The Super Bowl returns on Sunday, February 8 and will demonstrate, once again, that in addition to a sporting event it is a social and cultural event of reference. This is due both to the spectacle offered by the players on the field and that offered by the artist on stage during the break, but also to the advertising hype of advertisers.
The event, which this time pits the Seattle Seahawks and the New England Patriots in California, has once again broken records before its celebration. Firstly, due to its advance sale of the entire advertising inventory; and on the other, for the price registered for the broadcast of 30-second spots, which has reached 10 million dollars.
The data shows the relevance of the Super Bowl in the marketing strategies of brands, which understand the event as fundamental for their communication opportunities. The meeting, broadcast this year through NBCUniversal properties, represents a privileged context for visibility and for connection with a relevant cultural moment.
The big Hollywood stars are protagonists in most advertisements
As is usually the case, Super Bowl ads have turned humor and the presence of big Hollywood stars into their two greatest assets. However, considering the political-social situation, a greater presence of messages linked to American tradition and local production is also observed. All of this combined with diverse production styles and creative approaches, but with a predominance of large productions.
Technology companies, pharmaceutical companies and those linked to the wellness industry will be especially protagonists in this edition of the Super Bowl. Products and services linked to artificial intelligence, such as those from OpenAI, and business process management, such as those from Salesforce or TurboTax, as well as drugs related to obesity and GLP-1, such as those from Ro, will be present during the breaks.
You can see advertisements from brands traditionally associated with the sporting event, such as Budweiser, Michelob Ultra, Lay’s or Pepsi; and also attend debuts, such as those of the aforementioned pharmaceutical company Ro, the artificial intelligence company Anthropic, or Kinder Bueno. Some advertisers, however, will be linked to the event but only in its digital broadcast, such as Oikos, the clothing brand Tecovas or Eli Lilly. This year Nike will be one of the absences.
These are some ads that will be seen in Super Bowl 60
- “The game is ours”, by Ogilvy for Dove
- “American Icons”, by BBDO New York for Budweiser
- “The Choice”, by Pepsi Conten Studio and BBDO for Pepsi
- “Bananas”, by Local Producer (in-house) for Instacart
- “Melisa”, by Day One Agencya for Elf
- “Can I get a six pack quickly?”, by Mother for Anthropic
- “Healthier on Ro”, by Young Hero (in-house) for Ro
- “Rich people live longer”, by Ways & Means for Hims & Hers
- “Jurassic Park… works”, by Goodby Silverstein & Partners for Xfinity
- “Unavailable”, by Squarespace (in-house)
- “Hungry for the truth”, by Special for Uber Eats
- “Hair balad”, by Quality Meats for Manscaped
- “Pringleleo”, from BBDO New York for Pringles
- “The Great Invitation: Drivers wanted”, by Johannes Leonardo for Volkswagen
- “Yes Bueno”, by Anomaly for Kinder Bueno
