. A tongue-in-cheek ad shows the train crashing into a football watching party to bring partiers Coors Light. LL Cool J turns out to be the conductor.
For Sofia Colucci, chief marketing officer for Molson Coors, which is advertising for the second year after Anheuser-busch ended its decades long exclusive sponsorship of the game, the Super Bowl is a unique venue to reach existing customers and attract new ones.
“One of the things we’re really trying to be thoughtful about is making sure that we are retaining and protecting our core drinkers at the same time attracting new drinkers,” she said. “The Super Bowl is a huge stage where you do have that opportunity to talk widely to those audiences.”