When you think about Super Bowl, some people think about football but majority of the people think about the commercials.
Super Bowl commercials are a big deal. Over the years, advertising spots during the Super Bowl have become more elaborate, more talked about and more expensive than ever. You pay a hefty price when you subscribe just to make a Super Bowl ad–because you’re not only paying for the name itself, you are paying for the price of the television time, advertisers, and social media trying to maximize exposure. Companies are even putting the ads on YouTube in advance of the Big Game.
But in an overall, they still try to make ads more relatable so fans can put themselves into the situation and connect.
Some people in the industry tend to make a sport out of Super Bowl advertising. Like the stock market– an investment you can get in one go. The prices of the ads get analyzed, it moves like movie previews distributed and discussed before they air.
Super Bowl is drawing a lot of attention ever since the world began. No joke. People wait for this event more than even. This year’s halftime show was headlined by Rihanna and she truly wowed the audience.
Throughout the years, ads championed– they were all unforgettable. If you’re going to observe, you really notice the big difference between past and present ads for the Super Bowl. Back in the days, ads were making history.
Remember that Coca-Cola ad in 1979? The ad portrays Pittsburgh’s Joe Greene in the locker room interacting with a young fan who offers him an ice cold bottle of coke. Iconic indeed. A lot more ads brought history on to the table and that include the Apple 1984 Super Bowl commercial introducing Macintosh computer, Cindy Crawford’s showcasing Pepsi’s can in 1992, that 1992 ad for Nike’s Air Jordan VII featuring Michael Jordan and Bugs Bunny, and that 2002 ad from Budweiser, who released an ad called ‘Respect’ honoring the 9/11 tragedy.
If you’re going to look at it, brilliant ideas were shot upon these striking ads. It invoked a sense of inspiration, relation, belonging, and at the same a time a theme where people can usually see. Creativity was incorporated, themes were revolutionized, and it was diverse.
Beyond the number of people, a Super Bowl ad is tricky in part because of the audience’s diversity. Advertisers and marketers should come up with a spot that is going to resonate with younger people and also older people.
The Super Bowl is a huge marketing opportunity for companies. If we’re going to look at it, some of the most popular 2023 ads include Dunkin’ Donuts drive thru starring Ben Affleck. For years Ben Affleck has jokingly been referred to as Dunkin’s unofficial spokesperson — dating back to his 1997 breakout role in Good Will Hunting. The ad ends with fellow megastar Jennifer Lopez making a cameo to scold her husband and demand an order. The next crowd favorite would be Amazon’s Saving Sawyer– it shows a dog who became used to constantly being around his family as they worked from home or engaged in remote learning. The next is an automobile’s commercial from Jeep. The commercial mainly focuses on the attributes of Jeep’s new vehicles. Audiences see the vehicles easily navigate the rough terrain while the driver uses their built-in sound systems to listen to “Electric Boogie.”
Though far from the usual, this year’s ads target people through their ability to relate– celebrity ordering Dunkin’ like most ordinary people would do, humor in which it approached people in the household, and the relevance in which in draws a specific number of audience.
Recent Super Bowl ads focus more on a brand’s popularity. Others take it as if all were competing for money, attention, and fame rather than focusing on the essence of relatability in order for people to relate in general.
