Big name advertisers from Netflix to Google hoping to capture the attention of the roughly 100 million viewers who tune in to the Super Bowl each year are paying as much as $7 million for a 30-second spot during the big game on Sunday.
In order to the biggest return on investment for those millions, most advertisers release their ads in the days ahead of the big game to generate buzz for their spots. In the ads released so far, actor Miles Teller dances to customer-service hold music for Bud Light, Will Ferrell crashes popular Netflix shows like “Bridgerton” in a joint ad for GM and Netflix; and Alicia Silverstone reprises her “Clueless” character for online shopping site Rakuten.
One of the big changes this year: a bevy of booze brands join the party after Anheuser-Busch has ended 30 years of exclusivity on the broadcast. In addition to celebrities hawking Budweiser and Michelob Ultra, viewers will see some famous folks touting the qualities of Heineken, Molson and Coors, along with liquor brands Remy Martin and Crown Royal — all eager to make their mark on advertising’s largest stage. Here’s a sample of Sunday’s lineup:
⦁ Booking. com: Actress Melissa McCarthy stars in a musical number for the travel site about her desire to go on a trip “somewhere, anywhere.”
⦁ Bud Light: “Top Gun: Maverick” actor Miles Teller and his wife Keleigh Sperry Teller dance to customer service hold music while drinking a Bud Light.
⦁ Budweiser: In a regional ad, a diverse group of people share a six-pack of Budweiser — a voiceover by Kevin Bacon showcases the “six degrees of Bud.” Although he’s not shown, the ad is a nod to the “Six degrees of Kevin Bacon” meme — the idea that anyone in the entertainment business can be linked to Kevin Bacon in six connections.
⦁ Busch Light: A mountain man talk talks about surviving the outdoors in an ad that stars singer Sarah McLachlan spoofing her well-known and oft mocked animal-advocacy ad that uses her song “Angel.”
⦁ Hellmann’s: The mayo brand shows actors Jon Hamm and Brie Larson in a fridge with a jar of Hellmann’s mayo — to drive home the point that Hellmann’s would go well with a “ham and brie” sandwich.
⦁ Dexcom: Singer Nick Jonas returns for the second year in an ad that highlight’s Dexcom’s glucose monitoring system.
⦁ Downy Unstoppables: Super Bowl regular Procter & Gamble promotes its Downy Unstopables brand in an ad showing actor Danny McBride — who wants to go by “Downy McBride.”
⦁ DraftKings: The online betting site shows stars including skateboard mogul Tony Hawk and singer Ludacris discussing DraftKings free bet offer at a party at actor Kevin Hart’s house.
⦁ General Motors and Netflix: Actor and comedian Will Ferrell drives different GM electric vehicles through different Netflix shows, including “Bridgerton” and “Stranger Things,” to announce that Netflix will feature electric vehicles in its original shows.
⦁ Michelob Ultra: Michelob Ultra’s two ads are set at Bushwood Country Club, the fictional country club in “Caddyshack,” and star a bevy of stars and athletes: tennis great Serena Williams, actor Brian Cox, Dallas Cowboys quarterback Tony Romo, soccer player Alex Morgan and boxer Canelo Alvarez.
⦁ Popcorners: The Frito-Lay brand recreates “Breaking Bad” with Bryan Cranston and Aaron Paul — but this time the duo are cooking up the PopCorners snack in their RV instead of anything illicit.
⦁ Pringles: Anyone can get their hand stuck in a Pringles can, according to Pringles’ latest Super Bowl ad effort, including singer Meghan Trainor.
⦁ Rakuten: The online shopping site tapped “Clueless” stars Alicia Silverstone and Elisa Donovan to recreate a scene from the 1995 hit and convey that Rakuten gives shoppers cash back on purchases. Designer Christian Siriano also appears as a student.
⦁ Uber One: Uber’s ad for its membership program Uber One shows hip hop mogul P. Diddy working to create a hit song for Uber One. The ad features singers of famous hits, including Montell Jordan (“This is How We Do It”), Kelis (“Milkshake”), Donna Lewis (“I Love You Always Forever”), Haddaway (“What is Love”) and Ylvis (“What Does the Fox Say”).
⦁ Workday: In the first Super Bowl ad from the enterprise software company, actual rock stars Ozzy Osbourne, Billy Idol, Joan Jett and others complain that office workers shouldn’t call each other “rock stars.”
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