Super Bowl commercials "typically zero in on the funny bone or go for the gut by urging viewers to eat chips, nuts and other snacks," but in recent years, a good portion of spots have "taken on a higher purpose," according to Brian Steinberg of VARIETY. Brands like Coca-Cola and A-B InBev will feature spots this year with "messages spotlighting changes in society." While Super Bowl audiences "expect to see commercials hyping soda and beer," this year they will "get something else." Madison Avenue has "rushed into the social relevance game in a bid to impress younger consumers who are often moved when they hear about a vital cause or progressive goal." Other marketers are "bringing more of the same, tapping familiar elements like celebrities, jokes and nostalgia." However, taking the "high-minded approach ... clearly has growing appeal." Washington Univ. Dir of Sports Business Program Patrick Rishe said that millennials and Generation Z are "not turned off when the companies they support take a social stance." He said, "Companies which include social messaging in their ads are more likely to connect with their consumers on an emotional level" (VARIETY.com, 1/28).
ON THE BIG SCREEN: DEADLINE's Anthony D'Alessandro reported despite buzz that Disney would "drop a 'Star Wars: Episode IX' trailer on Super Bowl Sunday," that is "not the case." Last year, the studio "broke 'Star Wars' promo-form and dropped a teaser" during the game for "Solo: A Star Wars Story." Meanwhile, viewers can "bet on Universal dropping a spot for Dwayne Johnson and Jason Statham’s 'Fast & Furious' spinoff 'Hobbs & Shaw,'" which opens Aug. 2. Universal has "traditionally had a presence at the Super Bowl with its big franchises" like "Fate of the Furious," and its "Jurassic World" pics (DEADLINE.com, 1/28).
LIKE TEARS IN RAIN: AD AGE's Jeanine Poggi noted director Ridley Scott will "make his return to TV commercials for the first time in nearly 20 years" by directing a short film for Turkish Airlines, called "The Journey." Turkish Airlines will air a 30-second clip of the six-minute film during Super Bowl LIII, the airline's "third consecutive Super Bowl ad." Anomaly partnered with Scott to direct the film, which "showcases Istanbul and is based around the plot of a cat-and-mouse chase across the city's landmarks." The goal of the spot is to "promote the city's new airport" (ADAGE.com, 1/28).
HAVE A DRINK ON ME: ADWEEK's Kristina Monllos noted Michelob Ultra is "hoping to stand out with a whispered message" about its organic brew, Pure Gold, for its second Super Bowl spot. Actress Zoe Kravitz stars in the 45-second ad from FCB, Chicago, which "uses quiet, deliberate sounds in the hopes to trigger ASMR (autonomous sensory meridian response) for viewers while also giving them a sense of how Pure Gold is different." The spot was directed by Emma Westenberg (ADWEEK.com, 1/27). Meanwhile, AD AGE's E.J. Schultz noted Pepsi is "embracing its challenger-brand status" with a Super Bowl ad that "pokes fun at the habit of people ordering Coke at restaurants." The 30-second spot stars Steve Carell "going a bit apoplectic when a woman in the booth next to him orders a Coke, prompting the waiter to ask, 'Is Pepsi OK?'" Carell says, "Pepsi is more than OK," before "tossing it to Lil Jon, who delivers his signature 'okayy.'" Pepsi will also run a 10-second lead-in to the halftime show, which it sponsors (ADAGE.com, 1/28).
STACK ATTACK: AD AGE's Jessica Wohl noted Pringles is once again using its Super Bowl spot to "suggest stacking multiple flavors of its crisps to come up with unique flavor combinations." The spot begins with a man "coming up with a spicy nacho stack using three Pringles flavors." When his friend "asks how many possible combinations exist, a smart device" answers with 318,000. Pringles worked with Grey, N.Y. on its spot (ADAGE.com, 1/28).
AD NOTES: T-Mobile confirmed it will make its "sixth consecutive appearance" with a Super Bowl spot this year but declined to provide any details (ADAGE.com, 1/28)....P&G will not "air its controversial new Gillette ad during the Super Bowl." The Cincinnati-based company said that the reason is "not male or conservative blowback, but the cost" (CINCINNATI.com, 1/28)....CBS' Jim Nantz was "scheduled to film" a Super Bowl commercial for Capital One with Charles Barkley and Spike Lee yesterday (N.Y. POST, 1/29).
