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The highly anticipated Super Bowl Sunday is upon us, bringing with it a lineup of commercials vying for the audience’s attention during the highly-watched game breaks.
Bagging a spot for a Super Bowl commercial isn’t a walk in the park. Brands fork out an estimated $7 million for just 30 seconds of airtime, in addition to pulling in A-list celebrities, conjuring impressive special effects, and creating memorable content for the over 100 million viewers tuning in.
“It’s hard to get this attention — and there isn’t really one recipe,” observed Linli Xu, associate professor of marketing at the University of Minnesota. “It has to fit with (each) brand.”
Advertisers, thus, set their sights on innovating and trying assorted tactics. Some brands aim for the heart with the nostalgia factor, like Budweiser’s Clydesdales. Others attempt to tickle the funny bone with light-hearted jokes and a parade of celebrities. Then there are those that go for the more profound, emotional appeal.
Prior to the showdown between the San Francisco 49ers and the Kansas City Chiefs, which will broadcast on CBS and stream on Paramount+, several advertisers have teased their commercials.
Some of these commercials showcase Christopher Walken confronting a day filled with impersonators for BMW, Ice Spice enjoying a Starry drink post-breakup with another soft drink, and ETrade’s famous spokesbabies making a comeback, depicted playing a baby-friendly version of tennis.
This year, the commercials include a few mini TV show reunions. In one ad, Jennifer Aniston seems to have a lapse in memory regarding her prior association with David Schwimmer, her colleague from “Friends”, in an Uber Eats campaign. e.l.f. cosmetics stages a mock courtroom scenario reuniting “Suits” stars Gina Torres, Rick Hoffman, and Sarah Rafferty amidst a host of celebrity cameos including “Judge Judy”.
Some advertisers keep their ads under wraps until the big day, ensuring some surprises for Sunday’s audience. With it being an election year in the U.S., there’s a chance for political ads. Though not officially hinted at, fans are curious to see if any advertisers will leverage Taylor Swift’s current prominence in their spots.
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FAQs About Super Bowl Commercials
How much does a Super Bowl commercial cost?
A 30-second commercial spot during the Super Bowl reportedly costs around $7 million.
Can I watch Super Bowl commercials before the game?
Yes, many brands release their commercials ahead of the game. They can often be found on the companies’ official YouTube channels or social media pages.
Do all advertisers reveal their Super Bowl ads before the game?
No, some advertisers choose to keep their commercials a secret until they air during the Super Bowl.
Will there be any political ads during the Super Bowl?
It’s possible, especially since it is a U.S. presidential election year, but there’s no confirmation until the ads air.
Conclusion
The Super Bowl isn’t just about football; it’s a cultural phenomenon where advertising is as much a spectator sport as the game itself. This year’s collection of commercials promises a blend of humor, nostalgia, and surprise, backed by strategic marketing and high production values. As viewers prepare to indulge in a mix of on-field action and commercial creativity, advertisers are gearing up to make their millions count. Whether your interest lies in the game or the advertisements, Super Bowl Sunday is sure to deliver some memorable moments.
