Feb 12, 2022 - Economy

Celebrities dominate Super Bowl ads

Screenshot from Bic's Super Bowl ad on YouTube

Hollywood A-listers are taking over this year's Super Bowl spots, an ode to the Super Bowl's triumphant return to Los Angeles this year.

Why it matters: It's a delightful departure from last year's ad slate, which featured somber messages from everyday people coming together during the pandemic.

A few highlights:

  • Snoop Dogg and Martha Stewart are back again this year, teaming up in an ad for lighters, a nod to the pair's mutual love of pot.
  • Scarlett Johansson and husband Colin Jost of SNL will star in an Amazon Alexa spot that pokes fun at Alexa's ability to predict everything a consumer wants.
  • Lindsay Lohan stars in a humorous ad from Planet Fitness that pokes fun at her old partying ways.
  • Peyton Manning, Serena Williams, Sarah Silverman and a few others celebs appear in a Michelob Ultra ad about a swanky bowling competition.

Be smart: The pandemic recovery has given brands license to return to their traditional marketing roots.

  • Budweiser is returning to the Super Bowl this year with its iconic Clydesdale horses, after sitting out last year first time in 37 years. The company decided to donate $1 million to the Ad Council and a vaccine initiative instead.
  • Auto brands have made a comeback this year, after last year's pandemic-related supply chain issues forced many to cut marketing budgets. Nissan will return for the first time in seven years. Kia returns after skipping last year's game.

The big picture: The Super Bowl is one of the few major TV events that can still draw a huge audience, making advertising around the event very valuable.

  • Ads for this year's Super Bowl are sold out, according to NBC, with some 30-second spots sold for a record $7 million.

What to watch: The newcomers and the futurists.

  • There are more than 30 new advertisers in this year’s Super Bowl compared to last year's event, according to NBC. New advertisers represent around 40% of the total Super Bowl ads this year.
  • Crypto giants like FTX and Crypto.com will run their first spots ever this year.
  • Sports betting firm Caesars Sportsbook will also debut its first Super Bowl ad, joining rival DraftKings, which debuted its first Super Bowl spot last year.

Go deeper: Super Bowl ads sell out at record high prices

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