The key ingredients for a great Super Bowl Sunday are as simple – football, food, half time entertainment and ads.

With renewed hope in America after a change of presidency, somewhat tempered by the continuing challenge of COVID, this year more than ever the Super Bowl provided an opportunity for brands to hit the right note during the showpiece.

Though some brands like Budweiser chose to donate the millions it would’ve spent on an ad to COVID-19 vaccine awareness many others still took part in the annual advertising festival. CBS reportedly charged a whopping $5.5 million for a 30-second spot, slightly less than last year but still not exactly pocket change.

 

 

The action on the pitch featured the master Tom Brady taking on the up and coming star Patrick Mahones. Brady wrote himself further into the history books by winning a first Super Bowl title with the Tampa Bay Buccaneers and a seventh overall in a dominant performance against the defending champions The Kansas City Chiefs.

The Weeknd performed, depending on where you read it, the worst or best half time show in Super Bowl history, entertaining 7.5k front line workers who were invited to attend by the NFL. Social media was awash with pictures of ribs and burgers (and the odd bowl of cereal) in the battle for the best late night snack but what we want to know is who won the battle of the advertisers?

Here are some the ads that we think added to the entertainment on the night:

 

Door Dash

It was hard not to love this Super Bowl commercial, which served as an ode to neighbourhoods everywhere and benefited from some nice nostalgia, featuring singing Sesame Street characters and Daveed Diggs. A real feel good family commercial with a local feel.

 

State Farm

A star studded line up featuring Aaron Rodgers, Paul Rudd and starting Super Bowl quarterback Patrick Mahomes. As the talent bemoans the poor quality of their stand-ins “Jake from State Farm”, a character synonymous with their commercials, realises his stand in is “Drake from State” farm. It’s a nice celebrity link up to their already well known campaigns.

 

Toyota

Toyota’s commercial featuring American Paralympic swimmer Jessica Long is one that’s sure to pull at the heartstrings. Long, a 13-time Paralympic gold medalist, shows the “hope and strength in all of us,” as the commercial depicts her adoption story from Eastern Europe to Paralympic success. A really powerful piece of work and a good link up to Toyota’s partnership with Team USA in the Olympics/ Paralympics. Unruly found that this ad was the most effective advert of Super Bowl LV and the most likely to have an effect on brand and business metrics.

 

General Motors 

Our favourite for sheer entertainment level. This commercial creates its own epic adventure and throws in some self deprecating humour around American’s geographical knowledge. Will Ferrell stars as our hero who wants to take on Norway, due to them selling more EV vehicles than the US per capita. A clever ad but with an important message to try and make America a greener motoring country.

 

If you would like a more in-depth analysis of these points or we can help with your advertising needs please contact us at hello@urbanmedia.ie.

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Source : CBS, Unruly Trends and Insights
Categories: newsonlineRadioTrends

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