Super Bowl LV: Commercial Tracker
Updated: Feb 7
On an annual basis, the Super Bowl is the world’s most anticipated sporting event.
In 2020, over 100 million viewers tuned in to watch the Kansas City Chiefs win their first championship in 50 years. The event is not only a showcase of athletic excellence, but also a battleground for brands to reach a massive audience and display their creativity.
'The Big Game' is a marquee occasion that brands use as a center-piece of their marketing strategy and with a price tag of approximately $5.5 million for 30 seconds, Super Bowl ads are a consequential investment for any company.
Year-after-year, the commercials are responsible for some of the most memorable moments of Super Bowl weekend. Most would recognize Budweiser’s’ “Clydesdale Puppy Love” ad prior to recalling how badly the Seahawks beat the Broncos in 2014 or remember Amazon’s “Alexa Lost Her Voice” commercial before remembering how Nick Foles outdueled Tom Brady in 2018.
As the global pandemic stifled businesses, and with advertising budgets in flux, committing to a Super Bowl commercial has become an arduous task for Brand Bowl stalwarts. Brands such as Budweiser, Coca-Cola, Hyundai, Ford, Avocados from Mexico, Sabra, Little Caesars and Olay have already confirmed they won’t participate. Half-time sponsor Pepsi has also announced they would not be producing a commercial in favour of focusing solely on the performance. Although the appetite for Super Bowl ad space has declined, CBS has still managed to virtually sell out of all commercial inventory.
Veteran Super Bowl Brands
The world-renowned snack company will air three commercials during the Super Bowl. The first will reintroduce Doritos 3D, the second will announce a new product, Cheetos Crunch Pop Mix, and the remaining spot will feature Frito-Lay's broader chip portfolio. The growing star-studded cast of celebrities and former athletes will likely be second-to-none after all plans are made public.
Alright, alright, alright. If the pandemic has taught me anything, Doritos do make you more 3D. Employing the services of superstars Matthew McConaughey, Mindy Kaling and Jimmy Kimmel, Doritos went over the top to ensure sales for their new product don't go flat.
Frito-Lay continues to leverage the power of Hollywood by featuring Ashton Kutcher, Mila Kunis and Shaggy in their #ItWasntMe Super Bowl spot.
The final Frito-lay commercial will focus on their greater chip portfolio as brought to life by the astute story-telling of Marshawn Lynch. The hall-of-fame roster of former football athletes includes the Manning family, Jerry Rice, Troy Aikman, Terry Bradshaw, Joe Montana, Deion Sanders and Jerome Bettis.
Using Jason Alexander, more commonly known as George Costanza, Tide turns the Seinfeld star into a sweatshirt. Working with the tagline "it's dirtier than it looks," the brand attempts to outline the less-than-hygienic daily usage we put our clothing through. The Procter & Gamble Co. brand made headlines earlier in the NFL season by creatively opening up a new sponsorship category related to hygienic jersey swaps.
Dawn and Swiffer
By spending most of our time inside, chores and keeping the home clean have certainly fallen by the wayside. Dawn and Swiffer are hoping to address the added responsibility for those who absorb the majority of the burden. The cleaning brands are encouraging everyone to work together as a team, and through communal collaboration, decreasing the "chore gap."
Amazon is back at it again. After "Alexa Lost Her Voice" garnered rave reviews, the brand has launched another Super Bowl ad, this time featuring actor Michael B. Jordan. Promoting Alexa's sleek new design, the commercial is a role reversal from a few year's prior seeing the smart speaker take control of Jordan's voice. For marketers with a keen eye, Amazon layered in Jordan's upcoming feature film that they produced called Without Remorse.