The Press and Journal (Aberdeen and Aberdeenshire)
Brands jostle for exposure at Superbowl
Major food and drink brands, tech giants, streaming services and the stars of Breaking Bad are lining up for the biggest off-the-field prizes during this year’s Super Bowl: advertising spots.
As the Kansas City Chiefs prepare to take on the Philadelphia Eagles in Glendale, Arizona, major food brand M&Ms, tech firms such as Google, streaming services including Peacock, and alcohol brands have jumped in to take the place of crypto ads and car makers, as those industries face ongoing difficulties.
More than 100 million viewers are expected to tune in for the NFL’s Super Bowl LVII championship match, with some advertisers paying more than $7 million (£5.7m) for a 30-second spot – not including the cost of making the ad itself.
This year, Melissa McCarthy sings a jingle for Booking.com; Miles Teller dances for Bud Light; and Adam Driver makes multiples of himself for Squarespace.
Avocados From Mexico enlists Anna Faris for a slightly risque ad – envisioning a scenario where everyone is naked, including the Statue of Liberty.
Tennis star Serena Williams stars in two ads: one for Michelob Ultra and one for Remy Martin.
This is the second year in a row Williams has had a presence in more than one ad. Last year in addition to Michelob ad she starred in one for smart home-gym maker Tonal.
Hip-hop mogul P Diddy appears in an ad in which he tries to make a hit for Uber One.
The biggest star is probably Jesus. His flock are paying top dollar for two ads that promote a “He Gets Us” message.
Another tactic used to win over viewers is recreating beloved movies and TV shows. This year, online shopping site Rakuten is making a splash by using Alicia Silverstone and Elisa Donovan to recreate a scene from ’90s rom com Clueless.
PopCorners, a snack brand from Frito-Lay, has included a nod towards the crime series Breaking Bad, with its stars Bryan Cranston and Aaron Paul.
Other advertisers trying to capitalise on favourite content from the past include T-Mobile, whose ad has John Travolta singing a T-Mobile home internet-themed version of Summer Nights from Grease with Scrubs stars Donald Faison and Zach Braff.