As the Kansas City Chiefs aim for an unprecedented third consecutive Super Bowl win against the Philadelphia Eagles, advertisers are gearing up for one of the year's most watched events. CNN reports over 50 brands have secured slots during the game, expected to draw over 120 million viewers, focusing on humor and celebrity endorsements rather than the once-popular themes of gambling and cryptocurrency.
According to Paul Hardart, a clinical professor of marketing at New York University's Stern School of Business, capturing viewer attention in today's media environment is challenging. Brands are therefore leveraging celebrities, mascots, and well-known intellectual properties to ensure their messages resonate.
A prime example is Instacart's inaugural Super Bowl advertisement, which stars a lineup of familiar consumer mascots like Mr. Clean, Chester the Cheetah from Cheetos, and the Pillsbury Doughboy. This 30-second spot humorously illustrates "one epic delivery" only possible through Instacart.
Other companies are also tapping into celebrity power. Uber Eats features Martha Stewart and Kevin Bacon in a playful ad suggesting that football was created to sell food, with a humorous twist on the Roman numerals in Super Bowl LIX ("licks"). Stella Artois reunites with David Beckham and adds a Matt Damon appearance, while Coffee mate uses Shania Twain to introduce its new cold foam with a custom song.
The trend isn't limited to traditional advertising; artificial intelligence is also making its mark. A Meta commercial stars Chris Pratt, Kris Jenner, and Chris Hemsworth showcasing AI-powered glasses, and the Muppets use Booking.com's new AI tool to plan a trip.
Hardart notes the cyclical nature of Super Bowl advertising themes, highlighting how past years focused on cryptocurrency and betting apps. "No better way to say we're the mainstream one than by being featured in the Super Bowl," he remarked, explaining the strategic shift towards AI and back to humor and celebrity in this year's lineup.
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