August 14, 2022

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By MAE ANDERSON | AP Business Writer NEW YORK — Super Bowl advertisers this year...

By MAE ANDERSON | AP Business Writer
NEW YORK — Super Bowl advertisers this year want Americans to forget about pandemic woes and focus on the future: of electric vehicles, mind reading Alexas, robots and cryptocurrency — and also to harken back to the nostalgic past of ’90s movies like “Austin Powers” and “The Cable Guy.”
The Los Angeles Rams are taking on the Cincinnati Bengals during Super Bowl 56 on Sunday at the SoFi Stadium in Inglewood, California. But for many, the big show of the night will be the commercials.
Advertisers are hoping to deliver a dose of escapism with light humor and star-studded entertainment amid the pandemic, high inflation and tensions between Russia and the Ukraine.
“Marketers are recognizing Americans have had a very heavy, difficult two-year period and are responding by bringing some good old-fashioned entertainment for Super Bowl Sunday,” said Kimberly Whitler, marketing professor at the University of Virginia.

This photo provided by General Motors shows a scene from General Motors 2022 Super Bowl NFL football spot. (General Motors via AP)

This photo provided by General Motors shows a scene from General Motors 2022 Super Bowl NFL football spot. (General Motors via AP)

This photo provided by Google shows a scene from Google’s 2022 Super Bowl NFL football spot. (Google via AP)

This photo provided by Cutwater shows a scene from Cutwater’s 2022 Super Bowl NFL football spot. (Cutwater via AP)

This photo provided by TurboTax, shows a scene from TurboTax’s 2022 Super Bowl NFL football spot. (TurboTax via AP)

This photo provided by Amazon shows a scene from Amazon’s 2022 Super Bowl NFL football spot. (Amazon via AP)

This photo provided by Booking.com shows a scene from Booking.com’s 2022 Super Bowl NFL football spot. (Booking.com via AP)

This photo provided by Planet Fitness shows a scene from Planet Fitness 2022 Super Bowl NFL football spot. (Planet Fitness via AP)

This photo provided by Salesforce shows a scene from Salesforce’s 2022 Super Bowl NFL football spot. (Salesforce via AP)

This photo provided by Toyota shows a scene from Toyota’s 2022 Super Bowl NFL football spot. (Toyota via AP)

This photo provided by DraftKings shows a scene from DraftKings 2022 Super Bowl NFL football spot. (DraftKings via AP)

This photo provided by Greenlight shows a scene from Greenlight’s 2022 Super Bowl NFL football spot. ( Greenlight via AP)

This photo provided by Kia shows a scene from Kia’s Super Bowl NFL football spot. (Kia via AP)

This photo provided by Irish Spring shows a scene from Irish Spring’s 2022 Super Bowl NFL football spot. ( Irish Spring via AP)

This photo provided by Hellmann’s shows a scene from Hellmann’s 2022 Super Bowl NFL football spot. (Hellmann’s via AP)

This photo provided by Anheuser-Busch shows a scene from Bud Light NEXT 2022 Super Bowl NFL football spot. (Anheuser-Busch via AP)

This photo provided by Booking.com shows a scene from Booking.com’s 2022 Super Bowl NFL football spot. (Booking.com via AP)

This photo provided by Taco Bell shows a scene from Taco Bell’s 2022 Super Bowl NFL football spot. (Taco Bell via AP)

This photo provided by Anheuser-Busch shows a scene from Budweiser Super Bowl NFL football spot. (Anheuser-Busch via AP)

This photo provided by Frito-Lay North America shows a scene from Lay’s 2022 Super Bowl NFL football spot with Paul Rudd and Seth Rogan. (Frito-Lay North America via AP)

This photo provided by Carvana shows a scene from Carvana’s 2022 Super Bowl NFL football spot. (Carvana via AP)

This photo provided by Avocados From Mexico shows a scene from Avocados From Mexico 2022 Super Bowl NFL football spot. (Avocados From Mexico via AP)

This photo provided by Sam’s Club shows a scene from Sam’s Club 2022 Super Bowl NFL football spot. (Sam’s Club via AP)

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This photo provided by Anheuser-Busch shows a scene from Michelob ULTRA 2022 Super Bowl NFL football spot. (Anheuser-Busch via AP)

This photo provided by Anheuser-Busch shows a scene from Budweiser Super Bowl NFL football spot. (Anheuser-Busch via AP)

This photo provided by Anheuser-Busch shows a scene from Michelob ULTRA 2022 Super Bowl NFL football spot. (Anheuser-Busch via AP)

This photo provided by Amazon shows a scene from Amazon’s 2022 Super Bowl NFL football spot. (Amazon via AP)

This photo provided by WeatherTech Media shows a scene from WeatherTech’s 2022 Super Bowl NFL football spot. (WeatherTech Media via AP)

This photo provided by Squarespace shows a scene from Squarespace’s 2022 Super Bowl NFL football spot. (Squarespace via AP)

This photo provided by Vroom shows a scene from Vroom 2022 Super Bowl NFL football spot. (Vroom via AP)

This photo provided by Meta shows a scene from Meta’s 2022 Super Bowl NFL football spot. (Meta via AP)

This photo provided by Vroom shows a scene from Vroom 2022 Super Bowl NFL football spot. (Vroom via AP)

This photo provided by Pringles shows a scene from Pringles Super Bowl NFL football spot. (Pringles via AP)

This photo provided by Meta shows a scene from Meta’s 2022 Super Bowl NFL football spot. (Meta via AP)

This photo provided by Anheuser-Busch shows a scene from Michelob ULTRA 2022 Super Bowl NFL football spot. (Anheuser-Busch via AP)

This photo provided by Uber Eats shows a scene from Uber Eats 2022 Super Bowl NFL football spot. ( Uber Eats via AP)

This photo provided by Salesforce shows a scene from Salesforce’s 2022 Super Bowl NFL football spot. (Salesforce via AP)

This photo provided by Meta shows a scene from Meta’s 2022 Super Bowl NFL football spot. (Meta via AP)

This photo provided by Rakuten shows a scene from Rakuten 2022 Super Bowl NFL football spot. (Ryan O’Donoghue/Rakuten via AP)

This photo provided by Irish Spring shows a scene from Irish Spring’s 2022 Super Bowl NFL football spot. (Irish Spring via AP)

This photo provided by Vroom shows a scene from Vroom 2022 Super Bowl NFL football spot. (Vroom via AP)

This photo provided by Frito-Lay shows a scene from Doritos Flamin’ Hot 2022 Super Bowl NFL football spot. (Frito-Lay via AP)

This photo provided by Cutwater shows a scene from Cutwater’s 2022 Super Bowl NFL football spot. (Cutwater via AP)

This photo provided by Amazon shows a scene from Amazon’s 2022 Super Bowl NFL football spot. (Amazon via AP)

This photo provided by Sam’s Club shows a scene from Sam’s Club 2022 Super Bowl NFL football spot. (Sam’s Club via AP)

This photo provided by Meta shows a scene from Meta’s 2022 Super Bowl NFL football spot. (Meta via AP)

This photo provided by Expedia shows a scene from Expedia’s 2022 Super Bowl NFL football spot. (Expedia via AP)

This photo provided by Squarespace shows a scene from Squarespace’s 2022 Super Bowl NFL football spot. (Squarespace via AP)

This photo provided by Bud Light, shows a scene from Bud Light Seltzer’s 2022 Super Bowl NFL football spot. ( Bud Light via AP)

This photo provided by Booking.com shows a scene from Booking.com’s 2022 Super Bowl NFL football spot. (Booking.com via AP)

This photo provided by Booking.com shows a scene from Booking.com’s 2022 Super Bowl NFL football spot. (Booking.com via AP)

This photo provided by Anheuser-Busch shows a scene from Michelob ULTRA 2022 Super Bowl NFL football spot. (Anheuser-Busch via AP)

This photo provided by Toyota shows a scene from Toyota’s 2022 Super Bowl NFL football spot. (Toyota via AP)

This photo provided by Greenlight shows a scene from Greenlight’s 2022 Super Bowl NFL football spot. ( Greenlight via AP)

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This photo provided by Anheuser-Busch shows a scene from Michelob ULTRA 2022 Super Bowl NFL football spot. (Anheuser-Busch via AP)

This photo provided by Uber Eats shows a scene from Uber Eats 2022 Super Bowl NFL football spot. ( Uber Eats via AP)

This photo provided by Toyota shows a scene from Toyota’s 2022 Super Bowl NFL football spot. (Toyota via AP)

This photo provided by Nissan shows a scene from Nissan’s Super Bowl NFL football spot. (Nissan via AP)

NBC sold out of its ad space briskly and said an undisclosed number of 30-second spots went for $7 million, a jump from the $6.5 million that last year’s ads went for.
Super Bowl viewership has declined in recent years. Last year, 92 million people tuned in, according to Nielsen, the lowest viewership since 2007. But viewership at other big live events like the Grammys and the Oscars has also plummeted. Ratings for the Olympics — which NBC is broadcasting concurrent with the Super Bowl — are way down, too. So the Super Bowl remains the biggest night for advertisers.
“It’s the only game in town,” said Villanova marketing professor Charles Taylor.
This year’s ads will be amusing and warm, leading Kelly O’Keefe, CEO of brand consultancy Brand Federation, dub this year the “Ted Lasso Super Bowl.” It’s not just because two of the Apple+ sitcoms’ stars are starring in ads — Jason Sudeikis In TurboTax and Hannah Waddingham in Rakuten.

It’s because the ads, like the sitcom, will be “nothing too heavy,” he said. “It’s funny, positive, and makes you happy — but doesn’t go too deep.”
FUTURE FORWARD
What does the future look like? Electric, if automakers have anything to do with it. With automakers back in full force this Super Bowl, BMW shows Arnold Schwarzenegger, as Zeus, the god of the sky (or in this commercial, the god of lightning) whose wife, Salma Hayek Pinault, gives him the EV BMW iX to spice up retirement.

Kia showcases the Kia EV6, the brand’s first battery electric vehicle, in its ad, along with a cute “robo dog.” Nissan gives a nod to its all-electric 2023 Nissan Ariya.
A first time advertiser, Wallbox, showcases an actual survivor of being struck by lightning in its ad for its home electric vehicle charger.
Other advertisers are future forward too. Amazon’s spot shows real-life spouses living in a world where Amazon’s digital assistant Alexa can read your mind. In a regional ad, Samuel Adams shows Spot, the dancing robo-dog from Boston Dynamics, getting down with the brewer’s employees.

Bud Light NEXT, a new zero-carb Bud Light brand expansion, showcases an NFT in its ad. And Facebook gives a glimpse of its vision of the Metaverse in a humorous ad that shows a discarded animatronic dog meeting up with his pals again in the metaverse.
CRYPTO BOWL
Among the 30 new advertisers are several cryptocurrency exchanges. Advocates of the blockchain-based digital currency that has captured the interest of investors and financial service firms alike, want to lure regular Americans too. Exchanges Crypto.com, FTX and eToro have all announced Super Bowl ad plans, and others have been rumored but not confirmed.
While the Super Bowl can be a good place to launch a new brand or category into the public consciousness, there are risks of getting lost in the shuffle as first-time advertisers. And they have a big task with 30 seconds.
“They need to educate the public on what their product is, why it’s not risky, and where they can access it,” Villanova’s Taylor said.
POP CULTURE NOSTALGIA
Nostalgia is always a safe bet to win over viewers, and this year’s Super Bowl is no different.
In a teaser, Verizon hints that it’s bringing back Jim Carrey to reprise his loathsome 1996 “Cable Guy” character for their ad. GM has enlisted Mike Myers for an “Austin Powers”-themed ad that features a reprise of his role as Austin Powers’ nemesis, Dr. Evil. Sidekicks played by Rob Lowe, Seth Green and Mindy Sterling also join.

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And some ad executives are hoping people can still remember iconic advertising as well. ETrade hinted in a teaser that it’s bringing back the spokesbaby that appeared in its Super Bowl ads from 2008 to 2014. A Hellmann’s ad shows Washington Commanders’ linebacker David Mayo tackling unsuspecting people who waste food. The ad is an homage to a 2003 Reebok Super Bowl ad starring a fictional linebacker named Terry Tate who tackled office workers who weren’t being productive.

CELEBRITY OVERLOAD
A well liked celebrity generally adds some goodwill to a brand message. So how about three to five of them? Super Bowl ads are always stuffed with celebrities, but this year, many ads are overstuffed with them.
“I’ve ever seen anything like this number of A-List celebrities,” said Villanova’s Taylor,
Uber Eats wanted to get across the message that you can order household items and other sundries from its delivery service, not just food. So its ad shows celebrities and other actors trying to eat everything from cat litter to diapers. “If it was delivered by Uber Eats, does that mean I can ‘Eats’ it?” White Lotus actor Jennifer Coolidge asks. Gwyneth Paltrow tries to eat a candle, Trevor Noah tries to eat a light bulb and Nicholas Braun from “Succession” tries to eat dish soap.

In Michelob Ultra’s ad, a bowling alley run by Steve Buscemi unites superstar athletes from across sports enjoying some bowling in their off time: tennis great Serena Williams, former NFL quarterback Peyton Manning, the NBA’s Miami Heat all-star forward Jimmy Butler, WNBA star Nneka Ogwumike, top golfer Brooks Koepka and U.S. women’s soccer star Alex Morgan.

Planet Fitness’ ad has narration by William Shatner and shows Lindsay Lohan working out, winning Jeopardy against Dennis Rodman and bedazzling Danny Trejo’s ankle bracelet.

And in Nissan’s ad, a straight-laced Eugene Levy is transformed into an action hero by taking a drive in a 2023 Nissan Z sports car, alongside stars Danai Gurira and Dave Bautista. Levy’s “Schitt’s Creek” co-star Catherine O’Hara appears in Nissan’s new Ariya electric car.

SOCIAL MESSAGES
Most advertisers are steering clear of sentiment.
“People are avoiding the deeper issues,” said Brand Federation’s O’Keefe. “People aren’t going to try to unite us or divide us or get us to think deeply. Ads will be much more amusing. But also very safe.”
A few, though, are delivering heartfelt messages.
The Budweiser brand, absent last year, returns with a spot centered on one of its Clydesdale mascots. After it’s injured by jumping a barbed wire fence — a not-so-subtle reference to the U.S. and the coronavirus pandemic — another Budweiser mascot, a Labrador, a stableman, and a vet, help the Clydesdale recover and gallop again. Budweiser wanted to return “with a message of strength and resilience,” said Daniel Blake, group vice president at Anheuser-Busch.

Google’s ad for the Pixel 6 stars the singer Lizzo and focuses on how the phones’ camera highlights darker skin tones. And Toyota’s ad, which debuted during the Olympics but will also run during the Super Bowl, tells the story of the McKeever Brothers, cross-country skiers who have won 10 Paralympic medals together.

 

2022 Super Bowl ads look toward the future — and the past – Orange County Register appeared first on maserietv.com.