Analysis by Brian Lowry, CNN
(CNN) – Big celebrities, but often not so good publicity.
The Super Bowl presents a huge challenge for advertisers, trying to justify the huge price tag for 30-second spots (up to $7 million each Diversityfor advertising between the launch and the final gun) by creating campaigns that feel like a game.
This yearscales relied on celebrity talent — in some cases assembled in incongruous teams — in commercials that sounded loud but often didn’t make a whole lot of sense.
For starters, it helps when the talent has some kind of logical connection to the product, or at the very least, comes across to the creator in a way that drives that message forward. Being beautiful for its own sake may be good, but it’s rarely memorable.
Using this logic, kudos to Rakuten, a shopping site, for recruiting Alicia Silverstone to reprise her Clueless role as Sheri from the dealership, which she slipped into like an old private school uniform; and dip your toes to the famous Michelob Ultra spot featuring Serena Williams, Brian Cox and a host of others in a stunning tribute to ‘Caddishack’.
Again, this year’s beer ad crop has been mostly flat, especially given the high bar Budweiser has typically set for past Super Bowls. The main exception would be the Miller-Coors-Blue Moon spot, which was fun, if a little confusing.
As mentioned before the game. crypto ads who wanted to make a splash at Super Bowl LVI sat out this year’s show, a reminder that newer product categories are boldly entering the Super Bowl derby at their peril.
Where are the other highlights who (as usual) outnumbered the mediocre or the underdogs? Here’s a quick recap of who scored and who was on TV’s biggest stage. Although this doesn’t include every broadcast, if an ad features four or more celebrities, assume it’s based on the “winner” column.
Movies: The movie business hasn’t returned to pre-pandemic levels, but the number of ads for upcoming blockbusters (and pending blockbusters) felt like a collective vote of confidence in theatrical release. Hollywood may never fully recover in the age of streaming, but the studios seem like they’re not going to give up without a fight.
From this list of titles, point to The Flash, which should bring a lot of attention to the Warner Bros. title. (such as CNN, a unit of Warner Bros. Discovery) and focus on the film rather than the star. Ezra Miller Off Screen Matters. Pay homage to Indiana Jones and Creed among the franchises, which also include pregame spots for Transformers and Guardians of the Galaxy. Also featured: “Air,” based on Michael Jordan’s Nike contract.
RAM: There have been a few more commercials for electric cars, but give Ram the gold medal for his double entendre about “premature electrification.”
Rakuten: Would Silverstone pass up an opportunity like this to indulge in some Clueless nostalgia? As if
T-Mobile: Bradley Cooper and his mother were very interesting, especially when he told her that while he has been promoted to things, he has not achieved anything. Alas, much better than that John Travolta tribute “Grest”.
Pepsi Zero Sugar: Steve Martin and Ben Stiller gave small classes on acting. So do they really drink this stuff? Probably not, but it was fun to watch them pretend and enhanced by a punch or two.
PopGeorgians: Just the idea of a “Breaking Bad” reunion would be appreciated (plus the “We don’t eat our own supply” line), even if food wasn’t the best vehicle for it.
The Farmer’s Dog and the Amazon: Two winners about Our Canine Buddies: Watching a Dog’s Life and About Losing a Dog served as one of the few true tearjerkers of the day; and on a lighter note, get a destructive pooch a pal, via Amazon.
CrowdStrike: If only a cyber security company had existed during the Trojan War. Great visual idea.
Google: Another point that brought together unlikely celebrities — Amy Schumer, Doja the Cat and NBA star Giannis Antetokounmpo — but in a clever demonstration of how its pixelated product can “fix” old photos.
Kia. If you forget your baby bin, this is it no doubt car for you.
Disney: Celebrating its 100th anniversary, the studio has completed a space to showcase the depth of its content and the complex storage of childhood memories.
Kevin Burkhardt and Greg Olsen: After Fox’s pre-election show (don’t forget about the issues with the sound off), the announcers, who managed their first Super Bowl, got up with a tough call that identified the field’s problems. “game-changing penalty” at the end; didn’t stop and reminded everyone that this is, after all, a game of football.
NOT BAD BUT…
General Motors and Netflix: GM has partnered with Netflix shows to push its EVs, with Will Ferrell as a guide through shows like “Bridgerton” and “Stranger Things.” Not huge, but at least it felt big and inventive.
Dunkin: Ben Affleck (mostly) and Jennifer Lopez brought some celebrities to the idea of a moonlit starlight in a bakery.
Paramount+: The importance of Sylvester Stallone’s participation in the streaming show is, apparently, another star to help promote Paramount Mountain.
HeGetsUs.com. Advertisements for this The evangelistic campaign was definitely arresting, reminding people that Jesus was a refugee and loved everyone. Although it is one of the few advertisements about thing that played on Sunday, the intent of its message seemed confusing, a perception reinforced by the details about it. the group behind it.
Working day: Rock stars make the difference between calling someone a rock star and actually being one. A fun idea, carelessly executed.
Etrade: No one is wrong with baby talk, but that said, baby talk is a very tiring trick.
Weather technology: A solid “Made in America” field.
Beer advertisement: Miles and Kelly Sperry Teller seem like a cute couple to have a beer with. What is not advertised is the fact that it is Bud light. Ditto for Budweiser tying a Bud pack to “Six Degrees of Separation” (or Kevin Bacon), which had the right vibe to it, but felt a little too long.
Booking.com: Hey, who couldn’t use a vacation? But why are we watching Melissa McCarthy sing about it?
Doritos: Jack Harlow, Missy Elliott and Elton John pushing triangles? Another case of trying to be too brown and just being square.
Unstoppable Low: Danny McBride likes it so much he changes his name. But everything was beautiful McSilly.
DraftKings: Kevin Hart and a host of celebrities appeared, but will it be remembered as a great Super Bowl ad? Don’t bet on it.
Helman: Jon Hamm and Brie Larson on the ice? Yes, mayonnaise goes with ham and Brie, but as Hamm said at the end, “It’s amazing.”
Remy Martin: Serena Williams’ speech was exciting, but the product was a complete afterthought.
Growers: A famous Friars Club bakery, Mr. Peanut, felt like a weak attempt to butter up consumers.
Jeep: The tagline “Freedom is electricity” worked. CGI dancing animals, not so much.
Pringles: Another option for a manual canning campaign? It just feels like their creativity is stuck in the 90s.
Square space: Adam Driver is already overexposed, but this business, which involves dozens of people, made him indeed too much.
Ball: Someone should have talked to the ad agency and marketing team about going down that weird rabbit hole.
M&Ms: The only real comment to this place is Maya Rudolph’s “???” was
Limit/Break: Yes, I saw the barcode. No, I haven’t scanned yet.
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