Most of the commercials airing during this year’s Super Bowl are going for laughs, with advertisers betting that America could use a brief diversion.
As the Philadelphia Eagles and the Kansas City Chiefs hit the field in New Orleans, a parade of silly ads will hit airwaves on Sunday. Many companies put their ads online ahead of the game, but some held out to maintain an element of surprise.
Humor dominates in the ads released so far. Four old ladies go on a joy ride with WeatherTech, while Eugene Levy’s eyebrows fly off and buzz around after he eats some Little Caesars. Sloths have a case of the Mondays in an ad for Coors Light. A man’s tongue starts dancing to celebrate cold foam from Nestlé Coffee Mate. British singer Seal becomes an actual seal, sad that he can’t hold Mountain Dew with his flippers.
Actor Glenn Powell does a take on Goldilocks for Ram Trucks, while comedian Nate Bargatze clones himself and hires an opera singer because he saved so much money using DoorDash. Shaboozey takes a lighthearted stroll through New Orleans for Nerds, while the stars of the “Fast and Furious” franchise take a slow cruise in a convertible so they can enjoy Häagen-Dazs ice cream bars.
Tim Calkins, a professor of marketing at Northwestern University’s Kellogg School of Management, said this was a complicated Super Bowl for advertisers.
Most ads were in development during last fall’s U.S. presidential election race, so avoiding controversy was even more of a priority than usual, Calkins said. The finalized crop of commercials feature a lot of simple humor, nostalgia and few creative risks, he said. But even that approach can backfire.
“That’s the challenge this year. Everybody wants to be safe, but you also want to be interesting,” Calkins said. “Safe advertising isn’t the advertising you notice or remember.”
And advertisers can’t afford not to be noticed. Some of the roughly 80 Super Bowl ads spots cost a record $8 million for 30 seconds this year.
Here are some of the themes of this year’s Super Bowl ads:
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