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NEW YORK – On the field, the Los Angeles Rams and Cincinnati Bengals played a nail-bite in Super Bowl 56, and the Rams were victorious.
Off the court, the Super Bowl advertisers had a tough competition on their own. Advertisers spent up to $7 million for 30 seconds of airtime during the Super Bowl, so they used all the stops to win over the estimated 100 million people attending the game. Big stars, humor and intense nostalgia dominated the night.
“The Super Bowl had positive, animated advertising,” said Tim Calkins, a Northwestern University marketing professor. “Mostly, there was no mention of the pandemic, COVID or masks.”
Chevrolet recreated the opening sequence of “The Sopranos” to promote the all-electric Chevy Silverado, one of several auto ads promoting electric vehicles. This time, however, Jamie-Lynn Sigler, who played the Meadow Soprano on the show that ran from 1999 to 2007, is in the driver’s seat instead of the Sopranos patriarch played by the late James Gandolfini.
“As soon as I started playing the music of ‘The Sopranos’, they clinched me,” said Kelly O’Keefe, managing partner of Brand Federation. “It’s a great link to a much-loved favorite with music that could silence a crowd. You could hear a pin drop when it rang.”
FTX, a cryptocurrency exchange, hired Larry David from “Curb Your Enthusiasm” to convey that the cryptocurrency is ready for the mainstream. Toyota has included three famous “Jonese” – Leslie Jones, Tommy Lee Jones and Rashida Jones – in its 2022 Tundra commercial. And Verizon’s ad had Jim Carrey revisit his 1996 role as “The Cable Guy” to promote the ultra-fast 5G wireless network.
“This is one of the most compelling commercials I’ve seen in a few years,” said Kimberly Whitler, a marketing professor at the University of Virginia. “Almost all of them focus on light-hearted fun.”
Cryptocurrency exchanges FTX, Crypto.com, eToro and coin base all the aired ads have caused some to call the game the “Crypto Bowl”. All aim to make cryptocurrency more mainstream.
coin baseThe ad showed a QR code that changes colors as electronic music is played. QR code led coin base‘s website. Whitler of the University of Virginia said the ad may increase enrollments, but fall flat for some.
“A floating QR code without a brand name may not be enough to attract attention,” Whitler said. “They’re probably hoping that curiosity will inspire people to put down their beers and pick up their phones… but that’s hard work without any other ‘why’.”
“[Cryptocurrency exchanges]have a lot of money and they need to create a lot of change,” said Mark DiMassimo, founder and creative chief of marketing agency DiGo. “They want to get their crypto assets into the hands of as many people as possible so that people can start to feel comfortable playing this game.”
In a moment of bad timing, Avocado from Mexico aired an ad featuring Julius Caesar and a group of die-hard gladiator fans enjoying guacamole and avocado outside of what appears to be the Colosseum. But the ad came after news that the US government had suspended all Mexican avocado imports after a US plant safety inspector in Mexico received threats.
The association did not immediately respond to a request for comment on the ban, which has hit an industry that exports nearly $3 billion annually. For this year’s Super Bowl, avocados had already been exported in the weeks before the event.
general engines, BMWKia and Polestar advertised all electric vehicles. BMW It featured Arnold Schwarzenegger as Zeus, the sky god (or lightning god in this ad) whose wife Salma Hayek Pinault gave him the EV. BMW iX to spice up retirement. Kia showcased its Kia EV6 electric vehicle with a cute “robo dog” in its ad. Nissan’s ad also salutes the all-electric 2023 Nissan Ariya.
Nostalgia for the past was also everywhere.
In her Rocket Mortgage ad, Anna Kendrick introduces kids to the competitive housing market using examples of classic kids’ toys like Barbie’s Dream House and Skeleton’s Castle Grayskull. GM recruited Mike Myers to Austin Powers’ nemesis, Dr. He was commissioned for an “Austin Powers”-themed commercial featuring a reprise of his role as Evil.
T-Mobile has reunited Zach Braff and Donald Faison, stars of the sitcom “Scrubs,” which aired from 2001 to 2010. Canned cocktail brand Cutwater Spirits returned to Apple’s iconic campaign “Heres to the Crazy Ones” in 1997 with a different take. . Black and white ad honoring drinkers with the “Here’s to the Sloths” salute.
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