Eugene Levy’s trademark eyebrows fly off for Little Caesars. A tongue dances to Shania Twain to promote Nestle’s Coffee Mate Cold Foam. And Meg Ryan and Billy Crystal reunite at Katz’s in an ad for Hellmann’s.
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Veteran advertisers are using tried-and-true tactics like celebrity cameos, humor and cute animals to win over watchers. Meanwhile, first-time and newer advertisers are courting outrageousness and using stunts to try to stand out in the battle to capture the attention of the more than 120 million viewers expected to tune into
“This is a societal moment where we come together as a country,” said Kimberly Whitler, marketing professor at the University of Virginia’s Darden School of Business. “We may be on different sides, you know, of the gridiron or the field. But we come together.”With 80-plus ad spots divvied up among the 50-something advertisers during the game, it’s tough to make sure viewers remember your brand message.
“We know at the Super Bowl these days that everyone watches, it’s a wide audience,” Jaiven said. The brand’s ad shows stars from the “Fast & Furious” franchise enjoying an ice cream bar. “We thought it was time for us to tell our story, remind people what they love about Haagen-Dazs and of course, have them stock up on Haagen-Dazs in their freezer.”
Billy Crystal Shania Twain Fox Corp. Meg Ryan Sam Richardson Greta Gerwig Martha Stewart Matthew Mcconaughey Matt Damon Hailee Steinfeld Kris Jenner Tom Brady Sydney Sweeney Jeremy Strong NFL Super Bowl Television General News Super Bowl NFL Doordash Inc. Casey Affleck Vin Diesel Breast Cancer Willem Dafoe Maplebear Inc. Ludacris Nick Offerman Business Kimberly Whitler James Harden Rachel Jaiven The Coca-Cola Co. David Beckham Kevin Bacon Robert Kraft Entertainment Nestl SA U.S. News H.E.R. Novartis AG Michelle Rodriguez Marketing And Advertising Catherine Ohara Chris Pratt Meta Platforms Inc. NFL Football Internet Wanda Sykes Chris Hemsworth Intellectual Property U.S. News
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