The last thing the world needs is more tension right now, and that is something that Madison Avenue agreed with, judging by the mix of Super Bowl ads and the tone and tenor that dominated the messaging. There’s a recession, social division, a war in Ukraine, Chinese spy balloons, and crazy, dangerous out of touch politicians. Would it be asking too much to see some creativity, maybe something funny, and not be preached to for 30 seconds?
Many people paid to analyze this kind of thing believe that’s what we got on Fox Sunday night.
Advertisers rolled out ads that provided a comforting escape, and they used a lot of celebrities and dogs to get it done. Cryptocurrency sat this one out, thankfully, as liquor companies and snack foods spent big to get attention.
Here’s what Charles Taylor, a marketing professor at Villanova, told the Associated Press.
“Most followed a clear formula of combining A-list celebrities with humor, with some using nostalgia and/or music to good effect.”
Here’s a partial list of the celebrities who did what they could to push products to the biggest TV audience of the year.
Miles Teller – Bud Light: he appeared with his wife, Keleigh Sperry Teller, dancing to customer service hold music.
Melissa McCarthy – booking.com: she danced and sang through a commercial sharing her desire to go on a trip.
Dave Grohl – Crown Royal: the drummer pushed things from Canada.
Nick Jonas – Dexcom; the pop star pushed the benefits of Dexcom’s glucose monitoring system.
Jack Harlo, Missy Elliott, Elton John – Doritos: the music stars loved the Sweet & Tangy BBQ flavor.
Tony Hawk, Ludacris, Kevin Hart – DraftKings: the three stars were pushing the free bet offer.
Ben Affleck & J-Lo – Dunkin’ Donuts: the A-lister worked a drive-through window and got a surprise.
Will Ferrell – Netflix and General Motors: the hilarious actor takes a drive through Netflix shows.
Giannis Antetokounmpo, Doja Cat – Google: They push the “Magic Eraser” and “Photo Unblur” features.
Jon Hamm and Brie Larson – Hellman’s: The funny pair of actors have a suggestion for a “ham and brie” sandwich.
Sylvester Stallone – Paramount+: Sly and his three gorgeous daughters set up camp on Paramount Mountain.
Ben Stiller and Steve Martin – Pepsi Zero Sugar: They collab on a fantastic concept asking if something is “great acting or great taste.”
Bryan Cranston & Aaron Paul – Popcorners: the “Breaking Bad” stars cooking up PopCorners instead of meth.
Snoop Dogg and Martha Stewart – Skechers: The dynamic duo with the underlying sexual tension strike again for Skechers.
John Travolta – T-Mobile: The legend sings and dances to a version of “Summer Nights.”
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