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sports Diasabra 12 Februari 2022

Super Bowl ads look toward the future — and the past

(AP) — Super Bowl ad- “It’s the only game in town,” pansion, showcases an NFT
vertisers this year want said Villanova marketing pro- in its ad. And Facebook gives
Americans to forget about fessor Charles Taylor. a glimpse of its vision of the
pandemic woes and focus metaverse in a humorous
on the future: of electric This year’s ads will be amus- ad that shows a discarded
vehicles, mind reading ing and warm, leading Kelly animatronic dog meeting
Alexas, robots and cryp- O’Keefe, CEO of brand con- up with his pals again in the
tocurrency — and also to sultancy Brand Federation, to metaverse.
harken back to the nostal- dub this year the “Ted Lasso
gic past of ’90s movies like Super Bowl.” It’s not just Crypto bowl
“Austin Powers” and “The because two of the Apple+ Among the 30 new advertis-
Cable Guy.” sitcoms’ stars are starring ers are several cryptocurren-
in ads — Jason Sudeikis for cy exchanges. Advocates of
The Los Angeles Rams are TurboTax and Hannah Wad- the blockchain-based digital
taking on the Cincinnati dingham for Rakuten. currencies that have captured
Bengals in Super Bowl 56 on the interest of investors and
Sunday at the SoFi Stadium It’s because the ads, like the financial service firms alike,
in Inglewood, California. But sitcom, will be “nothing too want to lure regular Ameri-
for many, the big show of the heavy,” O’Keefe said. “It’s cans too. Exchanges Crypto.
night will be the commer- funny, positive, and makes com, FTX and eToro have all
cials. you happy — but doesn’t go announced Super Bowl ad
too deep.” plans, and others have been
Advertisers are hoping to de- rumored but not confirmed.
liver a dose of escapism with Future forward ally adds some goodwill to a formed into an action hero by
light humor and star-studded What does the future look While the Super Bowl can be brand message. So how about taking a drive in a 2023 Nis-
entertainment amid the pan- like? Electric, if automakers a good place to launch a new three to five of them? Super san Z sports car, alongside
demic, high inflation and have anything to do with it. brand or category into the Bowl ads are always stuffed stars Danai Gurira and Dave
tensions between Russia and With automakers back in full public consciousness, there with celebrities, but this year, Bautista. Levy’s “Schitt’s
Ukraine. force this Super Bowl, BMW are risks of getting lost in the many ads are overstuffed Creek” co-star Catherine
shows Arnold Schwarzeneg- shuffle as first-time advertis- with them. O’Hara appears in Nissan’s
“Marketers are recognizing ger as Zeus, the god of the ers. And they have a big task new Ariya electric car.
Americans have had a very sky (or in this commercial, with 30 seconds. “I’ve ever seen anything like
heavy, difficult two-year pe- the god of lightning) whose this number of A-List celeb- Social messages
riod and are responding by wife, Salma Hayek Pinault, “They need to educate the rities,” said Villanova’s Tay- Most advertisers are steering
bringing some good old- gives him the EV BMW iX to public on what their prod- lor. clear of sentiment.
fashioned entertainment for spice up retirement. uct is, why it’s not risky, and
Super Bowl Sunday,” said where they can access it,” Vil- Uber Eats wanted to get “People are avoiding the
Kimberly Whitler, marketing Kia showcases the Kia EV6, lanova’s Taylor said. across the message that you deeper issues,” said Brand
professor at the University of the brand’s first battery elec- can order household items Federation’s O’Keefe. “Peo-
Virginia. tric vehicle, in its ad, along Pop culture nostalgia and other sundries from ple aren’t going to try to
with a cute “robo dog.” Nis- Nostalgia is always a safe bet its delivery service, not just unite us or divide us or get
NBC sold out of its ad space san gives a nod to its all-elec- to win over viewers, and this food. So its ad shows celebri- us to think deeply. Ads will
briskly and said an undis- tric 2023 Nissan Ariya. year’s Super Bowl is no dif- ties and other actors trying to be much more amusing. But
closed number of 30-second ferent. eat everything from cat litter also very safe.”
spots went for $7 million, a A first time advertiser, Wall- to diapers. “If it was delivered
jump from the $6.5 million box, showcases an actual sur- In a teaser, Verizon hints that by Uber Eats, does that mean A few, though, are delivering
that last year’s ads went for. vivor of being struck by light- it’s bringing back Jim Car- I can ‘Eats’ it?” White Lotus heartfelt messages.
ning in its ad for its home rey to reprise his loathsome actor Jennifer Coolidge asks.
Super Bowl viewership has electric vehicle charger. 1996 “Cable Guy” character Gwyneth Paltrow tries to eat The Budweiser brand, ab-
declined in recent years. Last for their ad. GM has enlisted a candle, Trevor Noah tries sent last year, returns with a
year, 92 million people tuned Other advertisers are future Mike Myers for an “Austin to eat a light bulb and Nicho- spot centered on one of its
in, according to Nielsen, the forward too. Amazon’s spot Powers”-themed ad that fea- las Braun from “Succession” Clydesdale mascots. After it’s
lowest viewership since 2007. shows real-life spouses living tures a reprise of his role as tries to eat dish soap. injured by jumping a barbed
But viewership at other big in a world where Amazon’s Austin Powers’ nemesis, Dr. wire fence — a not-so-subtle
live events like the Gram- digital assistant Alexa can Evil. Sidekicks played by Rob In Michelob Ultra’s ad, a reference to the U.S. and the
mys and the Oscars has also read your mind. In a regional Lowe, Seth Green and Min- bowling alley run by Steve coronavirus pandemic — an-
plummeted. Ratings for the ad, Samuel Adams shows dy Sterling also join. Buscemi unites superstar ath- other Budweiser mascot, a
Olympics — which NBC Spot, the dancing robo-dog letes from across sports en- Labrador, a stableman, and
is broadcasting concurrent from Boston Dynamics, get- And some ad executives are joying some bowling in their a vet, help the Clydesdale
with the Super Bowl — are ting down with the brewer’s hoping people can still re- off time: tennis great Serena recover and gallop again.
way down, too. So the Su- employees. member iconic advertising Williams, former NFL quar- Budweiser wanted to return
per Bowl remains the biggest as well. ETrade hinted in a terback Peyton Manning, “with a message of strength
night for advertisers. Bud Light NEXT, a new ze- teaser that it’s bringing back the NBA’s Miami Heat all- and resilience,” said Daniel
ro-carb Bud Light brand ex- the spokesbaby that appeared star forward Jimmy Butler, Blake, group vice president at
in its Super Bowl ads from WNBA star Nneka Ogwu- Anheuser-Busch.
2008 to 2014. A Hellmann’s mike, top golfer Brooks Ko-
ad shows Washington Com- epka and U.S. women’s soc- Google’s ad for the Pixel 6
manders’ linebacker David cer star Alex Morgan. stars the singer Lizzo and
Mayo tackling unsuspect- focuses on how the phone’s
ing people who waste food. Planet Fitness’ ad has narra- camera highlights darker
The ad is an homage to a tion by William Shatner and skin tones. And Toyota’s ad,
2003 Reebok Super Bowl shows Lindsay Lohan work- which debuted during the
ad starring a fictional line- ing out, winning Jeopardy Olympics but will also run
backer named Terry Tate who against Dennis Rodman and during the Super Bowl, tells
tackled office workers who bedazzling Danny Trejo’s an- the story of the McKeever
weren’t being productive. kle bracelet. Brothers, cross-country ski-
ers who have won 10 Para-
Celebrity overload And in Nissan’s ad, a straight- lympic medals together.
A well-liked celebrity gener- laced Eugene Levy is trans-