Get ready for a feast of entertainment at Super Bowl LIX! Millions will tune in not just for the Eagles and Chiefs clash but also for the highly anticipated commercials. High ad prices indicate the premium value of reaching this massive audience. Brands are pulling out all the stops with creative campaigns featuring celebrity appearances, humorous narratives, and memorable moments. From Doritos' fan-voted contest to Michelob Ultra's pickleball showdown and Seal's unexpected performance in the Mountain Dew ad, Super Bowl LIX promises a spectacle of advertising innovation.
Millions of Americans will tune into Super Bowl LIX on Sunday, February 9, not only to watch the championship game between the Philadelphia Eagles and the Kansas City Chiefs but also to check out the big-budget commercials from some of the nation's biggest advertisers. Super Bowl LIX, hosted in New Orleans, is expected to draw over 120 million viewers for the Fox broadcast and the free livestream on Tubi, making it one of the most-watched television events of the year.
With an audience of that size, ad prices have reached a record high, with a few ad spots reportedly selling for a record $8 million and even $8 million-plus for 30 seconds. That compares with a 30-second spot selling for about $7 million during last year's game. Beyond the investment in securing Super Bowl air time, advertisers spend additional millions on creating their commercials, adding to the pressure for their investments to pay off.For a company whose Super Bowl ad scores a touchdown, the benefits can include a sales boost by attracting new customers as well as creating stronger brand loyalty. This year's mix of ad categories for the most part includes the usual suspects: beverages, snacks, tech companies, and telcos, according to Mark Evans, executive vice president of ad sales for Fox Sports. There will be a focus on AI in more commercials, he said, and slightly more pharmaceutical companies advertising this year.Several brands have already released their Super Bowl commercials online, generating buzz and anticipation. Doritos held a contest for its Super Bowl LIX ad, and fans of the tortilla chips voted for the winner. Starring Michael Strassner, the commercial features an alien conspiracy theorist who encounters a UFO that intends to abduct his Doritos. Bud Light's spot features Shane Gillis and Post Malone helping a neighbor in a suburban cul-de-sac enliven his backyard grilling with Bud Lights and a lawn mower that doubles as a smoker. Peyton Manning joins in, with the event becoming a neighborhood party. Coors Light's 60-second spot features sloths as they have a 'case of the Mondays,' encountering disasters large and small as they move slowly through life. The ad encapsulates 'just how slow Mondays feel,' according to the food publication the Takeout. GoDaddy's big game spot features actor Walton Goggins highlighting the website hosting company's AI service, called GoDaddy Airo. Goggins uses the service to create a website for his business, Walton Goggins Goggle Glasses. Häagen-Dazs is making its Super Bowl debut with a spot whose flavor comes from the hit film franchise 'Fast & Furious.' The commercial, called 'Not So Fast, Not So Furious,' features Vin Diesel reprising his role as Dominic 'Dom' Toretto and Michelle Rodriguez as Letty Ortiz as they savor an ocean-side drive with a Häagen-Dazs treat in hand. Hellmann's mayonnaise brand's spot revives a classic film scene from 'When Harry Met Sally,' this time with actor Meg Ryan expressing ecstasy after adding Hellmann's to her otherwise 'meh' sandwich. Called 'When Sally Met Hellmann's,' the spot ends with actor Sydney Sweeney repeating the classic line, 'I'll have what she's having.'Hexclad, the cookware brand, is making its Super Bowl debut with an ad called 'Unidentified Frying Object,' which stars celebrity chef Gordon Ramsay as he's brought to Area 51 to teach aliens how to cook. The spot, which features a cameo by comedian Pete Davidson, was called 'intriguing yet humorous' by trade publication DesignRush. Instacart's ad, called 'We're Here,' is tapping a host of brand mascots, from the Kool-Aid Man to the Energizer Bunny, with the idea that the delivery service can command them to be at your door within minutes. One advertising publication, DesignRush, likened the spot to an 'Avengers-like uniting of brand mascots.' Michelob Ultra's 60-second ad features actors Willem Dafoe and Catherine O'Hara as they hustle younger players out of their Michelob Ultra beers by betting that they can beat them at pickleball. 'Play you for an Ultra?' O'Hara asks at the end of the spot. 'When Michelob Ultra came to me with the concept, I thought it was funny. I enjoyed the process of bringing this to life, especially working with Catherine,' Dafoe said in a statement. 'I think people will get a kick out of it, seeing us play the villains in a fun yet competitive environment.' Mountain Dew's spot features the singer Seal as an actual seal crooning a version of his hit 'Kiss from a Rose.
SUPER BOWL LIX ADVERTS COMMERCIALS BRANDS CELEBRITY APPEARANCES MARKETING ENTERTAINMENT INDUSTRY
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