THE Super Bowl is coming! The championship takes place on February 13th, and as we well know, the event is one of the most important for advertising brands. Check out what’s new in the advertising world:
first appearances
Vroom is once again the first brand to reveal its Super Bowl commercial 25 days before kickoff. The song and dance number shows the roller coaster that is selling a car: from the euphoria of finding a buyer to the disappointment of the buyer giving up on the deal. The Broadway venue aims to show how Vroom takes all the hassle out of selling a car.
Automotive ads pile up
BMW will announce at the Super Bowl for the first time in seven years, EJ Schultz Reports. The brand is the fifth automaker to confirm an in-game announcement for 2022, following Nissan, Toyota, General Motors and Kia. Last year, only three automakers bought ads, and in 2020, there were six. The category’s recent peak occurred in 2018, when 11 car brands ran ads.
BMW last appeared in the game in 2015 with an ad starring Katie Couric and Bryant Gumbel. It goes back to 1994, when the hosts of the “Today Show” struggled with the concept of the internet. The spot then moved forward as the duo pondered the improbability of electric cars – specifically BMW’s i3 EV.
While BMW has remained tight-lipped about the focus of this year’s ad, it seems only natural that the company would want to once again use its Big Game ad to power electric vehicles.
bursting into laughter
Lay’s has cast Seth Rogen as the star of its Super Bowl commercial, according to Ad Age’s Jon Springer. A 15-second teaser released by French fries brand Frito-Law shows a dark bearded character singing, “Oh Seth Rogen, Oh Seth Rogen, where are you?” before a makeshift sanctuary for the star of comedies like “Knocked Up,” “Superbad” and “Sausage Party.”
Bud Light’s Mysterious NFT
It looks like Bud Light might be ready to bring the NFTs to the Super Bowl. Brand Anheuser-Busch InBev switched its Twitter profile picture earlier this week to an NFT avatar from Nouns, a project that creates one new NFT a day.
According to Decrypt, a website that covers Bitcoin and Ethereum news, Nouns bought the beer-themed NFT valued at around $394,000 to give to Bud Light as part of a deal to have the Nouns glasses featured in a Super Bowl commercial and on real beer cans. . A spokesperson for Anheuser-Busch declined to comment on the Super Bowl plans. Given AB InBev’s push into the NFT space, a digital token of some sort is pretty much data tied to the Big Game.
Miller goes to the metaverse
While Miller Lite won’t air a Super Bowl commercial (AB InBev holds exclusive rights to the beer category), the brand will look to get some buzz around the Big Game by building a bar in the metaverse. The bar, which will be on the Decentraland virtual platform, will be the only place fans will be able to watch Miller Lite’s “Big Game” ad.
Pepsi is out again
Pepsi-Cola will once again stop running an in-game Super Bowl ad for the second year in a row, instead investing its marketing efforts in sponsoring the halftime show, writes Schultz. Those efforts are starting with what Pepsi is calling a “trailer” for the show, starring Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar.
taking to the skies
Turkish Airlines is the latest travel brand to confirm it will return to the game, reports Ad Age’s Adrianne Pasquarelli. The airline last aired a Super Bowl ad in 2019.
Turkish also marks the third brand in the travel industry to reveal Big Game plans. Last week, Booking.com said it will air its first commercial for the game as it tries to capture consumers’ growing interest in travel. Expedia will also run an in-game spot for its eponymous brand, as well as a pre-game spot for its Vrbo brand.
All sold out… almost
NBC, which will air the game on February 13, provided a brief update earlier this week on the state of Super Bowl ad sales. “When it comes to the Super Bowl, we’re pretty much sold out, as we’ve been for a while,” said Dan Lovinger, NBCUniversal’s executive vice president of sales and partnerships.
“We tend to keep some units in our back pocket until the final match is announced, because as we’ve learned, some options are useful to us and are useful to our advertising partners. A lot of the decision to be a part of the Super Bowl is based on creativity, and when we know who’s in the game, sometimes that creativity creates some resonance based on confrontation. So that option exists and we will be able to react with the last units.”
Best matchup for brands
According to data, measurement and analytics firm EDO, recreating last year’s Super Bowl clash between the Buccaneers and Chiefs would give advertisers the biggest bang for their buck. Call it the Brady-Mahomes effect. Ads shown during the Buccaneers’ regular season games generated 26% more engagement for advertisers than the average primetime show, while ads shown during Chiefs games generated 23% more engagement, according to EDO.
This Day in Super Bowl History
Super Bowl XIII was played 43 years ago when the Pittsburgh Steelers faced the Dallas Cowboys. That year, he saw an ad for the five-year-old Miller Lite (this was long before AB InBev had exclusive rights and Bud Light didn’t even exist). There were also ads from McDonald’s, Master Lock and IBM, according to the Ad Age Super Bowl Archive. NBC was averaging $222,000 per 30 seconds of airtime that year, when adjusted for inflation in early 2016.
Translated matter from Ad Age.
The post Super Bowl Alert: Check out the first marks of the event appeared first on DNEWS.
