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Reuters Report: Super Bowl ads ditch politics for celebs, Taylor Swift and AI
Posted on 2/8/24 at 8:35 am
Posted on 2/8/24 at 8:35 am
quote:
Feb 8 (Reuters) - Fans can expect celebrities and more lighthearted commercials, along with glimpses of Taylor Swift, during the Super Bowl on Sunday, as corporate advertisers avoid the recent practice of using the big game to promote social causes.
While high-priced Super Bowl commercials often play for laughs in trying to make an impression, the flashy productions can also reflect the national mood.
Brands that previously took stands on issues such as diversity and climate change, are acknowledging that anything seen as political while attempting to market products to all consumers can be “treacherous to navigate,” said Kim Whitler, a professor at University of Virginia’s Darden School of Business and a former marketing executive at Procter & Gamble (PG.N), opens new tab.
"The pendulum swings. First, it was 'we don't do enough,' and now it's swinging back," she said.
Budweiser in 2017 used the Super Bowl to depict Anheuser-Busch's (ABI.BR), opens new tab founder making the journey from Germany to America in 1857, encountering xenophobia and discrimination along the way.
This year, it will bring back the iconic Clydesdale horses to its Super Bowl commercial, while related brands like Michelob Ultra will have a lighthearted ad featuring soccer superstar Lionel Messi.
For brands that want to appeal to a younger demographic during the NFL championship clash between the San Francisco 49ers and Kansas City Chiefs, the romance between Swift and Chiefs tight end Travis Kelce, which has dominated social media, could provide inspiration, said Charles R. Taylor, professor of marketing at Villanova University School of Business.
Despite some griping over attention paid to Swift during games she has attended this season, the pop megastar's appeal has benefited the league and could do the same for brands shelling out millions for a Super Bowl commercial, Taylor said.
The price of a 30-second spot on CBS sold for around $7 million, according to a source familiar with the ad sales, about the same as last year.
quote:
Bud Light will introduce the Bud Light Genie, who grants a group of friends wishes that turn a night watching football into a jam-packed adventure.
With the genie's help, the friends magically appear at rapper Post Malone’s concert, then at an Ultimate Fighting Championship match with UFC President Dana White, and become best friends with Hall of Fame quarterback Peyton Manning.
The beer brand’s return to raucous humor comes after it endured a damaging conservative boycott for featuring a transgender social media influencer in one of its ads.
“We're leaning a little bit harder into the humor this year,” said Todd Allen, senior vice president of marketing for Bud Light.
quote:
While corporations may steer clear of potentially divisive issues, at least two nonprofits have announced Super Bowl ads.
“If you go from funny, funny to serious, it’s going to feel different and will break through,” Whitler said.
The Foundation to Combat Antisemitism, an organization founded by New England Patriots owner Robert Kraft, will air its first-ever Super Bowl commercial featuring Clarence B. Jones, who helped Martin Luther King Jr. draft his “I Have a Dream” speech.
The ad comes amid rising antisemitic incidents during the Israel-Hamas war.
People for the Ethical Treatment of Animals (PETA) will air a tense anti-cheese commercial featuring actress Edie Falco and a mother cow in distress.
LINK
Posted on 2/8/24 at 8:37 am to ragincajun03
Good, we don't need lectures from billion dollar corporations on how the avg person is to blame for the climate or that domestic abuse is bad
Posted on 2/8/24 at 8:39 am to ragincajun03
Actually fairly encouraging from the NFL. They are learning people just want football for football.
Posted on 2/8/24 at 8:41 am to jcaz
Bud Light was an example for lots of companies. But I say that with some skepticism.
Posted on 2/8/24 at 8:41 am to jcaz
quote:
Actually fairly encouraging from the NFL. They are learning people just want football for football.
Until they rig the game for the Chiefs....lol
Posted on 2/8/24 at 8:48 am to jcaz
quote:exactly
Actually fairly encouraging from the NFL. They are learning people just want football for football.
Posted on 2/8/24 at 9:10 am to EZE Tiger Fan
quote:
Until they rig the game for the Chiefs....lol
It is the same ref from the NOLA No Call so who knows
Posted on 2/8/24 at 9:13 am to ragincajun03
quote:im sure the cow is so distressed being milked...
People for the Ethical Treatment of Animals (PETA) will air a tense anti-cheese commercial featuring actress Edie Falco and a mother cow in distress.
frick peta.
Posted on 2/8/24 at 9:17 am to ragincajun03
That's encouraging
Posted on 2/8/24 at 9:23 am to TJack
quote:
Bud Light was an example for lots of companies. But I say that with some skepticism.
I suspect Bud Light will come out swinging with the SB commercials. That's one way their made their brand so large and recognizable was old school SB marketing being so memorable and ingrained into pop culture.
They may even hearken back to classics (frogs, whasssup, clydesdales, etc.) to generate nostaliga vibes. And don't get me wrong, I don't think it will work to a large degree. But I do expect them to try pretty hard.
Posted on 2/8/24 at 9:36 am to EZE Tiger Fan
quote:
Until they rig the game for the Chiefs....lol
It will be rigged. Maybe for San Francisco but more than likely for the Chiefs but it will be rigged.
I actually had to search and find out who the Chiefs were playing. That is how detached I have been form the NFL the past few years.
Posted on 2/8/24 at 9:37 am to CocomoLSU
quote:Dreadlock dog GOAT
They may even hearken back to classics (frogs, whasssup, clydesdales, etc.) to generate nostaliga vibes. And don't get me wrong, I don't think it will work to a large degree. But I do expect them to try pretty hard.
Posted on 2/8/24 at 9:40 am to ragincajun03
I want the Clydesdales to come back 
Posted on 2/8/24 at 9:44 am to ragincajun03
quote:
"The pendulum swings. First, it was 'we don't do enough,'
these poor victims
What happened here is they cowed to a small fringe minority on twitter. No one was asking you to do more. You just thought some bots on Twitter meant your customers. You were wrong.
This post was edited on 2/8/24 at 9:45 am
Posted on 2/8/24 at 9:58 am to ragincajun03
If the Bud Light people were smart, they’d bring back the Real Men of Genius commercials
Posted on 2/8/24 at 12:17 pm to dgnx6
quote:
What happened here is they cowed to a small fringe minority on twitter. No one was asking you to do more.
You mean people weren't sitting at home drinking beer thinking to themselves, "I really wish Bud Light did more for the Trans community. "
Posted on 2/8/24 at 12:24 pm to dgnx6
quote:
What happened here is they cowed to a small fringe minority on twitter. No one was asking you to do more. You just thought some bots on Twitter meant your customers. You were wrong.
Many advertising firms are filled with overeducated white women who for some ungodly reason think they hold some sort of moral high ground over the rest of us. Frankly I think they all belong in the kitchen.
Posted on 2/8/24 at 12:29 pm to ragincajun03
quote:
anti-cheese commercial featuring actress Edie Falco and a mother cow in distress.
Posted on 2/8/24 at 1:04 pm to ragincajun03
I hate that the game has turned into a side show for political and race baiting purposes.
This is the first year in my adult lifetime that I will be intentionally avoiding and not watching the SuperBowl.
The fact that the NFL is helping foster division and race tensions by allowing a platform for a single race’s National Anthem, pushing the agenda of 2 national anthems, is enough to cause me to avoid giving my viewership.
But when you add to that the take over of league publicity by special interest groups using bimbo Taylor Swift and “I’d sell my mama for a dollar” Travis Kelce to try to influence a targeted section of voters, it makes it clear that the Super Bowl is no longer about the game, coaches nor players. We’ll be seeing Swift, Kelce and others associated with them on multiple media platforms giving their political endorsements over the next several months.
This is the first year in my adult lifetime that I will be intentionally avoiding and not watching the SuperBowl.
The fact that the NFL is helping foster division and race tensions by allowing a platform for a single race’s National Anthem, pushing the agenda of 2 national anthems, is enough to cause me to avoid giving my viewership.
But when you add to that the take over of league publicity by special interest groups using bimbo Taylor Swift and “I’d sell my mama for a dollar” Travis Kelce to try to influence a targeted section of voters, it makes it clear that the Super Bowl is no longer about the game, coaches nor players. We’ll be seeing Swift, Kelce and others associated with them on multiple media platforms giving their political endorsements over the next several months.
This post was edited on 2/8/24 at 4:32 pm
Posted on 2/8/24 at 1:35 pm to jcaz
quote:
Actually fairly encouraging from the NFL. They are learning people just want football for footb
This doesn’t have anything to do with the NFL - they didn’t make this decision. This is different brands realizing that they shouldn’t piss off one side of their customer base.
It’s all about the advertisers bottom line, and nothing else.
This post was edited on 2/8/24 at 1:36 pm
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