Super Bowl ads are more than just breaks between gameplay during the biggest sporting event of the year: They offer a glimpse of the country's zeitgeist, along with how major industries are faring.
This year, crypto ads and automakers are advertising less since those industries are facing problems. Major food brands like M&Ms, tech companies like Google, streaming services including Peacock and more alcohol brands have jumped in to take their place.
This year, viewers can expect stars galore, light humour and catchy songs. For the most part, advertisers are steering away from sombre messages or outrageous humour that might have worked to capture attention in decades past, but not now, when the country is still emerging from the pandemic, facing economic uncertainty, and the war continues in Ukraine.
"If you use celebrity in a smart way, it's huge," said Rich Weinstein, a professor at VCU Brandcenter. "But with all of these celebrities, are people going to remember who each celebrity is attached to?" Other advertisers trying to capitalize on favourite content from years past: T-Mobile's ad shows John Travolta singing a T-Mobile home internet-themed version of "Summer Nights" from "Grease" with "Scrubs" stars Donald Faison and Zach Braff. And finally, Michelob Ultra evoked "Caddyshack" by setting its ad at the Bushwood Country Club that's in the movie."Consumers are looking for a good laugh and to feel comfortable," Weinstein said.
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