The Super Bowl is an "advertising bonanza," but "limited space and rising prices, as well as a growing presence for other forms of advertising," have led to many companies sitting out of Sunday's game, according to Tiffany Hsu of the N.Y. TIMES. Burger King and Skechers, which "advertised during the game last year, will not return for Super Bowl LIV." Web-developer Wix, which has appeared in every Super Bowl since '15, also is "going to skip it." Even a number of Hollywood studios "have scaled back." Many brands simply have "decided the exposure may not be worth it." Others have "come up with ways to get attention at this time of year without the cost and headache of suiting up for the game." Companies now are "spending less on TV as they shift their ad budgets to the digital realm." Those that "stay away" from the big game also "take another factor into consideration: They are able to glean a lot more information about people clicking on online ads than the people who see their commercials on TV" (N.Y. TIMES, 1/31).
ALL THE STARS ARE OUT: In Houston, David Barron notes many advertisers are "betting tens of millions that the inevitable lure of celebrity culture will help them promote their products and services on Super Bowl Sunday." For years, celebrities have "annexed an increasingly large share of center stage" of Super Bowl ads. This year, it "may be possible to count on both hands the number of spots that do not feature celebrities." Nearly all of the celebrity promoters "appear in lighthearted spots." Ad tech company Unruly VP/Insights & Solutions Terence Scroope said that on a night that will feature campaign ads for President Trump and presidential candidate Michael Bloomberg, "funny and non-confrontational is the safest route." However, with so many humorous ads, the "handful of serious ads may stand out in contrast" (HOUSTON CHRONICLE, 1/31).
Bloomberg's Super Bowl ad focuses mainly on his record on gun control, not on any potential opponentsGETTY IMAGES
ON THE TRAIL: In Boston, Lisa Kashinsky notes Trump released one of his Super Bowl ads Thursday, and it "touts economic prosperity under the Trump administration as a key selling point for the president's re-election." The ad "references the record-low unemployment rate hit last May." The 30-second spot, called "Stronger, Safer, More Prosperous," is "loaded with military and patriotic imagery" (BOSTON HERALD, 1/31). In DC, Katie Zezima notes Bloomberg's ad is a "significant departure" from the spots he has run since announcing his candidacy in November, as "most have focused on slamming Trump on issues including impeachment and health care." Senior Bloomberg aide Howard Wolfson said that the campaign "took a different approach this time, both to highlight Bloomberg's record on gun control and because Super Bowl ads typically don't focus on politics" (WASHINGTON POST, 1/31).
SMALL STEP FOR SODA: AD AGE's Ann-Christine Diaz noted SodaStream's Super Bowl debut will be a "comedic space-themed blockbuster," with the 30-second ad set to run "after half-time, just before the third quarter." The Goodby, Silverstein & Partners, S.F. spot is a "cinematic epic about a mission to Mars," during which explorers "collect an entire vessel of Mars water." Around the world, the discovery is "hailed like it's the next Moon landing, with even Bill Nye The Science Guy rejoicing." The ad "represents an evolution from where the brand was" back in '14, the last time it ran a Super Bowl spot (ADAGE.com, 1/30).
SHIFTING GEARS: In Detroit, Lutz & Truett noted GM will have a commercial starring LeBron James to mark its "plan to revive the Hummer name on an electric pickup." In the 30-second spot, called "Quiet Revolution," GM "reveals the specs as the sound at the beginning of the scene mutes to reflect the silence of the Hummer EV." GM had "planned to release the full ad this week, but opted to hold off in the wake of Kobe Bryant's death" (CRAINSDETROIT.com, 1/30).
NEED FOR SPEED: In Charlotte, Joe Marusak notes Panthers RB Christian McCaffrey and NASCAR driver Kyle Busch appear in a Super Bowl ad "promoting the Feb. 14 release of the digitally animated Hollywood movie 'Sonic the Hedgehog.'" Gold Medal-winning sprinter Allyson Felix and Saints WR Michael Thomas "also appear in the commercial" (CHARLOTTE OBSERVER, 1/31).
