By News Zier Editorial Team | Reviewed and approved by Editor-in-Chief
NEW ORLEANS — This year’s Super Bowl LIX, featuring a rematch between the Philadelphia Eagles and Kansas City Chiefs, is not just a battle on the field but also a showcase of high-stakes advertising. With brands paying up to $8 million for a 30-second spot, the commercials are blending nostalgia, celebrity power, and cutting-edge AI to captivate millions of viewers.
Key Themes in Super Bowl Ads
- Nostalgia and Tradition:
- Budweiser is bringing back its iconic Clydesdales in a commercial celebrating the “grit and determination” of the American spirit. This marks a return to tradition after a controversial 2023 campaign featuring transgender influencer Dylan Mulvaney sparked backlash.
- “Everybody loves the Clydesdales,” said Charles R. Taylor, a marketing professor at Villanova’s School of Business.
- Celebrity Power:
- Over two-thirds of the ads feature celebrities, including:
- Meg Ryan and Billy Crystal reenacting their famous deli scene from When Harry Met Sally for Hellmann’s mayonnaise.
- Willem Dafoe and Catherine O’Hara play pickleball in a Michelob Ultra ad.
- Ben Affleck, Matt Damon, Post Malone, and even Kermit the Frog making appearances.
- Over two-thirds of the ads feature celebrities, including:
- AI Takes the Spotlight:
- OpenAI, the company behind ChatGPT, will air its first Super Bowl commercial, aiming to ease consumer anxiety about AI.
- Perplexity AI is hosting a sweepstakes offering a $1 million prize for asking questions during the game.
Industry Insights
- Gartner analyst Nicole Denman Greene:
- “Ads are about making people see how they can be more productive and how their lives could be better. But as people learn more about AI’s capabilities, they get less certain.”
- Sean Muller, CEO of iSpot.TV:
- Praised Doritos’ winning “Crash the Super Bowl” ad, which depicts an alien abduction, as “off the scale on funny and curiosity.”
What’s Different This Year?
- Fewer Car Ads:
- Stellantis is the only automaker with a confirmed spot, featuring actor Glen Powell in a humorous twist on Goldilocks and the Three Bears.
- Newcomers:
- Liquid Death, the canned water brand, is debuting its first Super Bowl ad to promote its Killer Cola and Cherry Obituary.
Why This Matters
- Cultural Reflection: The ads reflect a return to nostalgia and heartland values, signalling a shift from edgy, polarizing campaigns.
- AI’s Mainstream Moment: OpenAI and Perplexity’s presence highlights AI’s growing role in everyday life.
- Marketing Trends: Celebrity-driven humour and nostalgia dominate, offering a safe yet engaging formula for brands.
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