Super Bowl ads are more than just breaks between gameplay during the biggest sporting event of the year: They offer a glimpse of the countryB次元官网网址檚 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 have jumped in to take their place.

When Super Bowl with the Kansas City Chiefs taking on the Philadelphia Eagles in Glendale, Arizona, big marketers will be battling it out during the Fox broadcast as well.

Their prize? The chance to capture the attention of more than 100 million viewers expected to tune in for the big game. This price of entry is steep: , and that doesnB次元官网网址檛 include the cost of making the ad itself.

This year, viewers can expect , light humor and catchy songs. For the most part, advertisers are steering away from somber messages or outrageous humor 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.

B次元官网网址淭his year is a B次元官网网址榙onB次元官网网址檛 worry be happyB次元官网网址� year,B次元官网网址� said Kelly OB次元官网网址橩eefe, CEO of Brand Federation. B次元官网网址淵ou name it, weB次元官网网址檝e had it all and its put us in almost depressed situation. This year people are over it and advertisers are responding really well B次元官网网址攖here are traditional brands, traditional humor and its going to feel like just a big old group hug.B次元官网网址�

WHOB次元官网网址橲 STARRING?

Stars are commonplace in Super Bowl ads, but over the past few years ads have been more and more stuffed with celebrities. .

Popular celebrities offer goodwill to a brand and help it stand out from the 50-plus or so advertisers during the big game. But with so many stars in ads, it can be harder stand out in a crowded field.

B次元官网网址淚f you use celebrity in a smart way, itB次元官网网址檚 huge,B次元官网网址� said Rich Weinstein, a professor at VCU Brandcenter. B次元官网网址淏ut with all of these celebrities, are people going to remember who each celebrity is attached to?B次元官网网址�

Big names making a splash this year: Melissa McCarthy sings a jingle for Booking.com, Miles Teller dances to hold music for Bud Light and Adam Driver makes multiples of himself for Squarespace. Avocados From Mexico enlists Anna Faris for one of the few slightly risque ads this year, that envisions a present where everyone is naked B次元官网网址� including the Statue of Liberty. And tennis star Serena Williams stars in two ads: one for Michelob Ultra and one for Remy Martin. ItB次元官网网址檚 the second year in a row she has had a presence in more than one ad: Last year, in addition to a Michelob Ultra ad, she starred in an ad for smart home-gym maker Tonal. Even hip hop mogul P. Diddy appears in an ad, in which he tries to make a hit for Uber One.

One unusual star this year: Jesus. that promote the B次元官网网址淗e Gets UsB次元官网网址� religious message.

WHICH ADS ARE THROWBACKS?

Another tactic that advertisers use to win over viewers is recreating beloved movies and TV shows. This year, online shopping site Rakuten is making a splash by enlisting Alicia Silverstone and Elisa Donovan to recreate a scene from 90s rom-com B次元官网网址淐lueless.B次元官网网址� Popcorners, a snack brand from Frito-Lay, brought back B次元官网网址淏reaking Bad,B次元官网网址� which first aired in 2008, with stars Bryan Cranston and Aaron Paul.

Other advertisers trying to capitalize on favorite content from years past: T-MobileB次元官网网址檚 ad shows John Travolta singing a T-Mobile home internet-themed version of B次元官网网址淪ummer NightsB次元官网网址� from B次元官网网址淕reaseB次元官网网址� with B次元官网网址淪crubsB次元官网网址� stars Donald Faison and Zach Braff. And finally, Michelob Ultra evoked B次元官网网址淐addyshackB次元官网网址� by setting its ad at the Bushwood Country Club thatB次元官网网址檚 in the movie.

The nostalgia fits the mood of the times, Weinstein said.

B次元官网网址淐onsumers are looking for a good laugh and to feel comfortable,B次元官网网址� Weinstein said. B次元官网网址滻tB次元官网网址檚 less about living in the problems the world faces today and more about leaning into nostalgia and having fun.B次元官网网址�

DO STUNTS WORK?

Some first-time advertisers have decided to lean into stunts and gimmicks to make their first foray into the big game stand out. The most notable is Fan Duel, live during an ad in the third quarter. If he makes it, anyone who places a Super Bowl bet of $5 or more on FanDuel will win a share of $10 million in free bets.

A blockchain-based gaming company, Limit Break, plans to run a QR code during the first commercial break of the game and will give away non-fungible tokens to people who scan it. And for its first national Super Bowl ad, Molson Coors asked people to bet on aspects of its commercial, like whether it will feature Miller Lite or Coors Light.

Kim Whitler, a professor at the Darden School of business, said stunts donB次元官网网址檛 always translate to positive sales results or brand recognition for brands.

B次元官网网址淧eople want to do stunts because stunts get attention,B次元官网网址� she said. B次元官网网址淏ut at the end of the day, the ad has to communicate something thatB次元官网网址檚 unique or better about the brand.B次元官网网址�

WHICH ADS WILL BE GAME-TIME SURPRISES?

While many advertisers have released ads ahead of the game, there are always some surprises. DunkinB次元官网网址� Donuts is running an ad that reportedly will star Ben Affleck and Jennifer Lopez, although the brand hasnB次元官网网址檛 confirmed that. Stellantis, which owns car brands Jeep and Ram, will run two undisclosed ads. And M&Ms has kept its advertising under wraps B次元官网网址� theyB次元官网网址檙e likely to make an appearance during the game, however.

Mae Anderson, The Associated Press

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