Advertising Super Cup strongly evokes nostalgia and stellar power

NEW YORK – On the field of “Los Angeles Rams” face the “Cincinnati Bengals” in Super Cup 56. Outside the field, Super Cup advertisers are trying to deliver a night full of celebrities and nostalgia to entertain Americans tired of two years. pandemic of life

Advertisers spent up to $ 7 million on 30-second commercials during the Super Cup, and they use their time to try to entertain with humor, stellar power and nostalgia. Nostalgia is great: T-Mobile reunites the stars of “Scrubs” Zach Braff and Donald Faison. The General Motors commercial features characters from the Austin Powers movies that talk about GM’s electric car technology, including a rerun of Mike Myers ’role as Austin Powers’ nemesis, Dr. Evil. And Verizon resumed the 1996 film “The Cable Guy” with Jim Carrey to advertise its 5G Internet offering. There are several ads that try to send a serious or sincere message.

___

THE FUTURE AHEAD

Advertising

What does the future look like? Electric, if involved automakers. The automakers are back in full force at this Super Cup, BMW shows Arnold Schwarzenegger as Zeus, the god of the sky (or in this ad, the god of lightning), whose wife Salma Hayek Pino gives him an EV BMW iX to revive retirement. .

Kia showcases in its ad the Kia EV6, the brand’s first cordless electric car, along with a cute “robo doggy”. Nissan celebrates its 2023 all-electric Nissan Ariya.

For the first time, a Wallbox advertiser demonstrates the fact of a lightning strike in an ad for their home electric car charger.

Other advertisers are also ahead. The Amazon video shows real spouses living in a world where Amazon’s digital assistant Alexa can read your thoughts. In a regional commercial, Samuel Adams shows Spot, a dancing robot dog from Boston Dynamics, who goes down with the brewer’s staff.

Advertising

Bud Light NEXT, a new extension of the Bud Light carb-free brand, showcases NFT in its advertising. And Facebook gives an idea of ​​its vision of the metaworld in a humorous ad that shows how an abandoned animatron dog reunites with his friends in the metworld.

___

CRYPT CUP

Among the 30 new advertisers are several cryptocurrency exchanges. Proponents of blockchain-based digital currencies, which have attracted the interest of both investors and financial services companies, want to attract ordinary Americans as well. Exchanges Crypto.com, FTX and eToro have announced Super Bowl advertising plans, while others have reportedly not been confirmed.

While the Super Bowl may be a good place to launch a new brand or category in the public mind, 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 inform the public about what their product is, why it’s not risky, and where they can access it,” said Taylor of Vilanov.

Advertising

___

NOSTALGIA OF POP CULTURE

Nostalgia is always a reliable bet to win over the audience, and this year’s Super Cup is no different.

In a teaser, Verizon hints that it is bringing Jim Carrey back to repeat his disgusting 1996 “Cableman” character for their commercial. GM has invited Mike Myers for an ad on “Austin Powers,” which echoes his role as the enemy of Austin Powers, Dr. Evil. Companions played by Rob Lowe, Seth Green and Mindy Sterling are also joining.

And some advertising executives hope people still remember iconic advertising. ETrade hinted in a teaser that returns a representative who appeared in his Super Bowl commercial from 2008 to 2014. Hellman’s ad shows that former full-fledged New England Patriots defender Jarod Mayo is battling unsuspecting people who waste food. The ad is a tribute to the 2003 Reebok Super Bowl commercial featuring a fictional linebacker named Terry Tate who fought off office workers who were not productive.

Advertising

___

OVERLOAD RECOGNIZE

A favorite celebrity usually adds some goodwill to the brand’s message. So what about three or five of them? Super Cup ads are always full of celebrities, but this year many ads are full of them.

“I’ve ever seen something like so many celebrities on List A,” said Taylor of Vilanov.

Uber Eats wanted to announce that its delivery service can order household items and other goods, not just food. So his commercials show that celebrities and other actors are trying to eat everything from cat litter to diapers. “If it was delivered by Uber Eats, does that mean I can ‘eat’ it?” Asks White Lotus actor Jennifer Coolidge. Gwyneth Paltrow is trying to eat a candle, Trevor Noah is trying to eat a light bulb, and Nicholas Brown of “Succession” is trying to eat dish soap.

The Michelob Ultra Bowling, run by Steve Buscemi, brings together superstars from a variety of sports who enjoy bowling in their spare time: great tennis player Serena Williams, former NFL quarterback Peyton Manning, NBA All-Star Forwarder NBA , WNBA star Nneka Ogvumike, Brooks Koepko’s best golfer and US women’s soccer star Alex Morgan.

Advertising

The Planet Fitness commercial has a story by William Shatner and shows how Lindsay Lohan trains, winning the Jeopardy against Dennis Rodman and dazzling Danny Trejo’s ankle bracelet.

And in Nissan advertising, simple Eugene Levy turns into a militant hero, riding a sports car Nissan Z 2023 release with stars Dana Gurira and Dave Bautista. Levi’s partner in the movie “Sheath Creek” Catherine O’Hara is in the new Nissan Ariya electric car.

___

SOCIAL MESSAGES

Most advertisers stay away from the mood.

“People are avoiding deeper problems,” said O’Keefe of the Brand Federation. “People are not going to try to unite us, divide us or make us think deeply. Advertising will be much more fun. But it’s also very safe. “

However, some of them provide heartfelt messages.

The Budweiser brand, which was missing last year, is back with a spot on one of its Clydesdale mascots. After he was injured by jumping over a barbed wire fence – not a very subtle reference to the US and the coronavirus pandemic – another Budweiser mascot, a Labrador, a groom and a vet, help Clydesdale recover and jump again. Budweiser wanted to return “with a message of strength and resilience,” said Daniel Blake, vice president of the Anheuser-Busch group.

Advertising

The Google Pixel 6 commercial stars singer Lisa and focuses on how the phone’s camera exudes a darker skin tone. And Toyota’s ad, which debuted during the Olympics but will also take place during the Super Cup, tells the story of the McKeever brothers, skiers who together won 10 Paralympic medals.

Copyright 2022 . All rights reserved. This material may not be published, broadcast, rewritten or distributed without permission.

Source link

USA News