NEW YORK (AP) – The Kansas City Chiefs were crowned winners over the San Francisco 49ers this year Super Bowl — and, off the field, big-name advertisers competed for viewers’ attention with flashy celebrity-studded messages.
Beyonce broke the internet again in one Verizon adwhich was quickly followed by a viral music drop. Lionel Messi showed his obvious loyalty to Michelob Ultra. And T-Mobile, Elf cosmetics, Uber Eats and others offered a slew of TV mini-show reunions, bringing together cast members from “Suits” to “Friends.”
Despite it being an election year in the US, there was little to show for it on Sunday, other than an ad from American Values 2024, the super PAC supporting Robert F. Kennedy Jr. presidential candidacy. He held a 30-second, retro-style spot that tried to build on his family’s legacy. Kennedy launched his independent bid for the White House last year.
Ventilation a Super Bowl commercial it’s not an easy job. On top of the reported $7 million price tag for a 30-second spot during the game, brands get the biggest actors, invest in dazzling special effects and try to create an ad that will appeal to more than 100 million expected viewers – or at least I remember.
“Advertisers this year are doing everything they can to break through the clutter,” said Northwestern University marketing professor Tim Calkins. “They’re pulling out all the stops.”
On Sunday, many advertisers used light humor and nostalgia to give the game break a mostly “feel-good,” quirky energy. However, there were also some serious and gloomy moments.
Here’s a rundown of what ad watchers saw in Super Bowl LVIII.
Kris Jenner “twists on it” with Oreos. The face behind Pringles’ The iconic mustache has been revealed to be none other than Chris Pratt. And Ben Affleck and Jennifer Lopez returned for Dunkin’ cameos
In typical Super Bowl fashion, a variety of company ads were graced by the stars — often with multiple celebrities crammed into a single spot. T-Mobilefor example, featured big names like Bradley Cooper, Common, Jennifer Hudson, Laura Dern, and “Suits” stars Gabriel Macht and Patrick J. Adams all in an ad for its customer loyalty program Magenta Status.
And the Suits homecoming didn’t stop there. In another ad filled with movie stars — including “Judge Judy” Judy Sheindlin — elf cosmetics brought together Gina Torres, Rick Hoffman and Sarah Rafferty in a courtroom spoof.
The NBC sitcoms had quite a few reunion moments during the game. In an Uber Eats ad that shows people forgetting things that remind them Uber Eats can offer a wide variety of items, Jennifer Aniston apparently forgets she ever worked with her Friends co-star David Schwimmer. And in an ad for The eruption of Mount Vesa BajaAubrey Plaza says she can have a ‘Blast’ doing anything – including reuniting with her ‘Parks and Rec’ boss Nick Offerman as they fly on dragons.
Although star power in Super Bowl commercials is nothing new, it felt especially heightened this year.
“It used to be that you had a celebrity who would be the spokesperson for the ad,” said Jessica D. Collins of Virginia Commonwealth University. “Now you’re seeing celebrity collaborations… all in the same ad, even (when) they have absolutely nothing to do with each other.”
Some brands can pull this off in a clever way – such as tapping into pop culture moments and inside jokes. But experts say going overboard with celebrity shows can dilute advertising’s impact. Viewers can remember what star they saw in an ad, but not the brand name, notes University of Minnesota associate professor of marketing Linli Xu.
It wouldn’t be the Super Bowl without some furry friends. Budweiser, for example, brought back familiar characters in its game-day slot — which features Clydesdales and a Labrador retriever teaming up to help the beer brand deliver. AND Helman’s featured “Mayo the Cat”.
But the year’s advertising wasn’t raining cats and dogs, noted Kimberly Whitler, a marketing professor at the University of Virginia’s Darden School of Business.
That didn’t stop advertisers from looking for other ways to win the hearts of viewers.
“Everything old is new again,” she said, pointing to successful Super Bowl ads or messages from the past, including ETrade Talking Babies.
The 1980s also made a comeback, Whitler noted, with both T-Mobile AND The nerds featuring the theme song from “Flashdance,” while the mullet was center stage of Kawasaki place.
Both Collins and Calkins said that Google Place it was among their favorites. The ad followed a blind man as he uses Guided Frame — Google’s AI-powered accessibility feature for the Pixel camera that uses a combination of audio cues, high-contrast animations and haptic vibrations — to take pictures of people and places in life.
The spot was a “perfect balance of emotion and showcasing a product benefit,” Collins said, adding that she appreciated how Google spotlighted an audience that doesn’t always get noticed. “No celebrities, (and it) just showed what an absolutely real family could have been. I loved it.”
Xu also pointed out of the Pigeon ad, which focused on how low body confidence leads girls to quit sports.
“It’s a powerful message,” she said, in keeping with Dove’s past body positivity campaigns.
Some other ads took on more serious tones. Robert Kraft Foundation to Combat Anti-Semitismfor example, ran an ad featuring Martin Luther King Jr.’s speechwriter. Dr. Clarence B. Jones.
“He takes us” also returned to the Super Bowl this year. The campaign, which is backed by a group of wealthy Christian donors, aired two ads Sunday night.
AP Business Reporter Mae Anderson contributed to this report.