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This year’s Super Bowl commercials lean heavily into humor, as advertisers aim to provide a light-hearted escape for viewers.
As the Philadelphia Eagles face off against the Kansas City Chiefs in New Orleans, an array of quirky advertisements is set to captivate audiences. While many brands released their ads online ahead of time, others opted for a surprise reveal during the big game.
Humor takes center stage in this year’s lineup of commercials. Expect antics such as four elderly women enjoying an unexpected road trip courtesy of WeatherTech, and Eugene Levy experiencing a whimsical eyebrow flight after indulging in Little Caesars. Coors Light showcases sloths grappling with Monday blues, while another ad features a man’s tongue celebrating Nestlé Coffee Mate’s cold foam dancing away. British artist Seal humorously transforms into an actual seal lamenting his inability to hold Mountain Dew with his flippers.
Actor Glenn Powell offers a playful twist on Goldilocks for Ram Trucks; meanwhile, comedian Nate Bargatze introduces clones and hires an opera singer thanks to savings from using DoorDash. Shaboozey ambles through New Orleans promoting Nerds candy while stars from the “Fast and Furious” franchise leisurely cruise in a convertible savoring Häagen-Dazs ice cream bars.
Tim Calkins, marketing professor at Northwestern University’s Kellogg School of Management, describes this advertising season as particularly intricate for brands aiming not to offend amidst prior political tensions during last fall’s U.S. elections. As he notes, advertisers sought established humor and nostalgia rather than risky creativity: “The challenge this year is that everyone wants safety but must balance it with interest,” he remarked. “Advertising that plays it too safe often lacks memorability.”
Nostalgia runs deep within these ads:
Nostalgic Appeal
Budweiser revives its beloved Clydesdales featuring a foal aspiring to join their ranks while Meg Ryan and Billy Crystal reprise their iconic scene from 1989’s “When Harry Met Sally,” now focusing on Hellmann’s mayonnaise appreciation.
The Muppets explore accommodations via Booking.com; Instacart attracts attention by parading familiar mascots like Mr. Clean and Pillsbury Doughboy—a mix celebrating beloved childhood icons!
Professor Kimberly Whitler from the University of Virginia highlights how leveraging nostalgia can enhance ad appeal across various generations by associating products with cherished cultural memories.
Star Power Innovations
Clever celebrity combinations also catch viewer interest this year: Catherine O’Hara partners with Willem Dafoe as pickleball enthusiasts for Michelob Ultra; David Beckham reunites with Matt Damon as long-lost twins bonding over Stella Artois; culinary master Gordon Ramsay collaborates with comedian Pete Davidson for HexClad cookware;(Statistical Insight:a study shows 60% increase in viewer recall when celebrities are paired unusually).Peyton Manning joins Post Malone and Shane Gillis at Bud Light’s block party while Matthew McConaughey leads other famous faces promoting Uber Eats flavors.
Linli Xu from The Carlson School warns about potential diminishing returns when relying solely on celebrity endorsements: “The key lies in balancing star power without overshadowing brand recognition.”
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Meaningful Messages Amidst Laughter
This Super Bowl isn’t just about fun—serious themes emerge too: Novartis promotes breast cancer early detection among women; Dove addresses body image issues affecting young female athletes; Hims & Hers tackles obesity concerns head-on.Innovative Outreach:` Date backdrop includes Snoop Dogg alongside Tom Brady delivering poignant messages against antisemitism through stark realism.
Xu noted she anticipated more unifying advertisements following divisive election sentiments but found predominantly humorous content prevailed instead—perhaps audiences crave both entertainment and connection through shared experiences?
